Bluey marches on

With buzz brand Bluey in their portfolio, BBC Studios are set to turn heads in Las Vegas where they seek further opportunities and partnerships.

BBC Studios to Showcase Bluey Successes at Licensing Expo

Global-hit animation Bluey has understandably created a lot of industry chatter with number one rankings on channels such as Disney Junior, recent deals with Hasbro and plaudits from kids and parents alike. It would be no surprise then to see people congregating at their stand at Licensing Expo to find out what’s next for the brand and to talk about its rapid ascent. Andrew Carley, Director of Global Licensing at BBC Studios is happy to discuss the appeal of the hit Australian show, but is keen to build solid foundations rather than be carried away with recent success. “The appeal of Bluey is clear from first viewing,” he says. “First of all the quality of the writing shines through; it’s relatable, funny and clearly written from the heart – and that’s where kids and families connect with the show. Then there’s the quality of the animation, the colour palette and the rich world that the Heeler family live in (based on a version of Brisbane) which draws people in further. Praise must go to Joe Brumm, the writer and creator for this, and Ludo Studio who make the show.” Bluey follows the fun and games enjoyed by a six-year-old Blue Heeler dog (Bluey), her sister Bingo, parents Bandit and Chilli, and wider family and friends. Each episode is centred on play and adventures with the sisters’ wild imaginations creating new games which inevitably pull others in. It has been praised for its modern depictions of parenting and family life, with mum and dad sharing the load and both working (Bandit as an archaeologist and Chilli as airport security). In a Guardian article, UK thinktank Fatherhood Institute called the show ‘revolutionary’ for its depiction of dads. Its humour and broad appeal with both children and their parents led to Rolling Stone naming the show as one of its top 100 sitcoms of all time, while Vulture called it ‘the best kids’ show of our time’. So how does that appeal translate into BBC Studios’ licensing programme for the brand? “The global appeal of Bluey requires a global approach to licensing,” says Andrew. “With its existing infrastructure of multiple international licensing offices, relationships with leading licensing agencies and regional licensing specialist, BBC Studios is ideally placed to build a long-term global licensing programme. “As always, broadcast is vital and we now have top-tier broadcast partners in over 60 countries along with Disney who have global broadcast rights outside Australia and China.” Series three of Bluey debuted in its native Australia on ABC in November 2021 and is set for global release on Disney later this year. Consumers’ appetite for Bluey has already extended to the stage, with a recently announced US theatre show which previously toured Australia – playing over 300 shows in 66 venues. BBC Studios have signed up an impressive roster of global partners including master toy partner Moose Toys and master publisher Penguin Random

House as well as multi-territory deals with Crayola and Vtech. Recently it was announced that Hasbro are to produce licensed Bluey editions of classic games Monopoly and Trouble as well as Play-Doh. Bluey also became the first Australian brand to feature on Colgate products in a deal for Australia, New Zealand and Fiji. This is just one example of many regional licensing deals for Bluey around the world. Andrew says: “We have exceptional partners on board for Bluey, they genuinely get the DNA of the brand and they’re committed to the values of the show and our values too. This goes for our regional licensees and licensing agents as well as our global partners. It was important for us that we’re able to match the quality of Bluey with the quality of our consumer product offer and that we’re able to build for the long-term. “We obviously have global ambitions for Bluey and we’ve put in place solid foundations for it to grow. For that we need the right partners whose enthusiasm matches our own.” The Moose Toys range has exceeded everyone’s expectations, including in the UK where it was the #1 new pre-school toy brand in 2021 according to NPD data, and has also been nominated for a prestigious Licensing International Excellence Award – with the winner set to be announced in Las Vegas With many partners already on board and Bluey having already bagged award wins and success at retail what does that leave open for Licensing Expo? “We’re always seeking partners who can help build Bluey fans’ off-screen experiences for the long term. We’re also looking for partners for promotional tie-ins and experiential opportunities that build on fan and consumer engagement. “Aside from that, it’s a good opportunity for us to meet with people from across the industry and to see a lot of our partners together in one place – it’s been a while since we were last able to do this. And we’re there to represent all markets and other brands too in addition to Bluey!” BBC Studios wider portfolio includes hit children’s preschool show Hey Duggee which was recently commissioned for a fourth series for broadcasters including CBeebies in the UK and has recently announced new deals for health and beauty products and wheeled toys. Doctor Who is also licensed and distributed by BBC Studios, with a new doctor set to be unveiled this year. Other brands include Top Gear, Strictly Come Dancing/Dancing With The Stars and BBC Earth.