The preschool pup leads a packed portfolio of brands, including Doctor Who, Only Fools and Horses, and My Friend Maisy on stand B181
BBC Studios will showcase continued global momentum across its licensing portfolio at Brand Licensing Europe 2026 on stand B181, with new and expanded partnerships encompassing toys, FMCG, health and beauty, publishing, audio, partyware and experiences.
The slate spans brands including international smash hit Bluey, Doctor Who, Only Fools and Horses and The 1% Club, reflecting BBC Studios’ approach to building long-term value around iconic brands and new IP like My Friend Maisy through the right growth model for every story.
A key focus for BBC Studios at this year’s BLE will be its multiple award-winning property Bluey, whose accolades include winning Best Preschool Licensed Property at the Licensing Awards five years in a row.
Bluey’s global growth continues to show how BBC Studios builds stories people live with: extending the brand into more ways for families to play, connect and engage, whilst staying true to the humour, heart and emotional truth of the series. Guided by its 2026 theme ‘Playdates with Friends’ and the ongoing global campaign, Play the Bluey Way, BBC Studios is working with partners to create authentic touchpoints that help families bring the spirit of Bluey into everyday life.
Suzy Raia, EVP Global Consumer Products, BBC Studios, said: “At BBC Studios, we believe enduring franchises are built by understanding what audiences love most about a story, then finding the right ways for them to experience it beyond the screen. Bluey is a powerful example of that approach. Play, family and emotional connection are built into the heart of the property, and as we continue to grow the brand globally, our focus is on partnerships that feel authentic, deepen that connection and give families new ways to experience Bluey in their everyday lives.”
This approach is being brought to life through new toy launches, renewals and category expansions across key markets. A new multi-year global licensing partnership with Mattel will bring Bluey products to Barbie, Hot Wheels, Fisher-Price, Polly Pocket and Uno, beginning this autumn. Magna-Tiles will bring the brand to magnetic building sets, launching across the US, Canada, Mexico, UK and Eire, Nordics, EMEA and ANZ from 2027, and Addo/Early Learning Centre brings a new range of developmental wooden toys launching in Q4 2026. They join continued momentum across toys with new and returning partners including Moose Toys, Lego, VTech and Tomy.
Bluey also continues to expand across food, health and personal care products, with new and expanded launches featuring: Heinz Bluey Pasta Shapes, Kellogg’s Bluey cereal bars, a Bluey suncare line by existing partner Childs Farm; plus Bluey frames at Specsavers.
Rolling out across North America, DACH, the UK, France, Australia and New Zealand, Tonies brings Bluey to families in new ways, with a collection of physical character figurines delivering audio content and stories, alongside the new Tonieplay Game featuring interactive mini games and storytelling.
The wider Bluey universe also continues to grow across publishing, digital and gaming, with new launches including the first Lego Duplo Bluey title, Flatpack, from DK, new Lego Bluey activity books from new partner Ameet, and an expanded Penguin Random House publishing range now available in 30 languages.
In gaming, Bluey’s Happy Snaps launches 15 October, while The Bluey Album Box Set, bringing together all four hit Bluey albums on CD and vinyl for the first time, arrives in November. Meanwhile, Procos and Unique will expand Bluey partyware across EMEA and the UK, helping families bring Bluey into birthdays, celebrations and everyday play.
Bluey is also expanding its lifestyle and collectibles footprint with Funko Pop! figures launching across major EMEA retailers, a global partnership with clothing and lifestyle retailer LC Waikiki, secured by BBC Studios’ licensing agent for Turkiye, Spacetoon International. Plus new and renewed partnerships across softlines, FMCG and hardlines in the UK, EMEA, US, LATAM and ANZ.
BBC Studios can be found at BLE 2026 at stand B181.
