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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