Licensing News

Bluey Adds VTech as a Partner for Electronic Toys

bluey-disney Tycoon

BBC Studios has struck a multi-territory licensing deal with VTech, which will produce a range of electronic role play toys based on the the children’s TV property Bluey.  

As part of the initial line launching in both Australia and the U.S. in Q3 2022, VTech is developing Bluey electronic books, role play watches, and a phone. The toys will roll out in additional countries following the first launch — including the U.K., France, Canada, and New Zealand.

“We are delighted to be partnering with BBC Studios on this beautifully crafted show,” said Andrew Barrett, Director of Product Development and Licensing for VTech. “Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn, and develop.”

Julie Kekwick, Senior Licensing Manager at BBC Studios, added, “Our new partnership with VTech symbolizes a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range.”