BBC Studios taps Brainbase Assist to power its growing licensing programme for Bluey

BBC Studios has underscored its commitment to the Bluey licensing programme, turning to the end-to-end IP management firm Brainbase and its Assist platform to help it streamline and manage its global licensing operations for the popular pre-school property.

The move comes as BBC Studios continues to grow the successful Bluey brand in the consumer products and licensing sector. The collaborations will enable BBC to ‘make strategic franchise decisions’ all based on insights garnered from the Assist platform.

Brainbase is a venture backed company specialising in IP management.

“We are ecstatic to welcome BBC Studios to the Brainbase family,” said Brainbase co-founder and CEO, Nate Cavanaugh. “Our team is excited to see Bluey’s consumer products come to life on our platform, and to provide best-in-class technology to support its globally-recognised IP and rapidly growing consumer products business.”

Bluey has seen a surge in demand from audiences since it started airing on Disney Junior and Disney Channel in the US and becoming available to stream on Disney+.

“As we continue to grow the wildly successful Bluey brand, we noticed an increasing need to create an intuitive and collaborative centralized system,” said Suzy Raia, VP consumer products and business development, BBC Studios.

“We are beginning our relationship with Brainbase to improve partner management and help us make strategic franchise decisions based on insights.”

Brainbase’s flagship product, Brainbase Assist, helps licensing teams unify their global operations into a single software platform – from deals, product approvals, royalty reporting, digital asset management, and dashboard analytics.

Top licensed properties for BBC Studios include Bluey, the multi-award-winning animated preschool series that has taken Australia and the US by storm; Doctor Who, one of the longest running action-adventure television series in the world spanning 56 years and winning over 100 awards; and His Dark Materials, with the launch of a dedicated global online store following the successful debut of the second season on HBO.

BBC Studios joins a Brainbase customer roster with leading brands including Bonnier, BuzzFeed, kathy ireland Worldwide, Sanrio, the global lifestyle brand best known for pop icon Hello Kitty, SYBO Games and the Van Gogh Museum, among others.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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