"Bluey"
BBC Studios and Studio 100 International have reached several milestones for "Bluey" in Germany. The successful preschool brand continues to record strong growth in the areas of content, retail and experiences in this country, where Studio 100 International acts as the licensing agency for "Bluey", ensuring that the brand's presence is further expanded with a variety of high-profile product launches and activities.
With Bluey in the cinema: "The Let's Play Chef" collection, Vue Lumière, in collaboration with Piece of Magic, will bring a one-hour compilation of eight particularly popular episodes that revolve around food and fun with the family to cinemas nationwide this year. The cinema event, which has already been successfully launched in the United Kingdom and Ireland, celebrates BBC Studios' 2025 global marketing theme, "Let's Play Chef", and brings the thematically appropriate episodes to the big screen in Germany for the first time.
The "Let's Play Chef" theme also inspires new product lines from Master Toy Partner Moose Toys. A new range of toys will be released in June, including Bluey's Supermarket – with 24 original sounds, over 15 accessories and a working hand-operated escalator – as well as a 2-in-1 playset that can be transformed from a food truck into a restaurant. In parallel, the long-awaited LEGO® sets were released worldwide this month, both in the LEGO 4+ and LEGO DUPLO® lines.
Germany's first Bluey shopping center activation will take place from July 14 to August 2 at the ECE Rhein-Center Cologne-Weiden under the title "Fun with Bluey". The event immerses young fans in a Bluey world that offers interactive activities and the opportunity to take photos with the popular characters Bluey and Bingo.
In the consumer goods sector, Bluey is one of the five best-selling preschool brands in the category of figures/playsets and accessories in Germany as of November 2024, according to Circana. Cross-country product launches include Ravensburger's Bluey Junior Labyrinth, Carrera FIRST's Bluey & Bingo racetrack, Asmodee's Spot It!/Dobble, Top Trumps and Who is it? by Winning Moves. Lexibook will also launch a wide EMEA range of cameras, audio products and role-play items, while global partnerships with Brio®, TOMY (bath toys) and VTech® (road trip playset) will further expand the toy range.
Brand growth will also continue in the food and beverage sector in 2025. New local licensing agreements with Pumpkin Organics and Healthy Kids (Pure&Fun) complement partner 3Bears' local oat-based product line. In the area of health and personal care, everyday care items and bath products for children are also planned in cooperation with Bübchen and Community Brands.
Further market launches are also imminent in the textile sector, including a Bluey back-to-school collection from DEICHMANN, which got off to a successful start in Germany and Europe in March with the first Bluey shoe line. The textile trading company DISTRA Warenhandelsgesellschaft mbH & Co. KG is launching a new clothing and household goods line in September. The manufacturer Undercover will also start introducing Bluey products from the end of 2025. In addition, the publishers Panini Verlags GmbH and Schwager & Steinlein Verlag are expanding their license portfolios to include new handicraft products.
Publications remain a key success factor for Bluey in the region. Penguin Random House's local division, CBJ, is seeing strong sales of picture and activity books.
In the TV sector, "Bluey" remains the number 1 preschool series on Disney+ and the Disney Channel in Germany. The brand's digital presence is also growing: the local YouTube channel Bluey – German Official Channel recently released the first German-language edition of the award-winning Bluey Book Reads series. The channel Bluey – German Official Channel launched in 2023 and became the fastest-growing foreign-language Bluey YouTube channel within the first two weeks.
Looking to the future, anticipation is growing for Bluey's first feature film, which will be released worldwide in 2027 under the Disney banner. BBC Studios and The Walt Disney Company announced the film at the end of 2024. The agreement provides for Disney to acquire the worldwide theatrical exploitation rights for the film. After the global theatrical release, the film will be available on Disney+.
"We are extremely pleased with the impressive growth that 'Bluey' has achieved in Germany since the launch of our main toy range with Moose Germany in August 2023," said Nicola Daglish, EMEA Licensing Manager at BBC Studios. "The brand's momentum has exceeded our expectations, with successful launches across numerous product categories. Together with Studio 100 International, we are driving strong retail activations and opening up new categories for the second half of 2025 – all with an eye towards a great cinema year in 2027."
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