BBC Studio’s popular pre-school animated series, Bluey is making its mark on the UK consumer products space with a new raft of licensees spanning toys, apparel, bedding and accessories as the series makes its arrival on Disney+ this year. Bluey has already been met with a ‘phenomenal response’ in Australia and the US.
Global master toy licensee, Moose Toys, will debut Bluey plush and plastic toys at UK retail in autumn next year, where it will hope to mirror the success it has found in the US and Australian markets, where products have been selling at a record rate.
The master toy range will coincide with the launch of a line of puzzles from Ravensburger, while a selection of softline partners has also been lined up for the UK. TDP & Aykroyd will deliver on nightwear, swimwear and essentials, Dreamtex will develop bedding and home textiles, William Lamb will launch footwear and bags, and Roy Lowe & Sons will serve up socks.
These ranges will launch at retail from summer 2021 onwards.
Rikesh Desai, licensing director for merchandise, partnerships and interactive, BBC Studios, said: “The response to Bluey in Australia and the US 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+.”
On top of this, BBC Studios recently extended its deal with Penguin Random House to make it master publishing partner for Bluey. Penguin now holds 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 has acquired worldwide rights for Bluey magazines and its first UK issue is anticipated to hit newsstands from summer 2021.