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 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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Under the new agreement, BBC Studios will lead global franchise expansion for My Friend Maisy across consumer products, licensing and content distribution outside Greater China, with Trustbridge Entertainment retaining rights within the region.

A second series of the show – which is inspired by Lucy Cousins’ Maisy books – has also been greenlit, with production to begin later this year.

“We are delighted to be expanding our partnership with BBC Studios across global brands and licensing, as well as a second series of this much-loved brand,” said Bob Higgins, President at Trustbridge Entertainment.

“We know that generations who grew up with author Lucy Cousins’ beloved, distinctively drawn Maisy mouse books will be excited to share meaningful experiences and co-viewing moments with their young families.”

Suzy Raia, EVP Global Consumer Products at BBC Studios, added: “We are hugely excited to welcome the publishing icon Maisy into the BBC Studios’ Brands and Licensing family. ​

“The partnership marks a vibrant new chapter for the heritage brand, greatly enriches our globally respected brand portfolio, and opens the door for incredible commercial opportunities with this joyful preschool property. We are also delighted to have green lit series two, which is fantastic news for the ever-expanding My Friend Maisy fandom.”

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The multi-year agreement builds on the sustained global performance of Moose’s Bluey range, which continues to enjoy strong consumer demand and industry recognition.

“Moose Toys has been an outstanding partner in building an innovative toy and games program that reflects the authenticity, creativity and emotional heart of Bluey,” said Suzy Raia, EVP of Global Consumer Products at BBC Studios.

“As Bluey enters an exciting new chapter, including its first feature-length movie, this renewal provides a strong foundation to continue growing with toys that genuinely connect with families worldwide.”

Ronnie Frankowski, CEO at Moose Toys, added: “We’re incredibly honoured to have been part of bringing Bluey to life from the very beginning, and very proud of the award-winning toys and unforgettable play experiences we have created with BBC Studios and Ludo Studio.

“As a fellow family-founded Aussie company, Bluey has always felt close to home for us. It represents the kind of joy we love creating at Moose, so taking Bluey into its next adventure is a defining moment and the realization of what we always believed Bluey could become.”

This year, Moose Toys’ Fall Bluey line-up includes items like Bluey’s Light & Surprise Heeler House, the Bluey Sleepover Figure 4 Pack nd Bluey’s Cruise Ship playset.

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“Bluey is an iconic brand with strong global traction that has captured the hearts and imaginations of families and collectors everywhere,” said Andy Oddie, Chief Commercial Officer at Funko.

“We’re extremely excited to partner with BBC Studios to bring Bluey into our POP! portfolio and to offer a new way for Bluey’s broad and dedicated fandom to celebrate their admiration for the series.”

Suzy Raia, EVP, Global Consumer Products at BBC Studios, added: “This new collectibles partnership with Funko highlights how Bluey reaches beyond preschool and has a multigenerational fandom.

“These adorable collectibles are a fun way for fans of all ages to keep and share their favourite characters and moments.”

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Following last year’s ‘Let’s Play Chef’ theme, the theme for 2026 is ‘Playdates with Friends’. LEGO is expanding its Bluey offering across DUPLO and LEGO 4+ with new sets aligned with that theme.

Elsewhere Moose Toys is launching Bluey Fuzzies – a collectible line of soft, flocked mini figures inspired by memorable episodes. The range will span over 80 characters across themed packs and deluxe sets. Moose will also expand its Bluey range with the Deluxe Surprise House and a new vehicle range including the new Cruise Ship which hits retail AW 2026.

BBC Studios’ deal with TOMY has expanded into a global renewal (excluding Japan), boosting retail coverage across Europe, Latin America, Asia, and established markets like North America and ANZ . TOMY is bringing Bluey into lines like Screwball Scramble and Build a Buddy in 2026, and the collaboration will continue to build Toddler Feeding in North America and ANZ.

“At its heart, Bluey is about play, the kind that brings families together and creates memories,” said Suzy Raia, EVP, Global Consumer Products at BBC Studios.

“2025 was a landmark year, with Let’s Play Chef capturing that spirit through experiences and activations that resonated with fans across the globe. As we look ahead to 2026 and our ‘Playdates with Friends’ theme, we’re excited to keep raising the bar with best-in-class products and our brilliant partners who help Bluey inspire shared play on a truly global scale.”

Staying with toys, BBC Studios has extended its partnership with VTech for a further two years, while HTI Toys has renewed its licensing partnership for Bluey roleplay, bubble, and select outdoor and music toys. New items in this range for AW26 include My First DJ Decks, Afternoon Tea Set and Jam with Bluey. 8th Wonder and Ravensburger are broadening their Bluey lines too. Ravensburger will introduce Bluey BRIO products in AW 2026, as well as a Puzzle Night Light in Spring 2026 and a Tiptoi game (in GAS markets only.)

Elsewhere, Goliath is introducing Don’t Wake Dad – Bluey Edition for A/W 2026, Cartamundi is launching Bluey Bicycle Playing Cards from S/S 2026 and Jumbo/Galt is rolling out Water Magic and Electro games.

Demand across Asia also remains strong. In Japan, Moose Toys has launched its Bluey toy range via TOMY, alongside the debut of the first-ever Bluey capsule – or “Gacha” – toys rolled out across hundreds of capsule toy vending machines nationwide. Publishing partner Shogakukan Creative also released the first Japanese-language Bluey storybooks with more titles in the works.

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In her role, Suzy will lead the global consumer products business, overseeing brand partnerships, retail development and product innovation across BBC Studios’ award-winning portfolio. She will continue to report directly to Nicki Sheard, CEO of Brands and Licensing, and remain based in New York.

“Show to Shelf is central to how we grow our brands globally – it’s about making the magic audiences see on screen part of our audiences’ everyday lives, and Suzy has been pivotal in championing that philosophy,” said Nicki Sheard, CEO of Brands and Licensing at BBC Studios.

“Her ability to understand what fans want and turn that into meaningful consumer experiences ensures our IP resonates far beyond the screen. She is helping us build ecosystems where fandom can truly flourish.”

Suzy Raia added: “I continue to be grateful for being surrounded by a world-class team as we take Bluey to the next level and bring audiences the most epic moment yet, the Movie!

“I’m looking forward to not only the future of Bluey but the future of BBC Studios as we continue to build out our brand portfolio and maximize the capability we’ve built globally.”

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“The colourful, playful and visually distinctive world of Bluey comes to life beyond the screen in a spirited home furnishings collection,” said Allison Spampanato, Senior Vice President of Product Development at Pottery Barn Kids.

“The show’s heart, humour and focus on family aligns with Pottery Barn Kids’ commitment to creating fun, kid-friendly and quality spaces that appeal to the whole family.”

Suzy Raia, SVP of Consumer Products for BBC Studios, added: “Pottery Barn Kids is known for exceptional quality and stylish designs, and we’re delighted to partner with them on this gorgeous, fashion-forward collection.

“The playful nature of Bluey and her family shines through with each item. We know that kids and families will love them at home and for back-to-school.”

The Bluey x Pottery Barn Kids collection is available at www.potterybarnkids.com and in all Pottery Barn Kids retail stores.

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In terms of content, quality storytelling and that authentic connection to viewers is what always seems to break through. What makes Bluey unique, though, is its broad multi-generational appeal. Joe Brumm and Ludo Studio have masterfully pulled together the most brilliant writing with the most beautiful artwork that connects with families. It’s relatable, it’s funny… It’s an aspirational reflection of family life that touches the hearts and minds of people all over the globe.

Does that also point to why it’s been able to thrive across so many categories?
Absolutely. I’ve worked on dozens of shows that were great shows with great ratings and solid fan bases, but could never really resonate in consumer products. Characters in Bluey are adorable from a design perspective and have this beautiful simplicity – and the gender-neutral colourations don’t alienate parts of the audience. Those are all foundational components that make the characters translatable into a broader array of different products.

Ultimately, though, the reason Bluey resonates so well in products is because kids, parents and even adults that don’t have kids identify with the aspirational qualities of these characters. They’re proud of the fandom they have for the series – and they want to display this fandom! It’s this community-building attribute that brings people together around the brand and that’s powerful.

Great answer. And how would you define the current licensing strategy for Bluey?
Bluey has all the ingredients to be here forever. My ambition for the brand is to ensure that we’re giving the characters, the show and the IP itself every opportunity to be a generation defining hit that carries on for years and years to come. That said, we’re not in a rush to develop every category today or tomorrow. We have – I hope – 25, 50, 75 years of Bluey where we can continue to grow and find surprising touchpoints that keep Bluey part of everyday pop culture on an ongoing basis.

What categories are doing well for Bluey?
We led with core pre-school categories – books, toys, games – and they’ve all worked well. Beyond that, it’s about displaying fandom and drawing from moments of the series that really connect with fans. You can see that through the style guides we give to our softlines partners, and through our apparel programme. Our softlines programme has been phenomenal.

We’ve also launched products in the consumer-packaged goods space across Australia, the US, the UK and Europe. Those have been successful, whether that’s with Colgate or General Mills or Kellogg’s. The retail sales illustrate how Bluey can be part of all of the moments in your daily life routine. We’re committed to creating unforgettable moments for fans and their families…

Live experiences are key to that. Our first stage show – Bluey’s Big Play – continues to tour. Our new stage show for fans in Mexico, Bluey En Vivo – Diversión en Familia, debuted successfully and is on tour. We have our acclaimed Bluey’s World immersive adventure, back home in Brisbane and top-selling Bluey x CAMP now open in New York, Houston, Philly and Boston after successful runs in LA and Chicago. In Latin America, experiences are a core part of our strategy with openings in Brazil, Peru, Chile and more to be announced.

And what’s the latest with Disney?
With Disney, we’ve expanded our partnership to include Disney Parks, so you’ll see Bluey at Disney World in Florida, Disneyland in California and Disney cruise ships. I mean, who does it better than Disney Resorts and Parks?! We’re looking forward to showing you and the fans more about what our plans look like as we develop our parks proposition.

Another exciting recent partnership is your collaboration with LEGO for Bluey sets. What makes this a winning team-up?
Regardless of category, we look to partner with the best-in-class brands in anything we do – and LEGO is an aspirational partner for any brand. What a testament to the strength of Bluey that it has appeal strong enough for LEGO to choose Bluey as a brand partner. We’re really grateful for the opportunity to partner with them.

Both brands have such multi-generational appeal… I can’t think of another brand that could launch sets across both LEGO DUPLO and LEGO 4+ ranges simultaneously. That’s really special in itself. Creativity, storytelling, playfulness and imaginative play are all core attributes that align nicely between both brands, so it was a no-brainer in that respect.

Sticking with toys, Little Tikes has also debuted a Bluey collection… Which includes a Grannies’ Car Coupe, as seen in the show…
Yes, Little Tikes is a phenomenal pre-school brand. They’ve built a beautiful array of outdoor toys that we know will resonate with our audiences globally. And Cozy Coupe is iconic, so when we saw a similar car appeared in the show as part of the Grannies pretend role-play – and it became a fan favourite moment – we had an ambition to create an authentic Grannies car… And of course, we didn’t forget to include a can of beans!

Finally, what fuels your creativity?
We in Brands and Licensing try to view everything through a brand, and fan, lens first and foremost. On a personal level, I think about what’s important to me as a mom, as a fan and as a consumer – that’s my filter. Is this good for the brand? And how does it enrich the Bluey story? If it’s the right thing to do for Bluey, then it’s usually the right thing to do for families and fans.

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“Bluey’s love for Baked Beans and family is a perfect fit for Bush’s,” said Stephen Palacios, Senior Vice President of Marketing & Innovation at Bush’s.

“With new Bush’s Bluey Baked Beans, families can enjoy sharing delicious meals together and turning seemingly everyday things, like baked beans, into fun adventures.”

Suzy Raia, SVP Global Consumer Products at BBC Studios, added: “This partnership is a natural fit, as fans know, baked beans are joyfully featured in favourite episodes like ‘Grannies’ and ‘Fancy Restaurant’ that have trended on social media.

“The Bluey artists at Ludo Studio are in on the fun, collaborating with our team on this bespoke can design. What better way to celebrate our 2025 ‘Let’s Play Chef’ theme than by giving families a way to enjoy making something delicious together.”

Bush’s Bluey Baked Beans hit shelves in the US in May and will be available at Walmart, Amazon and other retailers.

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