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VTech on Board fo Bluey

VTech on Board fo Bluey

BBC Studios has agreed a multi-territory licensing deal with VTech to produce electronic role play toys, further expanding its global licensing portfolio for the multi-award-winning children’s TV property Bluey

VTech’s initial range for Bluey will feature popular characters from the worldwide hit series and lines include electronic books, role play watches and a phone. Product is expected to launch at retail in both Australia and USA for Q3 2022, followed by future roll outs in the UK, France, Canada and New Zealand. 

Andrew Barrett, Director of Product Development and Licensing at VTech, says: “We are delighted to be partnering with BBC Studios on this beautifully crafted show. Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop.”  
Julie Kekwick, Senior Licensing Manager at BBC Studio, added: “Our new partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range.”

Bluey has won the hearts of kids and parents around the world since it first launched in Australia in October 2018 and is fast becoming a global hit, achieving outstanding ratings and attracting a multitude of best in class partners. 

In its home market, Australia, Bluey was the #1 children’s programme on metro broadcast television in 2020 and is the #1 series ever on ABC iview with over 480 million views across series one and two.* Bluey also won ‘Pre-School License of the Year’ for the second year in a row at the Australian Toy Association (ATA) Awards.

In the U.S., Bluey is the #1 new license in the super plush category** and was the #2 top new growth property in 2020 for the total toy industry. Across Disney Junior and Disney Channel in Q1 2021, Bluey was the #3 most watched TV series with kids 2-5.*** 

While in France, Bluey is available on France Télévision’s free-to-air channel France 5 and their catch up kids platform OKOO. Toys from global master toy partner Moose are set to launch at retail in France in 2022.

Bluey is also available on CBeebies in the UK, where it has become the top programme on the channel since it launched in April. Its episodes constitute the top five most requested CBeebies episodes on BBC iPlayer. Toys from global master toy partner Moose are set to launch at retail in the UK in July.

Jointly commissioned by BBC Studios & ABC Children’s, Bluey is produced by multi-Emmy® award-winning Ludo Studio in association with Screen Queensland and Screen Australia.

The series is distributed internationally by BBC Studios outside of Australia. 

BBC Studios has a global broadcast deal with Disney for Bluey and recently announced that the third season will debut on Disney Channel, Disney Junior and Disney+ in all territories outside of Australia, New Zealand and China.

About The Author

Rebecca Ash

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

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