Licensing News

Bluey Names Canada & Mexico Licensing Agents

Bluey-Disguise Inc.-BBC Studios

Bluey distributor and licensor BBC Studios announced the appointment of two licensing agencies to extend the brand’s merchandising program in Canada and Mexico, respectively.

Nelvana will represent Bluey in Canada while Panaderia will do the same in Mexico to expand the show beyond the screen for fans across North America.

Bluey is already established as a delightfully charming brand with phenomenal international success,” said Mellany Masterson, the head of Nelvana Enterprises. “We are so pleased to partner with BBC Studios to bring the magic and joy of the series to life through fun and engaging products for Canadian kids and families.”

“It’s always a challenge to find properties that grab your heart and have the content and the team to make it a success, and Bluey has it all,” said Panaderia president and CEO Maca Rotter. “We are thrilled to partner with BBC Studios to bring Bluey to life for children all across Mexico.”

Meanwhile helping to grow Bluey‘s presence in Mexico and across Latin America is Murilo Hinojosa, recently named BBC Studios director of licensing. Based in the U.K., Hinojosa will identify territorial agents and manage brand development in other priority markets, including Brazil, Colombia, Chile, and Argentina, among others.

In June 2021, Canadian fans saw the debut of the Bluey line from master toy partner Moose Toys; more product from new licensees is expected in 2022.

For Mexico Mexico, Moose tapped Bandai as distributor, and the toys are set to hit select Liverpool stores this fall.

Furthermore, BBC Studios will be expanding the Bluey brand into softlines, hardlines, health and beauty care, and more, across all territories.

“Nelvana and Panaderia are leading agencies in their respective markets with a long history of success, and we’re thrilled to collaborate with them to build the Bluey brand in North America,” said Suzy L. Raia, senior VP, consumer products and business development, Americas. “With these new partners on board, children across these regions will soon be enjoying a range of Bluey products and creating their own series-inspired adventures.”