BBC Studios is enhancing its already successful licensing programme in EMEA for Bluey, the Emmy Award-winning TV sensation that has captivated children and families worldwide since 2018. The children’s show is set to release its first feature film in 2027. Plus, there are six new Lego Bluey products within its 4+ and Duplo product lines will launch later this year.
The multiple award-winning animation airs in over 140 territories, and licensed products are available in over 65 markets with 450 licensees globally. Bluey is a top-performing preschool show across EMEA, such as the #1 preschool show on Disney Channel in Germany and is the #1 kids show on CBeebies and Disney+ in the UK. As in the rest of the world, Bluey remains a top-performing preschool brand, with its success extending beyond the screen through a strong portfolio of licensing and publishing partnerships.
“Thanks to our best-in-class brand partnerships, and a strong and growing licensee base managed in collaboration with our agent Studio 100 International, Germany is set up for further grow and success in 2025”
Bluey’s first feature film was announced last month. Written and directed by Bluey creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. The movie is set to hit cinemas in 2027 under the Disney banner.
Consumer demand for Bluey in fashion retail continues to grow. New Bluey collections have been launched in Zara and Mango in 2024, with more expected this year. H&M is meeting fan demand with additional mini collections in SS25. Apparel ranges have also been introduced in OVS in Italy, Ackermans in South Africa, and Ofek Hol Yam in Israel.
Moose Toys Germany and BBC Studios are expanding the product portfolio with new launches, including TileTown magnetic sets, Bluey Hide & Seek games, and products supporting the “Let’s Play Chef” 2025 campaign. Other global partner toy lines are also expanding, with new Bluey bath toys from TOMY, a Bluey Junior Labyrinth from Ravensburger, and the Scooter Time Bluey from VTech.
Nicola Daglish, BBC Studios EMEA licensing manager, said: “Thanks to our best-in-class brand partnerships, and a strong and growing licensee base managed in collaboration with our agent Studio 100 International, Germany is set up for further grow and success in 2025. We expect Bluey to have its biggest year yet across all our markets in EMEA”.
Publishing also plays a key role in Bluey’s success, with Penguin Random House offering over 140 titles globally. Its German division, CBJ, has achieved impressive sales with Bluey titles, including storybooks and activity books. Bluey is also a top publishing license in Spain, France, Denmark, and Poland.
With new product launches and licensing deals, such as the exciting collaboration with the Lego Group, Bluey is poised for even greater success in EMEA in 2025 and beyond.
