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Bluey Toys Heads through Asia

Bluey Toys Heads through Asia

 Bluey is sweeping through Asia with toys officially hitting the shelves for the first time in the region, starting with Singapore retail stores. BBC Studios today announces the launch of the toy range licensed by Moose Toys and distributed by Sheng Tai Toys, based on the BAFTA & Emmy® award-winning children’s television series, produced by Ludo Studio and airing on Disney+ and CBeebies. 

The collection, set to debut in stores from August 1, will feature top-selling products like character plush toys, figurines, the iconic Heeler 4WD family vehicle from the series and play sets like The Heeler House. Designed for children age 3 years and above, this imagination-inspiring range of products will help local fans fully immerse themselves in Bluey’s fun-filled world in new and exciting ways. 

Bluey themed products featured in the launch collection are: 







Loved by adults and kids alike, Bluey is winning global audiences over for its relatable take on modern family life and showcasing how children can learn and grow through play. The series has also enjoyed critical success internationally, recently winning the 2023 Kidscreen Award for Best Animated Series (Preschool), being named ‘Property of the Year’ at the 2023 Bologna Licensing Awards and ‘Best Pre-school Property 2022’ at the UK Licensing Awards. 

Sophia Spinelli, VP Brands & Marketing, BBC Studios Asia says: “We are thrilled to partner with Sheng Tai Toys to finally bring the much-awaited Bluey toy range to Asia, starting with Singapore, to give fans in the region the opportunity to play along with Bluey and the Heeler family beyond the screen. This launch also represents the first step in BBC Studios Asia’s long-term plans to build our Consumer Products and Licensing business with plans to include additional categories and new products, as well as building the team to grow the business in the region.” 

The latest Bluey range of toys will be available at major retailers including Toys R Us, Takashimaya and Kiddy Palace from August 1. 

Bluey storybooks and activity books are also available in Kinokuniya, Popular and Times bookstores for families to relive their favourite Bluey episodes and adventures on the pages. 

BBC Studios is partnering with Times Distribution to let Singaporean fans meet Bluey and Bingo in person, at a series of special meet-and-greet events. The events will take place at major bookstores across September and October. 

About The Author

Rebecca Ash

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

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