“Creativity is at the heart of the show and we need to reflect that”: BBC Studios’ Anita Majhu on the Bluey x Converse collaboration

Anita, let’s start with something of a silly question! What made Converse an attractive partner for Bluey?
So many things felt right to us! The first was our like-mindedness – both BBC Studios and Converse have a real sense of purpose. We were here to do something we care about. Inclusion and value for all underpins our organisation – and theirs too. There’s also a sense of creativity underpinning Bluey, Ludo Studios and Converse… Another thing is Converse’s authenticity. There’s no gap between what they say and what they do. And with Bluey being the global phenomenon that it is, that authenticity is important to us.

One other key thing was a real sense of ambition… We all felt we could really go and push ourselves to create something different, which is why the range is as wide as it is. We wanted to create a collection that meant something to people, so that was very exciting. Factoring all that in, it felt like we had something special – and that was a great base to start this relationship from.

Did the fact that both Bluey and Converse are creatively ambitious brands mean you could take ‘swings’ from a design point of view?
Everything we do is based on authenticity. We’re trying to extend the fans’ enjoyment… To do that authentically, we need the products to resonate with what they love about the show. Creativity is at the heart of the show and we need to reflect that – whether it’s in the smallest of pocket money ranges or our big brand collaborations as with Converse or LEGO. That steered where we went design-wise with all the special details that reflect moments people love.

Yes, talk me through some of those…
There’s a design feature of the red balloon from the ‘Keepy Uppy’ episode. We knew that would be instantly recognisable, but it also taps into Converse and Bluey’s shared values: movement, fun, togetherness! It was important to find ways to anchor all that into these designs, and great to do it while referencing such a loved moment. There’re plenty of other design touches: from the design of the logo lock up to the custom shoe boxes. We have details on the tongues and the shoe liner… Lots of little easter eggs that celebrate the brand.

You mentioned this is an expansive range, and it spans items in both kids’ and adult sizes. Why go for both?
Well, as a brand, Bluey’s reach is wide. It has true intergenerational appeal and, because of that, there’re opportunities to reach those audiences through product in an authentic way. And that’s also true of Converse – the ‘Chuck’ is so iconic for so many generations, so it felt like the perfect format to celebrate this love that parents, caregivers and children have for Bluey.

“We all felt we could really go and push ourselves to create something different.”

When you’re weighing up whom to work with, how much does a licensee’s approach to design factor in?
Any successful partnership in consumer products is underpinned by creativity and feeling. We had a fantastic team to work with at Converse and Ludo Studio, but it’s also critical in the delivery of a branded partnership for the audience to understand the why. We want consumers to understand why Converse and Bluey would be friends – why the partnership makes sense…

The reason the Converse and Bluey collaboration – and many of our other partnerships – are so successful is because we really think about the why… And try to convey that through the creativity of the products. That’s key – especially when you want to see the personality of both brands, like with Converse and Bluey. It’s aboutcoming together and celebrating who we both are in that shared moment.

And what do partnerships with the likes of Converse and LEGO say about where Bluey currently is on its licensing journey?
It’s wonderful to be part of a team and part of a brand that reaches so many people in this way. With Bluey, we get the privilege of turning up for the fans and kids everyday. That’s also a responsibility to do our best to use our scale for good. It’s a responsibility to work with partners that share our values and allow us to do some brilliant things. We’re fiercely proud of our relationships with the likes of Converse, LEGO, Moose Toys and our other licensed partners.

Right now, I’m really proud about our FMCG portfolio in the UK, where we have relationships with Kellogg’s, Childs Farm and many others. And Specsavers now also joins us on Bluey for kids’ prescription glasses across the UK and other international markets. This brand is at a stage where we have the privilege to show up every day on the screens that they watch us on, in their play patterns, what they wear, in their everyday moments, at their breakfast table… It’s a huge responsibility and a joy at the same time. It’s rewarding and energising!

Last question! You have a background as a buyer. Does that help inform how you do what you do?
I think that’s valuable experience to have for somebody in my role, but it’s not the only thing. What my previous 10 years at retail in buying taught me was the end-to-end value chain – so I often look across the spectrum when doing what I do now. It all comes down to knowing your consumer and making sure what we then present back to them is something that ensures they feel seen, understood and listened to… As a consumer and as a fan.