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BBC Studios Appoints Licensing Partners For Bluey in Canada, Mexico

BBC Studios, the distributor and licensor for the international preschool sensation Bluey, has named top licensing agencies Nelvana and La Panaderia for Canada and Mexico to extend the brand’s successful merchandising program.

The two companies will build on the series’ popularity in the U.S. and help expand the Bluey experience beyond the screen through consumer product partnerships.

“Nelvana and Panaderia are leading agencies in their respective markets with a long history of success, and we’re thrilled to collaborate with them to build the Bluey brand in North America,” said Suzy L. Raia, Senior VP, Consumer Products & Business Development, Americas. “With these new partners on board, children across these regions will soon be enjoying a range of Bluey products and creating their own series-inspired adventures.”

Nelvana, which is already associated with Bluey in Canada through its broadcast distribution activities, says it’s thrilled to expand the relationship.

“Bluey is already established as a delightfully charming brand with phenomenal international success,” said Mellany Masterson, Head of Nelvana Enterprises. “We are so pleased to partner with BBC Studios to bring the magic and joy of the series to life through fun and engaging products for Canadian kids and families.”

That enthusiasm was echoed by Panaderia, which is one of Mexico’s leading licensing and marketing firms.

“It’s always a challenge to find properties that grab your heart and have the content and the team to make it a success, and Bluey has it all,” said Panaderia President and CEO Maca Rotter. “We are thrilled to partner with BBC Studios to bring Bluey to life for children all across Mexico.”

Murilo Hinojosa Appointed Director of Licensing for Latin America

Helping to grow the Bluey brand in Mexico and across Latin America is Murilo Hinojosa, who was recently named Director of Licensing, Latin America. Hinojosa is based in the UK and will identify territorial agents and manage brand development in other priority markets, including Brazil, Colombia, Chile, Argentina, and more.

The debut line of Bluey toys from global master toy licensee Moose Toys launched in Canada in June 2021 with additional products from new licensees expected in 2022.

Bluey Gets New Product Line From Moose Toys

In Mexico, Moose has appointed Bandai as distributor, and the toy line is set to debut exclusively at select Liverpool stores this fall. BBC Studios will be expanding the Bluey brand into softlines, hardlines, health & beauty care, and more, across all territories.

A huge success on-screen and on-shelf from the beginning, Bluey continues to achieve honors for its toy range, collecting awards in Australia and the U.S., among them from the Australian Toy Association for Preschool License of the Year at the Australian Toy Awards two years in a row (2019, 2020); Parents Magazine’s Best Toy of 2020; and Amazon’s Toys We Love (2020); among others. In addition, NPD Group named Bluey a Top 5 Infant/Toddler/Preschool License.

Bluey is a multi-award-winning children’s series that has taken Australia and the U.S. by storm and is now available in more than 60 markets, charming audiences across the globe. The series follows Bluey, a six-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways.

Bluey first launched in Australia in October 2018 and is fast becoming a global hit, achieving outstanding ratings and attracting a multitude of best-in-class partners. In its home market, Australia, Bluey was the #1 children’s program 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.** In the U.S., across Disney Junior and Disney Channel in Q2 2021, Bluey was the #1 most watched TV series with kids 2-5. *** The series also continues to rank #1 on Disney Junior in Canada for children 2-11, and #2 for children 2-5.****

Jointly commissioned by BBC Studios & ABC (Australian Broadcasting Corp.) Children’s, Bluey is produced by multi-Emmy award-winning Ludo Studio. The series is distributed internationally by BBC Studios outside of Australia. Bluey currently airs in Canada on Disney Junior, Disney Channel and Disney+. In Mexico, the series can be seen on Disney Junior, Disney+ as well as Azteca 7, the country’s free-to-air network.

Eight New Licensing Deals For BBC’s Bluey


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