Toy market news

BBC Studios expands Hey Duggee portfolio and renews with Golden Bear

BBC Studios renews toy deals with Golden Bear Products Ltd and 8th Wonder and new partnerships with HTI and Fiddes Payne


BBC Studios is delighted to announce it has renewed licensing deals with Hey Duggee toy partners Golden Bear and 8th Wonder. These new deals will see the launch of new Hey Duggee children’s toys in the UK in 2021.
BBC Studios is also thrilled to share a raft of new partners for Hey Duggee, including: HTI for a range of bubbles, outdoor, electronic musical instruments and character cases and Fiddes Payne for home baking. Hey Duggee also has its first confectionery product with Kinnerton launching at Easter.
Hey Duggee had a hugely successful 2020 and became the most-watched kids’ show of the year on BBC iPlayer, with over 192 million requests. Meanwhile, Golden Bear saw sales of its Hey Duggee product grow 97% year-on-year with products such as Adventure Bus, Singing Sticky Stick Stick, and figurine packs proving popular with Hey Duggee fans.
2021 will see the launch of an extensive new range of Hey Duggee toys from Golden Bear as part of its licensing partnership with BBC Studios. Hero SKUs will include: bathroom play products Toothbrush & Handwashing Time with Duggee and Duggee’s Light Show River Boat; toys aimed at aiding the expression of emotions, mindfulness, and focus, like My Best Friend Duggee Soft Toy and Duggee Hug Squirrel Club Soft Toy; and toys designed to inspire creativity, such as the Interactive Club House and the Spin & Groove DJ Duggee.
Hey Duggee is also a top performing brand for 8th Wonder and they have more new wooden toy product on the horizon. From February 2021, 8th Wonder will launch further Hey Duggee educational toys at retail, such as the Hey Duggee Word Match and Spell. The Licensee will also launch products in new categories like games, arts & crafts and outdoor, such as the Hey Duggee Tumbling Tower game and a 3-in-1 Hey Duggee Table Top Easel. BBC Studios first partnered with 8th Wonder in 2018, launching a wooden toy range with the specialist design studio and manufacturer.
Hey Duggee has an extensive licensing portfolio in the UK. Its current partners include: Trends for electronic learning toys; Ravensburger for puzzles and games; Finsbury for celebration cakes; Aykroyd and TDP for daywear, nightwear, swimwear and essentials; Fashion UK and Dennicci for daywear; Dreamtex for Bedding; Roy Lowe & Sons for socks; William Lamb for footwear and bags; Drew Pearson for accessories; Amscan for party and dress-up; Danilo and Moonpig for greetings cards; DNC for dining and hydration; Penguin for publishing; and Scary Beasties for apps.
Hey Duggee, a Studio AKA production with BBC Studios, is a six-time BAFTA and international Emmy award-winning hit on CBeebies. In 2020 it was the most-watched kids’ show on BBC iPlayer with over 192 million requests. Additionally, the series is available on BBC iPlayer, Netflix, Apple iTunes and Google Play, and its official YouTube channel has over a billion lifetime views and nearly 800k subscribers. Hey Duggee also has an impressive global footprint in over 150 countries.