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Highlights | Licensees Focus

BBC STUDIOS RENEWS MULTI-YEAR GLOBAL LICENSING DEAL WITH MOOSE TOYS

22 May - 2024

Tags from the story: BBC Studios, Bluey, Moose Toys.

BBC Studios has renewed its global licensing partnership with innovative toy company Moose Toys for smash-hit kids property Bluey.

The BBC Studios’ licensee will remain the global master toy partner for the Emmy Award-winning animated TV sensation Bluey in all territories.

The landmark multi-year renewal will build on the global success of Moose’s toy range. It also follows hot on the heels of ABC Australia and Disney platforms’ simultaneous global premiere of the extended special Bluey episode ‘The Sign’, which welcomed critical and audience acclaim across the world. ‘The Sign’ gathered more than 10 million views worldwide on Disney+[1] in the week after its release, and is the top ABC program of 2024 YTD and the highest ABC program of all time on ABC iview[2].

Additionally, BBC Studios recently revealed that a collection of new ‘Bluey Minisodes’ are set to premiere on the Australian Broadcasting Corporation (ABC) in June for audiences in Australia, and will be available on Disney Jr. and Disney+ this July. 

Andrew Carley, Director of Global Licensing at BBC Studios says: “With global fandom for Bluey showing no sign of abating, I am delighted that our dynamic toy partnership with Moose Toys is set to continue for years to come. Moose’s translation of the Bluey brand is best-in-class. They continue to consistently deliver brilliant products that captivate young imaginations and inspire un-paralleled play experiences that celebrate the spirit of Bluey perfectly.

We feel very lucky to be part of the awesome team that brings Bluey’s much loved characters to life for kids around the world,” said Paul Solomon, CEO, Moose Toys. “Bluey has become a fixture in millions of homes, celebrating our unique Aussie way of life. From backyard barbies to family adventures, Bluey reminds us to play and not take ourselves too seriously, all things we embrace at Moose. Who better to bring the spirit of Bluey to life than a family-run, Aussie toy company like us.”

Moose Toys are aligning with BBC Studios’ 2024 ‘Family Trip’ theme for Bluey with a strong Fall line-up. This Autumn/ Winter, fans will see Bluey reaching new heights with a 3-in-1 airplane playset that transports her and the family to a resort vacation. Kids will also delight in new additions to the top-selling plush assortment, with fan favorites including Pilot Bluey, Travel Bingo and Princess Muffin, and engage the Heeler family in imaginative new ways to gather and play in the new Celebration Home, a spacious two-level playset. Beyond that, there’s an innovative new line of wooden toys and games crafted from premium materials.

Following its debut in Australia in 2018, Bluey has gained millions of fans around the world. The Emmy and BAFTA Award-winning animated TV juggernaut airs in over 140 countries and was the most streamed kids show last year in the U.S., doubling its viewing time from 2022 to 43.9 billion viewing minutes[3].

Since its first year, Bluey toys have consistently won accolades from trade and consumer publications, toy and licensing industry associations and top retailers around the world, amassing more than 50 awards and nominations in five years. Bluey’s phenomenal popularity across the globe enables its licensing program to grow at pace with products launched in over 49 countries, and over 20 million books sold worldwide in more than 20 languages.

According to Circana, Bluey was the #2 Preschool Toys character property in the U.S.[4] and the #1 license in preschool in the UK and Australia for 2023[5],[6]. Additionally, Bluey ranks as the Top 10 Property in pre-school toys across the EU5[7] and its robust global licensing portfolio features best-in-class partners across multiple product categories. 

Jointly commissioned by ABC Children’s and BBC Studios Kids & Family, Bluey is produced by multi-Emmy award-winning Ludo Studio in association with Screen Queensland and Screen Australia. BBC Studios Kids & Family also holds global distribution and merchandise rights.

The series streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Junior and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television. In its native Australia, the show goes out on ABC.


[1] Source: Internal Disney Branded Television Data. A view is defined as total stream time divided by runtime.

[2] Source: OzTAM Combined 5 City Metro & Regional TAM (Regional incl WA) Preliminary Overnight and Consolidated 7 data (Broadcast Reach counts 5 minutes consecutive viewing), OzTAM Minutes & VPM. Total Audience methodology includes the sum of metro and regional viewing, first run episodes, encores and VPM. Series average based on the Total Audience of each episode.

[3] Source: Nielson Insights

[4] Source: Circana Retail Tracking Service/US/Jan-Dec 2023/Preschool Toys Segment/USD; “Character” as defined by BBC

[5] Source: Circana Toys Tracking Service/UK/ January-December 2023/ value sales

[6] Source: Circana / Retail Tracking Service / AUS / Full Year 2023

[7] Source: Circana Toys Tracking Service – EU5, value sales, YTD October 2023


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