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From Mattel and MAGNA-TILES to Tonies, Heinz and much more, Bluey expands its licensing footprint with new partnerships and category expansions spanning play, family routines, entertainment and everyday life

Tuesday 29th September, London - BBC Studios will showcase continued global momentum across its licensing portfolio at Brand Licensing Europe 2026, with new and expanded partnerships encompassing toys, FMCG, health and beauty, publishing, audio, partyware and experiences.

The slate spans brands including Bluey, Doctor Who, Only Fools and Horses and The 1% Club, \u200b reflecting BBC Studios’ approach to building long-term value around iconic brands and new IP like My Friend Maisy through the right growth model for every story.

A key focus for BBC Studios at this year’s BLE will be its multiple award-winning property Bluey, whose accolades include winning ‘Best Preschool Licensed Property’ at the Licensing Awards five years in a row. Bluey’s global growth continues to show how BBC Studios builds stories people live with: extending the brand into more ways for families to play, connect and engage, whilst staying true to the humour, heart and emotional truth of the series. Guided by its 2026 theme “Playdates with Friends” and the ongoing global campaign, “Play The Bluey Way”, BBC Studios is working with partners to create authentic touchpoints that help families bring the spirit of Bluey into everyday life.

Suzy Raia, EVP Global Consumer Products, BBC Studios, said: “At BBC Studios, we believe enduring franchises are built by understanding what audiences love most about a story, then finding the right ways for them to experience it beyond the screen. Bluey is a powerful example of that approach. Play, family and emotional connection are built into the heart of the property, and as we continue to grow the brand globally, our focus is on partnerships that feel authentic, deepen that connection and give families new ways to experience Bluey in their everyday lives.”

This approach is being brought to life through new launches, renewals and category expansions across key markets, including:

EXPANDING PLAY-LED PRODUCTS: New and expanded partnerships include: a multi-year global licensing partnership with Mattel that will bring Bluey products to Barbie, Hot Wheels, Fisher-Price, Polly Pocket and Uno, beginning this autumn; MAGNA-TILES for magnetic building sets, launching across the US, Canada, Mexico, UK and Eire, Nordics, EMEA and ANZ from 2027; Addo/Early Learning Centre for a new range of developmental wooden toys launching in Q4 2026; and continued momentum across toys with new and returning partners including Moose Toys, LEGO®, VTech and TOMY.

BRINGING BLUEY INTO EVERYDAY FAMILY ROUTINES: Bluey continues to expand across food, health and personal care products, with new and expanded launches featuring: \u200b Heinz Bluey Pasta Shapes landing at retail in the UK: Kellogg’s Bluey cereal bars following the success of its ‘Product of the Year’ winning multigrain Bluey cereal; the addition of the award-winning Bluey suncare line by existing partner Childs Farm; plus Bluey frames are now a part of \u200b Specsavers prescription glasses range for children across the UK, Northern Europe, ANZ and Canada.

EXPANDING FAMILY ENGAGEMENT ACROSS FORMATS: Rolling out across North America, DACH, the UK, France, Australia and New Zealand, Tonies brings Bluey to families through a collection of physical character figurines delivering audio content and stories, and the new Tonieplay™ Game featuring interactive mini games and storytelling. \u200b While publishing, digital and gaming continue to expand the Bluey universe. Highlights include the first LEGO® Duplo Bluey title ‘Flatpack’ from DK and new LEGO® Bluey activity books by new partner AMEET, plus an expanded Penguin Random House Bluey publishing range now available in 30 languages. There’s also Bluey’s Happy Snaps, a new video game, launching October 15 and The Bluey Album Box Set, bringing together for the first time all four hit Bluey albums on CD and Vinyl and releasing in November. Procos and Unique will also expand Bluey partyware across EMEA and the UK, helping families bring the brand into birthdays, celebrations and everyday play.

EXPANDING FAMILY ENGAGEMENT ACROSS FORMATS: Rolling out across North America, DACH, the UK, France, Australia and New Zealand, Tonies brings Bluey to families in new ways, with a collection of physical character figurines delivering audio content and stories, alongside the new Tonieplay™ Game featuring interactive mini games and storytelling. The wider Bluey universe also continues to grow across publishing, digital and gaming, with new launches including the first LEGO® Duplo Bluey title, ‘Flatpack’, from DK, new LEGO® Bluey activity books from new partner AMEET, and an expanded Penguin Random House publishing range now available in 30 languages. In gaming, Bluey’s Happy Snaps launches October 15, while The Bluey Album Box Set, bringing together all four hit Bluey albums on CD and vinyl for the first time, arrives in November. Meanwhile, Procos and Unique will expand Bluey partyware across EMEA and the UK, helping families bring Bluey into birthdays, celebrations and everyday play.

BUILDING GLOBAL MOMENTUM ACROSS NEW CATEGORIES AND MARKETS: Bluey is also expanding its lifestyle and collectibles footprint with Funko Pop! figures launching across major EMEA retailers, a global partnership with clothing and lifestyle retailer LC Waikiki secured by BBC Studios’ licensing agent for Turkiye, Spacetoon International. Plus new and renewed partnerships across softlines, FMCG and hardlines in the UK, EMEA, US, LATAM and ANZ.

At BLE, Suzy Raia will also join License Global for a fireside chat exploring how authentic storytelling can evolve into global, multi-platform franchises. Titled 'The Bluey Effect - Building Franchises For Generations', the session will spotlight Bluey’s continued growth beyond the screen and BBC Studios’ wider approach to building enduring IP through audience insight, emotional connection and carefully curated partnerships.

BBC Studios can be found at BLE 2026 at stand B181. \u200b

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Notes to editors

  1. For recent Bluey Highlights including award-wins, franchise success, information on broadcast and streaming and more visit: Bluey highlights
  2. A full list of new and expanded partnerships for Bluey being showcased at BLE 2026 is available here
  3. The Bluey Suncare Range from Childs Farm won the Best Licensed Health and Beauty Range award at The Licensing Awards 2026
  4. Suzy Raia, EVP Global Consumer Products, BBC Studios, will join License Global for the fireside chat: The Bluey Effect - Building Franchises For Generations' on Wednesday 7th October, 11:30am – 12:15pm at License Global Main Stage, Brand Licensing Europe, ExCel London

For more information, please contact:

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ABOUT BLUEY \u200b

Bluey follows a loveable, inexhaustible blue heeler dog who lives with her Mum, Dad and little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun. Celebrated for its humour, warmth and relatable portrayal of everyday family life, Bluey has earned a devoted global audience through stories grounded in play, emotional truth and authentic moments that resonate across generations. A true phenomenon, Bluey is one of the most loved and watched family entertainment brands, captivating adults and children alike. \u200b

Bluey is the creation of writer and director Joe Brumm and is produced by multiple Emmy® Award-winning Ludo Studio. Commissioned by BBC Studios Kids & Family and ABC Children’s, BBC Studios brings Bluey to audiences internationally through distribution and licensing. The first-ever feature film, The Bluey Movie, lands in cinemas on 6 August 2027. Written and directed by Joe Brumm and produced by Ludo Studio in collaboration with BBC Studios, the CG-animated feature marks the big screen debut for Bluey and her family. BBC Studios is financing and licensing the picture with theatrical distribution through Walt Disney Studios. \u200b

Bluey | Website |YouTube Facebook | Instagram | TikTok | \u200b

About BBC Studios Brands & Licensing

The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. Partnering our iconic brands - including Doctor Who and Bluey - with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Digital drives over 1 billion views per month, offering advertising and branded content opportunities. Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth. \u200b

BBC Studios | Website | Press Office | LinkedIn | Instagram | \u200b

ABOUT LUDO STUDIO \u200b

Ludo Studio is a BAFTA, multi-Emmy®, Logie and Peabody award-winning Australian studio and one of TIME’s Most Influential Companies of 2024, that creates and produces original scripted drama, animation and digital stories that are authored by incredible local talent, distributed globally and loved by audiences everywhere. ludostudio.com.au \u200b

 

 

 

 

 

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