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Raft of UK licensees for Bluey welcomed by BBC Studios

BBC Studios has welcomed an array of new partners for preschool hit, Bluey.

Global master toy licensee Moose Toys will debut Bluey plush and plastic toys at UK retail in autumn 2021. Since launch in its home market of Australia, Bluey toys by Moose have been selling at a record rate, and likewise when they arrived in the US, where the range launched to 5-star reviews.

“We are thrilled to bring our toy range for the much-loved Bluey series to fans in the UK,” said Lucy Wynn-Jones, head of licensing Europe at Moose Toys. “We have no doubt that the toys will be loved by kids big and small.”

Meanwhile, Ravensburger has been appointed the licensee for jigsaw puzzles, with lines slated for release in tandem with Moose Toys hitting UK retail.

A selection of softline partners are also lined up for the UK including TDP & Aykroyd for nightwear, swimwear and essentials; Dreamtex for bedding and home textiles; William Lamb for footwear and bags; and Roy Lowe & Sons for socks.

The ranges will launch at retail from summer 2021 onwards.

Anita Manju, senior licensing manager, softlines at BBC Studios, commented: “With apparel lines for Bluey in Australia experiencing incredible sales – with one million items sold in the first six months of launch at retail – we see a bright future ahead for Bluey softlines in the UK.”

BBC Studios also recently extended its deal with Penguin Random House to make it master publishing partner for Bluey. The company now holds global rights to the Bluey titles (excluding China) and new books are expected to hit shelves in the UK during the second half of 2021.

In addition, Immediate Media has acquired the worldwide rights for Bluey magazines and its first UK issue is due to hit newsstands from summer 2021.

Rikesh Desai, licensing director for merchandise, partnerships and interactive at BBC Studios, added: “The response to Bluey in Australia and the US has been phenomenal and we’re very excited to introduce the brand’s licensing portfolio to the UK hot on the heels of its arrival on Disney+.”

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