New licensees join Hey Duggee licensing programme

BBC Studios has signed new licensing agreements for multiple BAFTA and Emmy Award-winning preschool animation Hey Duggee, covering the UK and EMEA. 

Golden Bear has been named as master arts and crafts partner for Hey Duggee, adding to its involvement in the hit brand as master toy partner. This year, Golden Bear’s hero product is the Transforming Hey Duggee Space Rocket – which was named as one of London Toy Fair’s 2022 Hero Toys. Arts and crafts products are set to launch in autumn/winter 2023.

RMS has also signed a complementary agreement for arts and crafts products in the UK to include dough, bath puzzles and wooden arts and crafts toys, set to launch in spring 2023.

Rebecca Law, Head of Licensed Product, RMS International Ltd, says: “RMS is delighted to be collaborating with BBC Studios once again with the introduction of top toy property Hey Duggee to our growing licensed portfolio. Building on our already strong offering with key preschool products ranging from dough, bath puzzles to wooden arts and crafts. We are committed to developing an exciting, sustainable range whilst offering great value.”

BBC Studios has also agreed a UK deal with Character Options for Weebles, with Hey Duggee versions of the classic toy set to hit shelves in 2023.

“We’re delighted to announce new partners who will help to grow our Hey Duggee licensing programme,” says Mandy Thwaites, Director, Magazines & Consumer Products, UK Division, BBC Studios. “Hey Duggee is such a colourful, fun and inclusive show and we’re really excited about the innovative and engaging products which our new and existing licensees are bringing to us.”

Existing licensees Ravensburger, HTI Toys and 8th Wonder are expanding their ranges following good performances. Ravensburger has renewed its agreement for puzzles and games including Memory; HTI Toys is expanding into 3D games to add to its role play, cases, musical instruments and outdoor products; and 8th Wonder is growing its range of wooden toys. BBC Studios recently announced new partnerships for Hey Duggee with H&A for health and beauty products and an expanded range of wheeled toys and ride-ons from MV Sports.

Educa Borras has also agreed a deal for Spain covering puzzles, arts and crafts, ride-ons and role play, joining existing licensee Bizak, master toy partner for Spain.

Hey Duggee is a fun and inclusive series devised by Grant Orchard, senior director of Studio AKA, and narrated by comedian Alexander Armstrong. BBC Studios and CBeebies recently announced it had commissioned a fourth series of the hit animation.

Each episode features members of the Squirrel Club exploring, learning and overcoming challenges to earn a new Badge from Duggee – making new friends along the way.

Since launching in 2014, Hey Duggee has become a six-time BAFTA and international Emmy award-winning hit. In the UK, Hey Duggee was the most-watched kids’ show on CBeebies in 2021 and was streamed more than 250m times on BBC iPlayer in 2021.

Additionally, Hey Duggee has over 1.2 million fans across its social channels and its official YouTube channel has over a billion lifetime views. Recently, Hey Duggee teamed up with Sir David Attenborough for ‘The Green Planet Badge’, a special episode which shares the wonder of plants, available on CBeebies, BBC iPlayer and YouTube.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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