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VTech on board as global licensing partner for Bluey

BBC Studios secures multi-territory deal with the company to produce electronic role-play toys for preschool property.

BBC Studios has further expanded the global licensing portfolio for preschool hit, Bluey, signing a multi-territory deal with VTech for electronic role-play toys.

VTech’s initial range for Bluey will feature popular characters from the series, with lines including electronic books, role-play watches and a phone.

Product is expected to launch at retail in both Australia and the US for Q3 2022, followed by future roll outs in the UK, France, Canada and New Zealand.

“We are delighted to be partnering with BBC Studios on this beautifully crafted show,” commented Andrew Barrett, director of product development and licensing at VTech. “Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop.”

Julie Kekwick, senior licensing manager at BBC Studio, added: “Our new partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys master toy range.”

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