The Toy Foundation (TTF) has named Bluey the 2026 “License of the Year” as part of its prestigious Toy of the Year (TOTY®) Awards program – marking the second consecutive year BBC Studios has accepted the coveted award for Bluey.
The announcement was made on the evening of Friday, February 13, at the TOTY Awards ceremony, held annually during Toy Fair in New York.
Suzy Lee Raia, EVP, Global Consumer Products at BBC Studios, said:
“It’s an incredible honor to receive back‑to‑back TOTY License of the Year Awards. This recognition reflects the enduring love for Bluey from our team and from generations of fans. With Bluey named the #1 Preschool Toys Property by Circana and Nielsen’s most‑streamed title for the second-year running, we’re proud to celebrate this achievement with our fantastic partners who bring the Bluey spirit to life every day. We congratulate our partner Moose Toys on winning the TOTY for Playset of the Year for Bluey Supermarket Playset.”
Known as the Oscars of the toy industry, the TOTYs celebrate the top toys and games of the year. The License of the Year award recognizes an “entertainment, celebrity, lifestyle, or social media-driven brand that has achieved notable success through licensed toy lines and brand extensions; or a toy-based IP that has successfully expanded beyond the toy aisle through strategic licensing,” according to TTF.
Previous to winning the TOTY Award, Nielsen reported that in 2025, Bluey was the most-streamed title in the U.S. – also for the second consecutive year. Viewers watched 45.2 billion minutes on Disney+. Per Circana, Bluey was the #1 Preschool Toys property in the US for YTD Dec 2025 by dollar volume.
