Toy market news

‘Bluey’ expands across Europe with new licensing agents

BBC Studios has appointed new licensing agents to represent the preschool series Bluey in 24 European countries. The deals coverthe Nordics, Baltics, Central and Eastern Europe (CEE), and Italy.

Bluey began in Australia in 2018 and has since launched in the U.S. and UK markets with success. This further expansion will include distribution deals for global master toy provider Moose Toys in each new territory through the agents Liniex (Nordics), TM Toys (CEE), and Giochi Preziosi (Italy).

These agreements mark the launch of the EMEA expansion of Bluey following the appointment of France’s television distribution. The global licensing partners Penguin Random House and VTech have already announced product rollouts in France.