Licensing Toys

Moose Toys Named Master Toy Partner for ‘Bluey’


Moose Toys will be the global master toy partner for the kids animated series, Bluey.


Bluey will launch on a global stage as BBC Studios and Disney announce the first two series will premiere internationally on Disney Junior from fall 2019 and the upcoming streaming service Disney+  in all territories outside Australia, New Zealand, and Greater China (including Hong Kong, Macau and Taiwan). 


Bluey follows the adventures of a lovable and inexhaustible six-year-old Blue Heeler puppy who lives with her mom, dad, and four-year-old little sister, Bingo. In each episode, Bluey uses her Blue Heeler energy to play elaborate games that unfold in unpredictable ways bringing her family and the whole neighborhood into her world of fun.

As master toy partner for all territories excluding Asia, Moose Toys will first launch its toy line in Australia for holiday 2019. The first range of toys will be released in the U.S. and other regions from fall/winter 2020.

“The power of family is a cornerstone of Disney storytelling, and the warmth and authenticity of Bluey’s family dynamic is what first captured our interest in the show,” said Jane Gould, senior vice-president, consumer insights and programming strategy, Disney Channels Worldwide. “Bluey reminds us all of our own families, and it plays out the small but emotionally epic dramas of day-to-day life in surprising, heartfelt and very funny ways that will engage children and parents alike. We’re excited to introduce Bluey and her family to our audiences across the world on our multiple platforms.”


Henrietta Hurford-Jones, director of children’s content at BBC Studios, added, “Bluey has bowled people over with its warmth, energy and humor. The way the show celebrates brilliantly observed moments of contemporary family life, role play and imagination has struck a chord with everyone who has watched the first series on the ABC and I can’t wait for Bluey and family to meet the rest of the world.”  


“The reception for Bluey in Australia has been phenomenal and we believe Bluey has what it takes to be a major hit in the pre-school aisle around the world. Bluey’s quirky and heartwarming stories align perfectly with Moose Toys’ core values to make kids happy,” said Menal McGrath, vice-president, global licensing at Moose Toys.

Bluey is produced by Ludo Studio for ABC KIDS and is co-commissioned by ABC Children’s and BBC Studios. Financed in association with Screen Australia, Bluey is proudly 100% created, written, animated and post produced in Brisbane Queensland, Australia, with funding from The Queensland Government through Screen Queensland and the Australian Government. Created by Joe Brumm and produced by Ludo Studio, Bluey first launched on ABC in Australia last year and has been a success with audiences landing the No. 1 spot of all series on ABC iview with 90 million plays.