Under this new licensing agreement, Hakuhodo will work with local partners to drive the strategic expansion of the licensing programme for Bluey across a wide range of categories, including local toys, lifestyle products, apparel and accessories, homeware, live events and more.

“We’ve seen incredible momentum for Bluey in Japan over the past year, with a passionate and rapidly growing fan base embracing the brands across generations,” said Suzy Raia, EVP for Global Consumer Products at BBC Studios.

“We are thrilled to have a partner like Hakuhodo, who shares our vision and enthusiasm of bringing Bluey to life through locally relevant products and experiences that have resonated strongly with Japanese fans. Together, we’re excited to build on this success and unlock even more new opportunities to connect more families with the joy, humour and heart of the Bluey brand.”

A representative from Hakuhodo Inc added: “Bluey is a globally beloved brand that celebrates family, friendship and the power of play, inspiring children to explore their imagination, creativity, and emotional development.

“Through this partnership, Hakuhodo will go beyond products licensing to deliver exceptional brand experiences to fans by leveraging its people-first mindset and extensive network of corporate partners, working closely with businesses and local communities.”

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The first three books in the slate include Bluey’s Beach Day and Bingo’s Backyard activity books, as well as a Colour and Play! Colouring Pad. All three will come with an official cover-mounted LEGO Bluey minifigure and custom play accessories.

“Bluey is a global phenomenon and one of the most-watched television shows worldwide,” said Anna Fickenscher, Relationship & Development Director at AMEET.

“Bringing Bluey and her family into the LEGO ‘Playful Reading’ ecosystem is an incredible milestone for the AMEET team. By ensuring that each book contains an authentic LEGO Bluey minifigure and matching accessories, these engaging activities and illustrations will be sure to delight the next generation of fans.”

Jan Paterson, Director, Books and Audiobooks Publishing at BBC Studios added: “We are thrilled to further expand our highly successful Bluey publishing portfolio with AMEET, the LEGO Group’s official publishing partner.

“We are confident that AMEET’s exciting new range of premium LEGO Bluey activity and colouring books will prove hugely popular with Bluey fans and spark strong interest from retailers alike.”

AMEET will be showcasing its’ new LEGO Bluey range at upcoming international book fairs to discuss co-edition deals with publishers around the world.

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Bluey: The Beach and Other Stories launches globally on September 1st but is available to pre-order now. Narrated by Australian actress Miranda Tapsell – who voices Dougie’s Mum in the TV series – the collection also features sounds from original episodes.

The audiobook includes the popular stories Baby Race, Barky Boats, The Beach, Charades, Daddy Robot, Magic Xylophone, The Pool and Typewriter. This collection offers families a new way to enjoy some of Bluey’s most popular picture-book stories.

Jan Paterson, Director of Books and Audio Publishing at BBC Studios, said: “With Bluey continuing to be one of the top-performing children’s publishing brands, it’s exciting to see that audience appetite extend into audiobooks. The strength of engagement we’re seeing from families makes this a natural next step, giving listeners a new way to connect with Bluey through stories and characters they already know and love.”

Rianna Mezzullo, Publisher, Penguin Random House Children’s Licensing, added: “By bringing these much-loved picture books into an audio format, we’re expanding how Bluey stories can be experienced by young readers while highlighting the important role audio plays in sharing stories.”

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In each episode, well-known personalities step into the kitchen for a Bluey-themed baking challenge. Australian cake artist Tigga Mac hosts the series and provides video demonstrations for two famous faces to help them assemble and decorate cakes in home kitchens, before Tigga crowns a winner in a light-hearted final judging.

The series features seven x four to six-minute episodes that will be released on the official Bluey channel on YouTube and Bluey.TV, with new episodes released weekly on Tuesdays.

Contestants in the series inlclude Melanie Zanetti and Dave McCormack, who voice Chilli and Bandit in the series, while other famous faces include Adam Hills, Maisie Adam, Isy Suttie and more.

Check out the first episode below:

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The collaboration expands one of the world’s most beloved TV series into immersive, audio-first experiences for kids and their families. The range rolls out across North America, DACH, the UK, France, Australia and New Zealand from June through October.

The offering spans three Classic Tonies figurines – including Bluey, Bingo and Muffin – that will debut in North America, DACH, the UK, France and New Zealand. Themed accessories, including Bluey Listen and Play bags and a Bluey Toniebox 2 sleeve will be available across all markets.

“At tonies, we’re listening to our audience and responding to what excites them,” said Tobias Wann, CEO of tonies.

“Few brands capture family connection and playful storytelling quite like Bluey. For years, families around the world have asked for Bluey on the Toniebox, and we are incredibly proud to bring this beloved world to life in a way that feels uniquely tonies. This partnership is another powerful example of why many of the world’s leading family brands trust tonies to thoughtfully extend the stories fans already love.”

Suzy Raia, EVP Global Consumer Products at BBC Studios, added: “Bluey has always encouraged children to jump into play and tonies brings that spirit to life in a truly special way. We are especially excited by Tonieplay and how it invites families to actively take part in the stories they love. Together, we’re thoughtfully expanding the Bluey universe through immersive storytelling and play in ways that feel authentic, playful, and true to the heart of the brand.”

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Bluey’s Library invites families to explore a virtual library where fans can interact with their favourite Bluey episodes in new ways. Within each story, players can digitally explore animated elements, scrolling scenes, lift-the-flap surprises and hidden longdogs.

Bluey’s Library launches with three fan-favourite episodes – Army, The Adventure and Stories – reimagined as immersive, interactive journeys, with more stories to be added.

Beyond the stories themselves, users can create personalised colouring sheets and bookmarks using digital stickers, save them in their own “book bag,” and print them out to continue the fun offline.

“At BBC Studios, we think about how stories become worlds that families can live with,” said Simon Clarke, Director of Digital at BBC Studios.

“Bluey’s Library builds on what audiences love about Bluey, creating an interactive space that feels true to the brand – playful, creative and full of surprises – while giving families new ways to explore, create and experience those stories together, both on and offline.”

Bluey’s Library has been developed in collaboration with children’s digital agency Jollywise and Ludo Studio.

Bluey’s Library is available now on the official Bluey website, here.

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Bluey’s Big Play – The Stage Show returns to the US this June and tours continue in the UK and Australia, including a return to the Sydney Opera House. Additionally, a Bluey exhibition at ACMI is opening in Melbourne in mid-2027 before embarking on a global tour.

From Moose Toys, new lines include Bluey’s Light & Surprise Heeler House, the biggest and most feature-packed Bluey house to date, while LEGO is bolstering its range with next sets next month. Plus, in partnership with DK, the first LEGO DUPLO Bluey book – LEGO DUPLO Bluey: Flat Pack – arrives in September.

BBC Studios has also renewed its successful global partnership with Hasbro with co-branded games such as, Operation, Guess Who?, Bop It! and more launching later this year. ​

The brand’s collaboration with Jazwares has been extended for HugMees and Squishmallows in North America, with the addition of BumBumz plush this year, and global expansion across Australia, Latin America, and the UK. Partnerships for North America have been renewed with Spin Master, JAKKS Pacific, and Sakar International.

In addition, a partnership with CATAN will see a Bluey edition of the popular game land in the US, Canada, UK, Australia, New Zealand and the Nordics in 2027. Other new partnerships include a line of creative play products from Sarah’s Silks in North America, Bluey Fun Floor Playmats from Stormin Studios and themed fishing gear from Pure Fishing Inc.

In food, a new partnership in the UK with Heinz will see Bluey Pasta Shapes and Hero Goodies Fruit Bars land in stores this year. In the UK and EIRE, Kellogg’s is expanding its Bluey range to include Multigrain bars, launching across all major grocers.

For the bedroom and bath in the US, Felt Right brings Bluey-inspired wall décor to shelves, while Spongellé will introduce playful shaped soap-infused body sponges and gift sets later this year.

In addition, Havaianas has launched two kids’ Bluey sandals to stores in Brazil, while Bluey’s partnership with Specsavers expands with a new kids’ frames range launching across all its markets this summer.

“With over 45 billion minutes viewed and holding the No. 1 most-streamed title in the US for two years running, Bluey’s impact is undeniable – but for us, the screen is just the starting point,” said Suzy Lee Raia, EVP of Global Consumer Products at BBC Studios.

“Every partnership and experience we build is designed to create the kind of moments the episodes themselves deliver, ones that fans anticipate, gather around, share, and come back to again and again.”

Stephen Davies, SVP, Global Licensing at BBC Studios, added: “For us, extending Bluey beyond the screen is about finding meaningful ways for families to step into the world they already love – building authentic shared moments that hold their meaning across generations.

“Whether it’s through a live experience, a game or a book, every touchpoint is designed to capture the same sense of play and connection that defines the series – meeting audiences wherever they are and giving them new ways to engage, together.”

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Bluey takes on Cross Road Castle, stitch., puffies., Suika Game+ and Disney Coloring World+ will run through June 24th for stitch.; July 8th for puffies. and July 21st for Crossy Road Castle, Suika Game+, and Disney Coloring World+.

“As we continue to grow Bluey in interactive, it’s important that each experience reflects what families love about the brand – its playfulness and creativity, and how it brings people of all ages together,” said Marina Mello, BBC Studios’ Global Director, Gaming & Interactive.

“Apple Arcade stands out for its commitment to quality and a safe, frictionless experience for families, making it a natural fit for these limited-time experiences designed to be enjoyed together.”

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Developed by Gameloft Brisbane in close collaboration with Ludo Studio, and BBC Studios, the game sees Bluey and Bingo find Dad’s old camera and set off on an exciting family trip.

Through the lens of this camera, players explore Bluey’s family home and locations around Brisbane, snapping photos, decorating scrapbooks and uncovering surprises.

The game promotes growth and connection through play, encouraging younger players to experiment through sandbox-style gameplay. With Co-op Play, two players can share the adventure together as Bluey and Bingo. One player leads the adventure behind the camera, while the second player strikes a pose. ​

Bluey’s Happy Snaps will be available on PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, Nintendo Switch, Nintendo Switch 2 and PC later this year.

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Across photos and drone footage, the theme park showcases the ride in action, as well as Bluey’s family home which acts as a photo-opportunity for fans.

The ride twists and turns through Bluey’s backyard and is specifically designed for pre-schoolers and young families. Park-goers can experience the ride when it officially opens on March 28th.

“It’s exciting to be able to give eager fans and families a first-look at our newest attraction Bluey the Ride: Here Come the Grannies! this spring at Alton Towers Resort,” said Howard Ebison, Vice President of Alton Towers Resort.

“This first glimpse of the ride shows what promises to be an exciting experience for the whole family – from little ones to grandparents – which bring the limitless energy of Bluey to life.”

Natasha Spence, Events Director, Live Entertainment at BBC Studios, added: “We know our Bluey fans can barely contain their excitement for the new ride, and this drone footage lets us see exactly why –showcasing Bluey’s first-ever coaster at CBeebies Land at Alton Towers Resort as a child experiences it.”

Check the ride in action below:

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