BBC Studios has secured a raft of five new US licensing partners for the popular children’s animated TV series, Bluey, tapping the likes of Spin Master, The Bentex Group, and Jay Franco for new products.
The move to bolster the IP’s US licensing programme follows the successful premiere of Bluey across the region in 2019 and its current surge in viewership upon the Disney Channel, Disney Junior, and Disney+. Bluey made its debut into the toy market through partner Moose Toys, while Penguin Random House headed up its publishing slate.
The popular children’s brand is poised to make an even bigger imprint at retail across the US this year, with new introductions from The Bentext Group, Spin Master, Jay Franco, Kurt Adler, and Zak Designs.
Spin Master will launch a range of games and puzzles from this autumn, Bentex will look after apparel and toddler’s clothing, Jay Franco will head up bedding, home decor, bath and accessories, Zak Designs for dining, and Kurt Adler for holiday decor.
“Bluey, Bluey, Bluey! The brand is picking up real momentum in the US off the back of the series success on Disney platforms, and the debut line of toys and books. The upcoming line of products from our new best-in-class partners are poised to help families build upon their Bluey-inspired adventures together,” said Suzy Raia, VP consumer products and business development, BBC Studios.
“We hope parents are eager to expand the Bluey presence in their home – it’s truly a show that continues to resonate with families and that parents are eagerly embracing.”
Bluey is a multi-award-winning Australian children’s series that has taken Australia and the US by storm and is charming audiences around the globe. Loved by parents and children for its heartfelt and funny portrayal of family life and celebration of play, the series follows Bluey, a six-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family, friends and community into her world of fun.
In June 2019, BBC Studios struck a global broadcast deal with Disney to premiere Bluey on Disney Junior and Disney+ in all territories outside Australia, New Zealand, and Greater China including Taiwan.
In Australia, Bluey is the most watched series ever on ABC iview, with over 480 million plays across series 1 and 2.