BBC Studios’ Bluey bags new brand and marketing director

BBC Studios has appointed a new brand and marketing director for Bluey as it looks to further build on the success of the hit preschool property.

Robin Gay (pictured) takes on the new role which will involve working across all lines of business as the Bluey brand continues to expand internationally.

He will work directly with Bluey regional marketing and licensing teams to build strong relationships with key partners and to implement Bluey’s global brand and marketing plan. Robin will also be accountable for the delivery of outstanding global campaigns that will drive new audiences to the brand and delight existing fans.

Robin joins BBC Studios with over 25 years of experience working in kids’ media as a brand and marketing expert, including working at The Walt Disney Company, leading European franchise strategy for brands such as Winnie the Pooh and Phineas and Ferb, and driving Thomas and Friends to be the number one boys preschool brand in key markets during his tenure at Mattel.

Over the years, he also worked at NBCUniversal and WarnerMedia, and was most recently vp for global brand and franchise strategy for Peppa Pig at Hasbro.

“I am absolutely thrilled that Robin is joining BBC Studios to lead the brand and marketing strategy for our beloved Bluey,” commented Harriet Newby-Hill, marketing vp of Kids & Family. “Robin’s experience, creativity and thoughtful leadership style will be of huge value as we enter the next phase of sustained global growth for Bluey.”

Robin continued: “I’ve been observing Bluey from the side lines for quite some time and been impressed with its global growth trajectory. So it is with much excitement that I’m joining the fantastic team at BBC Studios, to help drive the franchise to even greater success.”

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