BBC Studios grows Bluey licensing program following ATA Award wins

BBC Studios, distributor and licensor for the multiple Emmy® award winning animated series Bluey, is continuing to scale up its consumer products program. Major global partner renewals, new ANZ licensing deals, expanded live entertainment offerings in Australia and a dual win at last night’s Australian Toy Association (ATA) Awards in Melbourne show Bluey’s growth continues at pace.

As Bluey continues to expand globally, the brand remains exceptionally strong across Australia and New Zealand, where it is firmly established as a leading preschool property at retail. With new toy lines and licensed product categories set to launch throughout 2026 and 2027, Bluey’s presence across the ANZ market continues to grow supported by strong consumer demand and long-standing retail partnerships.

In ANZ, Bluey continues to perform strongly across toys, apparel, FMCG and experiential categories, with product innovation at the core of the brand’s ongoing momentum. Bluey’s 2026 brand theme, Playdates with Friends - which celebrates connection, imagination and social play - is inspiring a new slate of toys, apparel, experiences and collaborations rolling out worldwide. 

Alongside this, on Sunday 1 March, BBC Studios and Bluey took home two prestigious honours at the 2026 ATA Awards, including Infant/Pre-School License of the Year (0-4) and Overall License of the Year.

Sharon Wilson, Director of Brands & Licensing ANZ says: “Play sits at the heart of Bluey, inspiring the kind of shared moments families’ treasure. Looking ahead to 2026 and our ‘Playdates with Friends’ global theme, we’re committed to elevating the brand through innovative products and outstanding collaborations. Our brilliant partners play an essential role in bringing Bluey to life, particularly across here in Australia and New Zealand, where the brand’s strength continues to shine.”

Following a wave of renewals recently, key global partners are rolling out ranges that encourage shared play, creativity and storytelling. In Toy this includes: new LEGO DUPLO® and LEGO 4+ Bluey sets from LEGO; highly collectible new formats from Moose Toys with the launch of Bluey Fuzzies; and continued innovation in electronic learning toys from VTech. The theme also feeds into renewed and expanded ranges from TOMY, spanning bath play, water-powered and imagination-based toys, extensions into proprietary TOMY play systems, and the continued growth of Bluey toddler feeding products now launching in ANZ. 

Local demand continues to attract both new and returning licensing partners across ANZ too. In 2026, new signings including Majans, Gund, Kidz Toys, Erstwilder, Streets, Play Pouch, PI Kids, Birch Creative and MADMIA will introduce Bluey products to market, further extending the brand across everyday consumer categories. These launches sit alongside expanded ranges from established partners such as Bonds, Cotton On, Adairs, Crocs, Peter Alexander, Designworks, Hunter Leisure, Hot Topic and Bunnings Warehouse.

Such partnerships are supported by Bluey’s sustained popularity and strong visibility across broadcast, streaming and live experiences, publishing, gaming and music - all of which continue to drive retail momentum across ANZ. Bluey holds as the leading children’s program across ABC platforms, recording 4.8 billion minutes viewed on ABC iview in 2025, and remains Australia’s number one kids’ show. Internationally, it was the most-watched series worldwide on Disney+ in 2024 and the most-streamed show in the U.S. in both 2024 and 2025. Bluey is the number one show on Disney+ and CBeebies in the UK too - and has been streamed over 1 billion times since it launched on BBC iPlayer.

Bluey’s experiential presence continues to grow in Australia, further strengthening the brand’s connection with local audiences. In Brisbane, Bluey’s World has welcomed more than 430,000 visitors and was named one of TIME’s World’s Greatest Places in 2025, with the experience extended through November 2026 due to strong demand. Live entertainment also remains a key driver, with the Olivier Award‑nominated stage show Bluey’s Big Play continuing a major Australia-wide tour, reinforcing the brand’s visibility beyond retail.

Penguin Random House Australia (PRH AU) recently celebrated over 10 million Bluey books sold across 100 titles in ANZ, cementing the series as a powerhouse in the local children’s publishing market. Since its debut in November 2019, the program has expanded across multiple formats, including board books, picture books, chapter books, sticker and activity books, craft and magnet books, sound books, and cookbooks. PRH AU and BBC Studios ANZ continue their successful multi-year publishing partnership, with plans for further releases in 2026 and beyond. 

Additionally, in September 2026, DK will publish the first-ever LEGO® DUPLO® Bluey™ book title, LEGO® DUPLO® Bluey™: Flat Pack – which is a comic-style picture book retelling the fan-favourite episode, featuring illustrations inspired by LEGO DUPLO figures and including a LEGO DUPLO Bluey figure to encourage play off the page. 

Bluey continues to expand its reach across music and gaming as well, reinforcing its broad appeal with families. The fourth Bluey album, Bluey: Up Here, will be released on 27 March 2026 and features 17 new orchestral recordings from fan-favourite episodes including Sleepytime, Flat Pack, Mount Mumandad and The Sign. In gaming, Bluey’s adventure game Bluey’s Quest for The Gold Pen, written by Joe Brumm, joins the brand’s digital offerings, alongside the recent launch of Bluey’s House in Minecraft, further extending interactive play experiences and highlighting the brand’s growing presence across multiple entertainment platforms. 

BBC Studios will also unveil a Bluey movie-themed activation at Melbourne Toy Fair this week, offering visitors a playful photo opportunity as excitement builds for the hotly anticipated feature film. The Bluey Movie is set for a global theatrical release on 6 August 2027 through The Walt Disney Company.