BBC Studios has officially appointed Hakuhodo Inc. as the new master licensing agency for Bluey in Japan, formalizing a partnership that will drive strong commercial collaborations and successful brand-building moments.
Under this new licensing agreement, Hakuhodo will work with local partners to drive the strategic expansion of the licensing programme for Bluey and bring the brand to life for fans across a wide range of categories including local toys, lifestyle products, apparel and accessories, homeware, live events and more.
Expanding the Japanese Licensing Footprint
The official appointment builds on a range of successful projects in the market. Bluey has already expanded its licensing program across a wide range of product categories, including capsule toys, apparel, lunch ware, and amusement prizes with industry-leading partners. The success of last year’s “Bluey in Cinema” event has led to the second iteration of this year’s “Bluey in Cinema: The Sign” screening event, which kicked off from 12 June with an expanded list of theatres across Japan.
Executive Insights on the Partnership
Suzy Raia, EVP for Global Consumer Products at BBC Studios, said:
“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. 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. said: “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.”
An Award-Winning Global Phenomenon
Widely lauded by parents and press alike for its heartfelt and funny portrayal of family life and celebration of play, the Emmy® award-winning animation 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.
Bluey toys have also earned extensive recognition from toys and licensing organisations, retailers and media worldwide, amassing more than 50 awards and nominations to date. Bluey won the “Best Licensed Animated Brand” category at the 2026 Licensing International Excellence Awards and “License of the Year” at the 2026 Toy of the Year Awards for the second consecutive year. It also won Best Licensed Preschool Property at The Licensing Awards 2025, for the fourth year in a row. Bluey’s phenomenal popularity across the globe enables its licensing programme to grow to over 500 licensees globally.
Looking ahead, Bluey is set to reach a major milestone with the release of its first-ever feature-length Bluey movie in cinemas worldwide on August 6, 2027.
