Maurizio Distefano Licensing, Italian agent for the BBC Studios’ property Bluey, the much-loved Emmy and BAFTA Award-winning animated series that was 2024’s No. 1 series on streaming, has announced a busy start to 2025 as the Bluey licensing programme continues to grow and production gets under way on the first-ever Bluey feature film for cinemas.
The major boost for an already globally popular brand came in late December 2024 when BBC Studios and The Walt Disney Company announced plans for the first-ever Bluey feature film, which will arrive in cinemas worldwide in 2027 under the Disney banner. Following a global theatrical release, it will stream on Disney+. Written and directed by Bluey creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios.
Maurizio Distefano, president of the licensing agency, said: “A major broadcasting and licensing success in the Italian market, Bluey has already gone above and beyond. Plus, its continuing popularity on multiple platforms – and news that a major film is on the way – will further boost Bluey’s already amazing success in the coming years.”
Recent and imminent launches from Italian partners include a range of colourful kids’ bicycles from Dino Bikes that launched in December 2024, while the coming year will see a range of Bluey apparel from Benetton arriving at retail in the autumn/winter period and coin-operated kids’ rides from Dedem. The continuing partnership with confectionery and chocolate giant Dolfin for seasonal treats will bring Bluey Easter eggs to retail in both 2025 and 2026.
Ongoing licensing deals range from beach toys (Adriatic), puzzles and educational games (Lisciani) and arts and crafts (PonPon) to costume characters for themed events at Leolandia Theme Park and in shopping malls, and playgrounds (Soluna) and balloons (Grabo). These are just part of a campaign that now also includes home textiles, stamps, sticker albums, dress-up and much, much more – with further announcements expected throughout 2025. These best-in-class Italian partners add to the stellar list of global partners including Moose Toys, the Lego Group, Zara, H&M and Crocs.
[1] According to Nielsen, Bluey was the No.1 most-watched series on streaming in 2024 among total viewers in the U.S., with nearly 56 billion minutes watched (930M hours). Source: Nielsen Media Research 1/1/24-12/29/24; Bluey streaming claim based on hours streamed through Streaming Content Ratings, Live Time Spent Viewing across all episodes of series captured by Nielsen.
