BBC Studios has signed a multi-territory licensing deal with VTech to produce electronic role play toys, further expanding its rapidly growing global licensing portfolio for the popular, award-winning children’s TV show Bluey.
Bluey is an Australian children’s show about a lovable Australian shepherd that has since taken most of the world by storm since it was first aired less than three years ago, in October 2018, achieving high ratings and signing up an already impressive array of licensing partners.
VTech successfully pitched the BBC on a new line of products that will include electronic books, role play watches and a phone. Product is expected to launch at retail in both Australia and USA for Q3 2022, followed by future roll outs in the UK, France, Canada and New Zealand.
“We are delighted to be partnering with BBC Studios on this beautifully crafted show,” said Andrew Barrett, Director of Product Development and Licensing at VTech. “Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop.”
Julie Kekwick, Senior Licensing Manager at BBC Studio, says she’s thrilled to bring another world-class licensee partner into the Bluey campaign. “Our new partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range,” she said.
In its home market, Australia, Bluey was the #1 children’s programme on metro broadcast television in 2020 and is the #1 series ever on ABC iview with over 480 million views across series one and two. Bluey also won Pre-School License of the Year for the second year in a row at the Australian Toy Association (ATA) Awards.
The series is distributed internationally by BBC Studios outside of Australia.
In the U.S., Bluey is the top new license in the super plush category and was the second highest new growth property in 2020 for the total toy industry. Across Disney Junior and Disney Channel in Q1 2021, Bluey was the third most watched TV series with kids 2-5.
In France, Bluey is available on France Télévision’s free-to-air channel France 5 and their catch up kids platform OKOO. Toys from global master toy partner Moose are set to launch at retail in France in 2022.
Bluey is also available on CBeebies in the UK, where it has become the top program on the channel since it launched in April. Its episodes constitute the top five most requested CBeebies episodes on BBC iPlayer. Toys from global master toy partner Moose are set to launch at retail in the UK in July.
BBC Studios also has a global broadcast deal with Disney for Bluey and recently announced that the third season will debut on Disney Channel, Disney Junior and Disney+ in all territories outside of Australia, New Zealand and China.