BBC Studios launches new "Bluey" toys business line in Asia

BBC Studios unveiled the launch of "Bluey"-inspired toy range, licensed by Moose Toys and distributed by Sheng Tai Toys. The products have become accessible for the first time in the region, starting with Singapore retail stores.“We are thrilled to partner with Sheng Tai Toys to finally bring the much-awaited Bluey toy range to Asia, starting with Singapore, to give fans in the region the opportunity to play along with Bluey and the Heeler family beyond the screen,"  Sophia Spinelli, VP Brands & Marketing, BBC Studios Asia said.

The launch is based on the BAFTA & Emmy award-winning children’s television series, produced by Ludo Studio and airing on Disney+ and CBeebies."This launch also represents the first step in BBC Studios Asia’s long-term plans to build our Consumer Products and Licensing business with plans to include additional categories and new products, as well as building the team to grow the business in the region," Spinelli said.

The collection, which made its debut in stores from 1 August, will feature top-selling products like character plush toys, figurines, the "Heeler 4WD family vehicle" from the series and play sets like "The Heeler House." The sets are designed for children age 3 years and above. The "Bluey" themed products featured in the launch collection are "Bluey Plush," "Bluey Figure 2pk," "Bluey Figure 4pk," "Bluey Mini Playset," "Bluey Family Cruiser - Heeler 4wd Family Vehicle," and "Bluey's Family Home Playset."

In correlation with this latest launch, BBC Studios is partnering with Times Distribution to let Singaporean fans meet Bluey and Bingo in person, at a series of special meet-and-greet events. The events will take place at major bookstores across September and October. "Bluey" storybooks and activity books are also available in Kinokuniya, Popular and Times bookstores for families to relive their favorite Bluey episodes and adventures on the pages.