BBC Studios Promotes Murilo Hinojosa to VP, Consumer Products & Commercial Partnerships, Latin America

BBC Studios Murilo Hinojosa

BBC Studios has promoted Murilo Hinojosa to Vice President, Consumer Products & Commercial Partnerships, Latin America, effective immediately.


Hinojosa will continue to oversee and provide strategic licensing planning for the global phenomenon Bluey in Latin America, as well as world-famous brands Doctor Who, Top Gear, Hey Duggee and BBC Studios’ factual umbrella brand BBC Earth, the home of internet-breaking shows such as Blue Planet II, Frozen Planet II and upcoming Blue Planet III.


Reporting to Suzy Raia SVP Consumer Products & Business Development, Hinojosa’s promotion shows a commitment to growing key IP’s and further expanding new commercial opportunities in Latin America.


Suzy Raia said: “Murilo has extensive experience and knowledge of the Latin America market and has displayed a deep commitment to developing BBC’s key brands in partnership with distribution, digital and brand marketing teams. Under his leadership, Bluey has successfully entered the market with great impact and will continue to experience exponential growth over the many years to come. I’m looking forward to working with Murilo to build out the portfolio in LatAm as the BBC looks to expand its footprint worldwide.”


Murilo Hinojosa said: “I’m excited to take on this new role. We have a tremendous opportunity to expand Bluey’s reach and build even stronger connections with audiences in Latin America. BBC Studios has a phenomenal collection of content, and I’m dedicated to bringing these beloved programs to life for fans across the region through high-quality products, new partnerships and events.”


Hinojosa joined BBC Studios in 2021 and has been responsible for growing the Bluey brand in Mexico and across Latin America, securing new territorial agents and managing brand developments in other priority markets, including Brazil, Chile, Colombia, Peru, Argentina, and more. Hinojosa has brought on over 50 licensing deals with top class companies that provide high-quality and creative products inspired by the series and have positioned Bluey as a fast-growing franchise across the retail landscape for Mexico and Latin America.


Bluey is a global TV sensation. 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 neighborhood into her world of fun.


In the U.S. in 2023, Bluey was the No. 1 series for preschoolers and kids and was the No. 2 most-streamed series across all audiences, according to Nielsen. In Latin America, Bluey is available on Disney+, Disney Channel, Disney Junior and as well as through free-to-air television channels, Azteca 7 in Mexico and TV Cultura in Brazil. Bluey’s longest episode ever, a new 28-minute special, “The Sign,” will premiere globally on April 14 on Disney+, Disney Channel, Disney Junior and ABC Kids in Australia.


Before joining BBC Studios, Hinojosa was VP of Licensing for LatAm for eOne/Hasbro, managing the licensing program for shows including Peppa Pig and PJ Masks. Hinojosa’s prior experience also includes work with Discovery Communications and several Brazilian agencies.