BBC Studios has agreed to a multi-territory licensing deal with Crayola for stationery, arts, crafts and colouring packs, further expanding its global licensing portfolio for the multi-award-winning Bluey. Crayola joins a growing roster of top tier Bluey licensees including Moose Toys, Penguin Random House, VTech and Stor.
The first Crayola products to hit the shelves featuring Bluey – a six-year-old Blue Heeler Dog who loves to play – will be Giant Colouring Pages, which will be available at Walmart in the US in time for the holiday season.
In addition to the US, the licensing deal covers Canada, Australia and New Zealand as well as the UK, where the range will be available in January 2022.
Bluey has won the hearts of kids and parents around the world since it first launched in Australia in October 2018 and has become a global hit. In the UK, it was the most viewed show on CBeebies in August, while in the US, across Disney Junior and Disney Channel in Q2 2021, the show was the number-one most watched TV series among kids aged 2-5. Bluey has also won multiple awards, including the International Emmy Kids Award in the prestigious Preschool Category in 2020, and four Kidscreen Awards in February this year.
For Warren Schorr, Vice President, Business Development and Global Licensing, Crayola, the partnership is an ideal way to showcase the company’s mission of inspiring artistic creativity in children – which they have done for more than 100 years. “We know that parents value creative and imaginative play, which we can enable and enhance by offering the best products with the best partners,” he says.
Suzy Raia, Senior Vice President, Consumer Products and Business Development, BBC Studios – Americas, adds: “This is a pivotal moment for our beloved preschool brand Bluey as we bring iconic brands like Crayola to an expanding portfolio of licensees that broaden the world of Bluey at retail. Crayola is a natural fit and extension of Bluey’s brand, promoting creativity and imaginative play for preschool children. I know children and their parents will be delighted to see these brands come together.
Bluey is produced by multi-Emmy® award-winning Ludo Studio for ABC Kids Australia, co-commissioned by ABC Children’s and BBC Studios, and distributed internationally by BBC Studios outside of Australia.