Licensing News

BBC Studios Secures Global Partnership with Hasbro for Co-branded Bluey Products

Bluey BBC Hasbro

BBC Studios has sealed a worldwide partnership with Hasbro for co-branded classic games and Play-Doh inspired by Ludo Studio’s Emmy Award-winning animated sensation Bluey, which airs on Disney Junior, Disney Channel and Disney+.

 

The new range will feature Bluey editions of the board games Monopoly Junior and Trouble as well as Play-Doh and will start rolling out in the U.S. and Canada in April, followed by other territories later in 2022 and 2023.

 

Bluey is a global sensation and we’re delighted to partner with a world-class company like Hasbro to give kids and families exciting new opportunities to extend the fun and imagination-fueled play of the series beyond the screen,” said Suzy Raia, SVP Consumer Products and Business Development, BBC Studios Americas. “Hasbro’s brands are unmatched, and we look forward to a long and successful partnership that will let fans experience the joy and adventures of Bluey in creative new ways.”

 

“We’re thrilled to partner with BBC Studios to bring Bluey inspired games and Play-Doh products to kids and families,” said Kim Boyd, Head of Global Brands and Consumer Innovation, Hasbro. “We feel that the Bluey team shares our mission of making the world a better place for all children, fans and families by helping them create memories that last a lifetime and inspire fans to dream big and imagine new possibilities. Bluey has captured the attention of kids around the world and we’re proud to help the brand grow through consumer products.”

 

Bluey Monopoly Junior and Bluey Trouble will launch exclusively on Amazon in the U.S. and Canada this month, followed by Australia and New Zealand in July. The two board games start rolling out in the UK and France in 2023. The Bluey Play-Doh introduction, Bluey Make n Mash Costumes Set, will be released as a Walmart exclusive in the U.S. on August 1 and debut in the UK, Australia, and New Zealand the same day – followed by France in spring 2023. Additional Bluey co-branded product, territories and retailers to be announced soon.

 

Widely lauded by parents and press alike for its heartfelt and funny portrayal of family life and celebration of play, the series follows Bluey, a 6-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family – including younger sister Bingo and parents Bandit and Chilli – as well as friends and community into her world of fun and discovery.

Season three of Bluey debuted in Australia on ABC TV in November 2021 and is set to be released globally on Disney platforms later this year. The series, a runaway hit since its 2019 U.S. debut, was Disney Junior’s #1 ratings driver with kids 2-5 last year.1 It also ranked as the #1 most-watched TV series in second quarter of 2021 and a top three show every quarter in 2021.2 In addition, Bluey owned two of the top 10 cable telecasts of the year with kids 2-5.3

 

In Canada, Bluey continues to rank #1 on Disney Junior for both Kids 2-11 and Kids 2-5. On La Chaine Disney, (Canadian French language channel), Bluey is a Top 20 program for both Kids 2-11 and Kids 2-5. 4

 

In Australia, Bluey is the #1 children’s show across all age groups (since 2019). With Season 3 already airing in Australia, the show has performed 2.3x above timeslot average audience (total audience) and the new episodes achieved 14 of the top 20 broadcasts on free-to-air TV in 2021.5

 

The series has enjoyed critical success internationally, winning an International Emmy Award in the Preschool category in 2020. Most recently, Bluey has earned four 2021 Kidscreen Awards (Best Animated Series, Best Directing, Best Writing, Best Music), a 2021 Rockie Award (Best Animation Program for Pre-school Viewers), and a 2021 ARIA Award for Best Children’s Album.