Toy market news

BBC Studios names Andrew Carley director of global licensing to build Bluey momentum


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.

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.

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.

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