VTech extends global "Bluey" licensing deal

VTech recently extended its global licensing deal with the BBC Studios' "Bluey" brand. “Our growing partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other multi-territory partners such as Penguin Random House, Immediate Media, Hasbro, Stor, Crayola, Ravensburger and HTI; and complementing our outstanding master toy range from Moose Toys," Julie Kekwick, Head of Hardlines at BBC Studios, said. 

VTech’s 2023 range for Bluey will feature popular characters from the global hit TV show and new lines include their first musical product Bluey’s Keytar, and proprietary formats such as "Scooter Time Bluey," "Shake It Bluey," "Game Time Laptop" and "LeapFrog® LeapStart" (known as MagiBook in the EU) "Bluey Fun and Games" book. 

Product is planned to launch at retail in the US, Mexico, Canada, France, Belgium, Spain, UK and Australia from Q3 2023. Jointly commissioned by BBC Studios Kids & Family and ABC Children’s, Bluey is produced by multi-Emmy award-winning Ludo Studio in association with Screen Queensland and Screen Australia. The series is distributed internationally by BBC Studios Kids & Family outside Australia.

The agreement is similar to BBC Studios Kids & Family's  global broadcast deal with Disney for "Bluey" in all territories outside Australia, New Zealand and China, with the third season debuting on Disney+, Disney Channel and Disney Junior and more episodes from season 3 to come in 2023. “Following on from the highly successful launches of the Bluey electronic book, roleplay watches and phone, in key territories this year; we are delighted to be expanding the partnership with BBC Studios," Andrew Barrett, Director of Product Development and Licensing at VTech, said. "We will be launching into more territories and extending our product offering, where we continue to focus on roleplay combined with adventurous storytelling – this fits perfectly with our ethos of play, learn and develop.”