BBC Studios announces a raft of UK licensees for the global smash-hit preschool series Bluey

BBC Studios is delighted to announce an array of new partners for the Emmy® award-winning animated preschool series Bluey.

Produced by Ludo Studio, the series, which features relatable and often funny stories about family life, is already a smash hit with families in its home market Australia and in the U.S. It’s currently the number one children’s programme on metro broadcast television in Australia for 2020*, and series 1 has amassed over 261 million views and series 2, which premiered in March 2020, has already surpassed 43 million views on ABC iview**. Stateside, Bluey reached 16 million total views across Disney Channel and Disney Junior in Q4 2019. In Q1 2020, Bluey became a top 6 Disney Junior series with kids and girls 2-5, and a top 5 series with boys 2-5***. The show is also now available for UK viewers to watch on Disney+ from today (1st October) and there is more Bluey in the works, with Series 3 set to commence production later this year.

Rikesh Desai, Licensing Director for Merchandise, Partnerships and Interactive, BBC Studios, said: “The response to Bluey in Australia and the U.S. has been phenomenal and we’re very excited to introduce the brand’s licensing portfolio to the UK hot on the heels of its arrival on Disney+.”

Global master toy licensee Moose Toys will debut Bluey plush and plastic toys at UK retail in autumn 2021. Since launch in its home market Australia, Bluey toys by Moose have been selling at a record rate, and likewise when they arrived in the U.S., where the range launched to 5* reviews.

Lucy Wynn-Jones, Head of Licensing, Europe at Moose Toys, said: “We are thrilled to bring our toy range for the much-loved Bluey series to fans in the UK. We have no doubt that the toys will be loved by kids big and small!”

Ravensburger has been appointed the licensee for jigsaw puzzles with lines slated for release in tandem with Moose Toys hitting UK retail. A fantastic selection of softline partners are also lined up for the UK, including: TDP & Aykroyd for nightwear, swimwear and essentials; Dreamtex for bedding and home textiles; William Lamb for footwear and bags; and Roy Lowe & Sons for socks. These ranges will launch at retail from summer 2021 onwards.

Anita Manju, Senior Licensing Manager – Softlines, BBC Studios, said: “With apparel lines for Bluey in Australia experiencing incredible sales, with one million items sold in the first six months of launch at retail, we see a bright future ahead for Bluey softlines in the UK.”

BBC Studios recently extended its deal with Penguin Random House to make it master publishing partner for Bluey. They now hold global rights to the Bluey titles (excluding China) and new books are expected to hit shelves in the UK during the second half of 2021. To date, over 1 million copies of Bluey books published by Penguin Random House have sold in Australia and one of the storybooks, Bluey: The Beach, is the very first children’s picture book to be named ‘Book of the Year’ at the 2020 Australian Book Industry Awards.

Francesca Dow, Managing Director at Penguin Random House UK Children’s, said: “We are excited by the unparalleled success in Australia and look forward to creating the same sensation here in the UK. Our wish is for all young children and families to fall in love with Bluey, as we have done.”

Additionally, Immediate Media have acquired worldwide rights for Bluey magazines and its first UK issue is anticipated to hit newsstands from summer 2021.

Bluey follows the adventures of a lovable and inexhaustible 6-year-old Blue Heeler, who lives with her dad, Bandit; mum, Chilli; and 4-year-old little sister, Bingo. In every episode, Bluey uses her limitless Blue Heeler energy to play elaborate games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.

Bluey is produced by the Emmy® Award-winning Ludo Studio for ABC KIDS (Australia) and is co-commissioned by ABC Children’s and BBC Studios. Financed in association with Screen Australia, Bluey is proudly 100% created, written, animated, and post produced in Brisbane Queensland, Australia, with funding from The Queensland Government through Screen Queensland and the Australian Government.


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* Source: Oz TAM (5 City Metro), Consolidated 28 Data 2020 YTD (01.01.20 – 30.08.20). Top children’s programs by genre. All FTA channels. Total Ppl.
** Source: OzTAM (VPM & Begin Event Data) 01.10.2018 – 07.05.2020
*** Source: NMR Live+7 data based on Q120 (Jan-Mar); 6+ minute qualifier for reach. Ranks exclude movies, late night, specials, sports, and shorts. 13+ telecast limit.



About BBC Studios

BBC Studios, a global content company with British creativity at its heart, is a commercial subsidiary of the BBC Group.  Able to take an idea seamlessly from thought to screen, it spans content financing, development, production, sales, branded services, and ancillaries from both its own productions and programmes and formats made by high-quality UK independents. Award-winning British programmes made by the business are internationally recognised across a broad range of genres and specialisms, including factual, drama, entertainment and comedy. BBC Studios has offices in 22 markets globally, including six production bases in the UK and production bases and partnerships in a further nine countries around the world. The company, which makes around 2,500 hours of content a year, is a champion for British creativity around the world and a committed partner for the UK’s independent sector. Created in April 2018 by the merger of two existing commercial subsidiaries, BBC Worldwide and BBC Studios, the company has revenue of around £1.4bn.  In the year to March 2019, it returned £243m to the BBC Group, complementing the BBC’s licence fee and enhancing programmes for UK audiences.