A new and exciting licensing agreement successfully managed by Maurizio Distefano Licensing has been signed between BBC Studios for Bluey, the popular animated TV series, and Benetton, one of the leading global fashion brands.
The Bluey clothing collection is set to be available in Benetton stores globally from the Fall-Winter 2025 season.
Bluey, with its remarkable ability to engage families worldwide, has proven to be one of the strongest and most widely recognised brands in TV entertainment, becoming the No.1 most-watched series on streaming in 2024 among total viewers in the U.S., with nearly 56 billion minutes watched (930M hours)[1] and a top-performing preschool show across EMEA.
The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun. The hit show, characterised by emotional storytelling, and irresistible characters, has built a strong connection with its audience, becoming a reference point for families. Its global success and growing influence make Bluey an ideal partner for Benetton, a brand synonymous with quality, inclusivity, and innovative design.
Benetton reaffirms its position as a key player in the international fashion industry, driven by its innovative vision and its ability to navigate the challenges of an ever-evolving market. This has enabled the brand to strengthen its foothold and establish itself as a leading reference in the sector. The collection will offer an exclusive range of clothing for young children, celebrating the energy, curiosity, and adventurous spirit of Bluey and her family. Thanks to Benetton’s established experience in creating high-quality collections, the line will feature comfortable and stylish pieces, making the dressing experience even more special for children. The collection will be available starting next autumn, offering all Bluey fans a unique way to bring a little bit of the show’s magic home.
Maurizio Distefano, President of the agency, said:
“We are thrilled about this collaboration and confident that the collection will be an extraordinary success, meeting the expectations of all parents and children who love Bluey and appreciate the style and quality of the Benetton brand.”
Gaby Dior, Head of EMEA Licensing at BBC Studios, said:
“This global partnership with Benetton, an iconic Italian fashion brand name is testament to Bluey’s strength on the high street and her appealing style! I am very much looking forward to seeing the first collection in stores.”
[1] Nielsen Media Research 1/1/24-12/29/24; Bluey streaming claim based on hours streamed through Streaming Content Ratings, Live Time Spent Viewing across all episodes of series captured by Nielsen.
