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BBC Studios expands global Bluey partnerships

Ahead of the London and Nuremberg Toy Fairs, BBC Studios has announced a significant expansion of its Bluey licensed toy and consumer products programme, adding new and extended partnerships across key categories.

Strong performance and 2026 focus

As the number one children’s show on CBeebies and Disney+ in the UK, Bluey converted exceptional viewing figures into strong retail success in 2025, with momentum set to continue into 2026. Under the new Playdates with Friendstheme, leading toy partners including Lego, Moose Toys, VTech, Tomy and Ravensburger are broadening their Bluey ranges.

Suzy Raia, EVP Global Consumer Products at BBC Studios, highlighted Bluey’s focus on shared play and family connection, noting that 2026 will build on the success of 2025 with high-quality products and global collaborations.

Key toy partner highlights

Following a successful global debut, Lego will expand its Bluey portfolio with new Duplo and Lego 4+ sets aligned to the Playdates with Friends theme.
Master toy partner Moose Toys will introduce Bluey Fuzzies in 2026, a collectible range of soft, flocked mini figures featuring more than 80 characters, alongside themed and deluxe packs. Moose will also add new playsets, including the Deluxe Surprise House and a vehicle range with a Cruise Ship launching in AW 2026.

Extended and renewed collaborations

BBC Studios and VTech have extended their global partnership for two more years, continuing to deliver innovative and high-quality Bluey products worldwide.
Tomy’s agreement has expanded into a global renewal (excluding Japan), strengthening distribution across Europe, the Americas, Asia and ANZ. Tomy will build on its successful bath range while expanding into water play, imagination-led toys and proprietary brands in 2026. The partnership also continues to grow the Toddler Feeding category in North America and ANZ.

HTI Toys has renewed its licence for roleplay, bubble, outdoor and music toys across the UK, Europe and parts of Asia. Ravensburger and 8th Wonder are also expanding their Bluey lines, with Ravensburger introducing Brio products, a Puzzle Night Light and a Tiptoi game for selected markets.

New licensees across UK and EMEA

Additional partners are joining the Bluey programme across the UK and EMEA. Highlights include Goliath’s Don’t Wake Dad – Bluey Edition (AW 2026), Cartamundi’s Bicycle Playing Cards (SS 2026), new Water Magic and Electro games from Jumbo/Galt, outdoor toys from Mookie, and household and kitchen roleplay ranges from Theo Klein launching in AW 2026.

Source: https://www.toysnplaythings.media/bbc-studios-unveils-major-toy-expansions-for-bluey/ 

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