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BBC Studios Launches ‘Bluey’ Official Toys in South Korea for the first time 

BBC Studios Launches ‘Bluey’ Official Toys in South Korea for the first time 

BBC Studios announces the launch of the first official global character toys for the beloved animated series Bluey in South Korea in partnership with the official distributor for South Korea ‘Sonokong’. Following the launch of the six Bluey toys, BBC Studios plans to strengthen Bluey’s presence in South Korea with a range of play and educational content, including the launch of Bluey pre-school books and toy packages and “Bluey: The Videogame.” 

Bluey is an Emmy® award-winning children’s television animation series produced by Ludo Studio and jointly commissioned by BBC Studios Kids & Family and ABC Children’s which now airs in more than 60 countries around the world. The show recently won a 2022 BAFTA Children & Young People Award in the International category and picked up its fourth consecutive AACTA Best Children’s Programme award in Australia to add to an International Emmy and numerous awards for craft and production around the world. 

The launch includes various figures of Bluey family and friends, the Heeler 4WD Family Car and ‘My Best Friend Bluey’, a global top-selling plush toy. Also launching “The Bluey Family Home Play Set” modelled after the Heeler House, which lets kids develop their imagination and fully immerse themselves in Bluey’s fun-filled world in new and exciting ways.  

BBC Studios VP of Brands and Marketing, Sophia Spinelli, said: “We’re really excited to be launching these fantastic toys to bring Bluey to life for the first time for South Korean audiences. The Bluey broadcast series is already being enjoyed in South Korean homes, and we plan to introduce a range of content and products for learning through play in the future. We have seen success in Asia with Bluey already launched in Singapore and we see endless possibilities for introducing not only Bluey but also a wide range of content from BBC Studios to more markets across the region.” 

Sonokong Brand Manager said: “Character toys from the hit children’s series ‘Bluey’, which first aired in Korea in 2020, are being released for the first time in this market and we are happy to be able to introduce Bluey products to audiences as the official distributor of Bluey in Korea.” 

Bluey premiered in South Korea in 2020 and is now regularly broadcast on EBS and Disney+.  In Australia, Bluey is the most-watched children’s show on the ABC iView streaming service and one of the most-watched TV series by children in the United States where it goes out on Disney+. 

Bluey is a loveable, inexhaustible, Blue Heeler dog, who lives with her

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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