BBC Studios has promoted licensing industry expert Andrew Carley to the newly created role of director of global licensing, as the firm looks to build on the momentum of the hit pre-school brand Bluey.
In his new role, Carley will lead a five-year strategic growth plan for BBC Studios’ global licensing business, partnering with regional licensing teams, while reporting into BBC Studios’ chief marketing officer, Nicki Sheard.
“I am delighted that Andrew is taking on this new role to help us fuel the growth of Bluey which is quickly gaining worldwide fame,” said Sheard. “His experience of taking pre-school brands global will be invaluable in unlocking the potential of Bluey, and his strategic approach to licensing will benefit BBC Studios’ wider portfolio of hero brands.”
The former Entertainment One executive boasts a wealth of experience in building global licensing programmes around popular pre-school IP, having led the charge for eOne’s Peppa Pig before the company was acquired by the entertainment powerhouse, Hasbro, in 2019.
Andrew Carley, said: “The BBC has long been synonymous with high quality children’s programming. To be given the opportunity to use my experience to help build a long-term global licensing prgoramme around such fantastic programming, including Bluey, is hugely exciting.
“Bluey has many of the rare attributes associated with evergreen global preschool success stories. With that potential comes the opportunity to build on its success and cement BBC Studios’ position as a global player in licensing and consumer products.”
Bluey has already proven itself a hit in international markets, including its launch market Australia. The series has won a slate of awards including the International Kids Emmy and a host of Kidscreen awards. In the US, Bluey has been listed as the number two top new growth property last year for the total toy industry.
Bluey has struck up a number of partnerships across consumer products and publishing already, with Penguin Random House leading its master publishing roll-out, and Moose Toys tapped as the property’s master toy licensee.
Products is due to launch in the UK this year.