Bluey billed “most important preschool IP since Frozen” as Stor SL readies merch portfolio for UK, Ireland, and EMEA

Bosses at the global product manufacturer, Stor SL have hailed BBC Studios’ preschool property, Bluey “the most important property since Disney’s Frozen” as it prepares to launch a portfolio of more than 50 licensed items to the UK, Ireland, and EMEA markets in the coming months.

The range, spanning drinkware, lunch bags, plates and bowls, cutlery, bottles, and more will be made from sustainable and eco-friendly materials such as stainless steel, aluminum, and porcelain and will add natural fibres to traditional plastics to reduce the percentage of plastics by up to 30 per cent.

Stor will also be offering tailor-made options to retailers who request an exclusive line.

Valentin Ortiz, CEO of Stor SL, said: “In my view, Bluey is without a doubt the most important pre-school property since Frozen. It has been a real phenomenon in Australia and the USA and is becoming a huge global hit. Our retailers, customers and Stor local office directors have been asking about this opportunity and we are proud to work together with them to develop our Bluey range.”

Anita Majhu, senior licensing manager, BBC Studios, added: “We are delighted that Stor is joining our raft of world-class partners for Bluey. This partnership offers a fantastic opportunity to reach fans across the UK and Ireland and EMEA markets.

“Stor’s commitment to sustainability also complements BBC Studios’ work in this area and we welcome bringing Bluey products to market that are responsibly sourced.”

The Bluey line of product from Stor will complement extensive launch plans for Bluey licensed product across UK and EMEA driven by ‘exceptional TV ratings’ and led by a comprehensive toy programme.

First launched in Australia in October 2018, Bluey is quickly becoming a global hit, achieving ‘outstanding ratings’ and attracting a multitude of best in class partners.

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

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

The series 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 will launch at retail in the UK in July.

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 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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