BBC Studios has announced Robin Gay as the new Brand & Marketing Director for the global hit kids show Bluey.
Reporting into Marketing Vice President of Kids & Family, Harriet Newby-Hill, this new role will see Robin leading the global brand and marketing strategy for Bluey, considered one of the top children’s shows internationally.
Robin’s new role will involve working across all lines of business as the Bluey brand continues to expand, BBC Studios says. He will work directly with Bluey regional marketing and licensing teams to build strong relationships with key partners and to implement Bluey’s global brand and marketing plan. Robin will also be accountable for the delivery of outstanding global campaigns that will drive new audiences to the brand and delight existing fans.
“I’ve been observing Bluey from the side lines for quite some time and been impressed with its global growth trajectory,” Gay said. “So it is with much excitement that I’m joining the fantastic team at BBC Studios, to help drive the franchise to even greater success.”
Robin joins BBC Studios with over 25 years of experience working in kids’ media as a brand and marketing expert, including working at The Walt Disney Company, leading European franchise strategy for brands such as Winnie the Pooh and Phineas and Ferb, and driving Thomas and Friends to be the number one boys pre-school brand in key markets during his tenure at Mattel.
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Over the years, he also worked at NBCUniversal and WarnerMedia, with his most recent role at Hasbro where he was Vice President for Global Brand and Franchise Strategy for Peppa Pig.
“I am absolutely thrilled that Robin is joining BBC Studios to lead the brand and marketing strategy for our beloved Bluey. Robin’s experience, creativity and thoughtful leadership style will be of huge value as we enter the next phase of sustained global growth for Bluey,” said Newby-Hill.
BBC Studios Brands and Licensing team, under its President Nicki Sheard, grows audiences through innovative licensing of ideas and characters of both up-and-coming shows and popular titles such as Doctor Who and BBC Earth.
The role of brand director for Bluey is an important one for the BBC universe. The show, developed in Australia, has become the studio’s most popular children’s show, and is aired throughout the world
A global-ratings hit, the series has enjoyed a plethora of critical success at home and abroad, winning a 2022 BAFTA Children & Young People Award in the International category, and picked up its fourth consecutive AACTA Best Children’s Programme award—in addition to an International Emmy and numerous craft and production awards around the world.
Jointly commissioned by ABC Children’s and BBC Studios Kids & Family, Bluey is produced by multi-Emmy award-winning Ludo Studio in association with Screen Queensland and Screen Australia.