ViacomCBS details raft of UK partners for Blue’s Clues & You following ‘overwhelming demand’

With a master toy line already in the works from the global toy company, Just Play, Nick Jr’s hit pre-school series Blue’s Clues & You has now confirmed a raft of UK partners that include Kids Designs, Imagine8, and Kimm & Miller.

The news of the latest signings was announced during the Festival of Licensing’s Americas week by ViacomCBS Consumer Products, vice president for the UK and Ireland, Venetia Davie. It supports a major licensing programme for the property that is now scheduled to hit shelves in July 2021.

Earlier this year, VCP partnered with Just Play to develop a master toy line for the pre-school series. The toy line, targeting pre-schoolers aged two to five years old, includes plush and interactive toys, developed to ‘enhance the key brand attributes to translate success from screen to shelves across the UK.’

Additional partners for Blue’s Clues & You now include Kid Designs for consumer electronics, Imagine8 on accessories and Kimm & Miller who will work on novelty food gifting.

Meanwhile, Fashion UK, who also partners with VCP for PAW Patrol: The Movie, will cover daywear, while Character World will focus on bedding and Amscan on costume and dress up.

In the publishing space, Egmont have acquired the UK rights for Blue’s Clues & You! themed magazines and Signature Gifts on personalised books.

Since launching in April this year in the UK, Blue’s Clues & You! has quickly become a key driver for Nick Jr. The show now ranks as the number fourth show on the channel, only behind ratings juggernauts PAW Patrol and Peppa Pig as well as recently launched The Adventures of Paddington.

A remake of the curriculum-driven interactive series Blue’s Clues, Blue’s Clues & You! follows Blue as she invites viewers to join her and the host Josh on a clue-led adventure and solve a puzzle in each episode. With each signature paw print, Blue identifies clues in her animated world that propel the story and inspire the audience to interact with the characters.

“It’s indicative of the huge popularity of Blue’s Clues & You! that toys and products have been in such overwhelming demand since the series relaunched earlier this year,” said Davie.

“It’s fantastic that Just Play is on board as master toy licensee, and I cannot wait to see how they, together with our other partners, turn Blue and her universe into toys and playthings for this next generation to enjoy.”

Blue’s Clues & You! will be launching this month on Channel 5’s Milkshake! with a second season heading to Nick Jr. in November and a third season already greenlit for 2021.

The property is also available in different formats, including a dedicated YouTube channel which received over 98M global views between March and July this year alone and the Storytime with Josh & Blue podcast which launched this summer on Spotify, reaching over 100k people in just three weeks.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

Check Also

SILC 2020: LEGO’s dream to be “a playground of prototyping sustainable alternatives” for licensing partners

The LEGO Group has outlined its plans to bring its sustainable efforts into the firm’s …