Licensing News

Bluey Adds Crayola as a Licensee


Crayola is the latest licensee to partner with Bluey. 

In a new deal with BBC Studios, Crayola will produce Bluey-branded stationery, arts, crafts, and coloring packs. The first products slated to hit shelves are the Giant Coloring Pages, arriving at Walmart in the U.S. in time for the holidays.

The licensing partnership also brings Crayola’s Bluey products to Canada, Australia, New Zealand, and the U.K. — where the range will launch January 2022.

“Crayola has inspired artistic creativity in children for more than 100 years. Our partnership with BBC Studios for Bluey colouring and activity products will showcase our mission,” said Crayola’s vice president, business development and global licensing, Warren Schorr. “We know that parents value creative and imaginative play, which we can enable and enhance by offering the best products with the best partners.”

Bluey‘s extensive roster of licensees also includes Moose Toys, Penguin Random House, and recently VTech, among others. The series is heading into its third season on Disney Channel, Disney Junior, and Disney+.

“This is a pivotal moment for our beloved preschool brand Bluey as we bring iconic brands like Crayola to an expanding portfolio of licensees that broaden the world of Bluey at retail,” said Suzy Raia, senior vice president, consumer products and business development, BBC Studios. “Crayola is a natural fit and extension of Bluey’s brand, promoting creativity and imaginative play for preschool children.  I know children and their parents will be delighted to see these brands come together.”