BBC Studios grows Bluey Licensing Program
BBC Studios, the distributor and licensing partner of the Emmy-winning animated series Bluey, is further expanding the brand’s global consumer products business. Recent global partner renewals, new licensing agreements in Australia and New Zealand (ANZ), growth in live entertainment, and two major wins at the 2026 Australian Toy Association Awards highlight the brand’s continued momentum.
Leading preschool brand in Australia and New Zealand
Bluey remains a leading preschool brand in Australia and New Zealand, with additional toy lines and licensed categories launching throughout 2026 and 2027. Strong retail partnerships and high consumer demand continue to drive its presence across toys, apparel, FMCG, and experiential sectors. The 2026 global brand theme, Playdates with Friends, centers on friendship, imagination, and shared play, inspiring new products, collaborations, and experiences worldwide.
At the 2026 ATA Awards in Melbourne, Bluey won both Infant/Pre-School License of the Year (0–4) and Overall License of the Year. According to BBC Studios ANZ, innovation and strong partnerships remain key to sustaining the brand’s growth, particularly in its home markets.
New product ranges
Major global partners are introducing new product ranges aligned with the 2026 theme. These include new LEGO DUPLO and LEGO 4+ Bluey sets from LEGO, collectible launches from Moose Toys, and electronic learning toys from VTech. TOMY is expanding its Bluey portfolio across bath, water-powered, and imaginative play, as well as toddler feeding products in ANZ. New regional licensees such as Majans, Gund, Kidz Toys, Erst Wilder, Streets, Play Pouch, PI Kids, Birch Creative, and MADMIA will further broaden the product offering, alongside expanded ranges from established retailers including Bonds, Cotton On, Adairs, Crocs, Peter Alexander, Designworks, Hunter Leisure, Hot Topic, and Bunnings Warehouse.
Continued success across categories
Bluey’s retail strength is supported by its continued success across broadcast, streaming, publishing, gaming, music, and live experiences. It remains the top children’s program on ABC platforms in Australia, with 4.8 billion minutes viewed on ABC iview in 2025, and was the most-watched series globally on Disney+ in 2024 as well as the most-streamed show in the U.S. in 2024 and 2025. It also leads on Disney+ and CBeebies in the UK, surpassing one billion streams on BBC iPlayer.
In Australia, the immersive attraction Bluey’s World in Brisbane has drawn more than 430,000 visitors and was named one of TIME’s World’s Greatest Places in 2025, extending its run through November 2026. The Olivier Award-nominated stage production Bluey’s Big Play continues to tour nationally.
Publishing remains a major success
Publishing remains a major success: Penguin Random House Australia has sold over 10 million Bluey books across 100 titles in ANZ since 2019, spanning multiple formats. Further releases are planned, including LEGO DUPLO Bluey: Flat Pack, to be published in September 2026 by DK, featuring a LEGO DUPLO Bluey figure.
The brand is also growing in music and gaming. The fourth album, Bluey: Up Here, will launch in March 2026 with orchestral tracks from popular episodes. In gaming, Bluey’s Quest for The Gold Pen, written by Joe Brumm, expands its digital presence, alongside Bluey’s House in Minecraft.
Movie-themed activation at Melbourne Toy Fair
Looking ahead, BBC Studios will showcase a movie-themed activation at Melbourne Toy Fair in anticipation of the upcoming Bluey feature film, scheduled for global theatrical release on 6 August 2027 by The Walt Disney Company.
Source: https://www.totallicensing.com/bbc-studios-grows-bluey-licensing-program-following-ata-award-wins/