TOMY adds new global partnership for Bluey

BBC Studios has agreed a global partnership with TOMY International to grow its licensed toy category with the addition of preschool hit, Bluey.

The animated Blue Heeler pup will feature on a new range of Toomies bath toys, launching with a line based on the popular Sing and Swim format. Swimming Bluey is planned to go on sale in the US, Canada, UK and Australia from Q3 2023, with further EMEA rollout in 2024.

“We are delighted to be partnering with BBC Studios to bring the Bluey fun to life, adding a little TOMY magic thanks to our Toomies Bath Toy line,” commented Morgan Weyl, md of licensing and global development at TOMY. “Our unique and innovative approach to bath time embraces this important family moment and further matches Bluey’s depiction of everyday family life. We are proud to welcome Bluey into our family and look forward to showcasing her at fupcoming trade shows.”

Julie Kekwick, head of hardlines at BBC Studios, continued: “I’m delighted that TOMY has joined our growing stable of best in class partners as part of our global Bluey licensing programme. The focus for us has always been about working with leading licensees who share our values and commitments to quality, sustainability and learning through play. We hope that fans will enjoy these wonderful products that bring fun to bath time.”

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