BBC Studios Expands Bluey Licensing with New Global Partnerships
At Licensing Expo, BBC Studios has announced it is building on the momentum of Bluey hitting No.1 most-watched series on streaming in the U.S.*, three New York Times bestselling books, a feature film on the way with Disney for 2027, an exciting line-up of new launches and partnerships, and a tranche of renewals offering fans new innovative ways to engage with Bluey’s friends and family.
New licensing partnerships to launch in 2025 include The Woobles, Hometown Food Company, Jacmel, and Pez in the U.S., Addo Play in the UK and Ireland, Danone, Paladone and Horizon (U.S. adding MX) in Mexico, Dental Clean, Grandene (Melissa), Brandilli in Brazil, Cencosud Retail in Chile, Jet Brickell in Central and South America, Magic Textil in Argentina, MIC in Colombia and Ecuador, Danwares in Canada, MacEwan in New Zealand, and Sara Lee, and The Card Network/TCN in Australia.
Today’s announcements are on the heels of new partnerships inspired by fan-favorite episodes with Bush’s Beans for Bush’s Bluey Baked Beans and Little Tikes® outdoor toy range including the Bluey Grannies Car Coupe™ as well as global launches Bluey Ty Beanie Bouncerscollectibles and the largest-ever Cotton On Kids Bluey apparel collection. In June, the highly anticipated first-ever LEGO® Bluey sets across the LEGO 4+ and LEGO DUPLO® themes will be available globally. The 2025 “Let’s Play Chef” brand theme campaign will feature cookbooks, a new digital series, themed toys from master toy partner Moose Toys, including Bluey’s Supermarket Playset, and new partners including Handstand Kitchen with a collection of family-friendly cooking supplies and Uncanny Brands with small home appliances.
Bluey is now the #2 largest Preschool Toys property in the U.S. for Q1 2025** and #2 character property in the UK. In Mexico, Bluey was named Top Gaining Toy Property of 2024 by Circana. Industry recognition includes the 2025 TOTY Award for “License of the Year”, 2024 TAGIE Award for “Most Innovative License” with master toy partner, Moose Toys, and 2024 Licensing International Excellence Award for “Best Brand – Animated” winner and 2025 finalist.
Global toy expansion continues with new-signing Brio®, along with new product launches from TOMY (Bluey bath toys) and VTech® (Bluey Road Trip Playset). In Brazil, Candide has expanded distribution, alongside a strong local line-up including Elka. In Japan, Bluey toys will launch for the first time later this year, distributed by TAKARA TOMY, supporting BBC Studios’ partnership with TV Tokyo and Phoenixx Inc. to deliver a full consumer products program. Addo Play will release 11 exciting products across multiple categories in UK and Ireland. Multi-territory launches include: Ravensburger’s Bluey Junior Labyrinth; Carrera FIRST’s Bluey & Bingo racetrack; Asmodee’s Bluey Spot It!/Dobble; and Winning Moves’ Top Trumps and Guess Who. In EMEA, Lexibook will introduce a wide range of Bluey-branded cameras, arts and crafts, role-play items, musical instruments, and audio products.
BBC Studios has renewed wide-ranging licensing agreements for Bluey: with Jazwares (U.S., CA, MX) adding a new Bluey Squishmallows line in Fall 2025 along with Bluey HugMees line; expanded regions with toy partner Ravensburger (EMEA, UK, ANZ, adding U.S., CA, and MX); apparel partners Hanna Andersson (U.S.), Handcraft (U.S., CA), Arctic Squad (CA); drinkware and more partners Thermos (U.S., CA) and Zak! Designs (U.S., CA), arts and crafts partners Bendon (U.S., CA), Readerlink (U.S., CA) and Springs Creative (U.S., CA); seasonal partners Gemmy (U.S., CA, MX), Kurt Adler (U.S., CA) and Spirit Halloween (U.S., CA); accessories partner Sunstaches (U.S., CA), bags partner Fast Forward (U.S.), bandages and first aid kits partner ASO (U.S.) and tech partners KidDesigns (U.S., CA) and Komar (U.S.).
“New ways to play and have fun with Bluey are on the way. Going into Licensing Expo we’re sharing many highlights for Bluey, including our amazing team proudly renewing these successful partnerships and creating a number of exciting new ones with best-in-class partners,” says Suzy Raia, SVP Consumer Products, BBC Studios. “Our reach and expansion globally illustrate the continuing momentum beyond English-speaking markets as we see Bluey and her family resonating throughout Europe, Asia and LatAm.”
Live Entertainment Expansion
The new live stage show touring Latin America, Bluey En Vivo – Diversión en Familia, will go to Chile, Brazil and Peru, following its successful debut tour in Mexico. A new Bluey immersive experience will open later this month in Chile and a limited-run Bluey activation is now open in Peru.
The Pulse of Play Award-winning immersive adventure Bluey x CAMP is now CAMP’s #1 selling experience. New cities will be announced later this year. Bluey x CAMP is open in New York, Houston, Philadelphia and Boston – after successful runs in Los Angeles and Chicago.
In Australia, Bluey’s World Brisbane has recently been extended until February 2026. The immersive experience has welcomed over 200,000 visitors since opening in November 2024 and was named one of TIME’s “World’s Greatest Places to Visit” for 2025. The extension is a testament to the attraction’s popularity with families and fans, both locally and internationally.
Long-running hit Bluey’s Big Play The Stage Show returns to the UK and Ireland for a national tour later this year, and debuts in South Africa in June and in Poland in November 2025.
