Ahead of this month’s toy fairs, BBC Studios details expanded and new Bluey partnerships with Lego, Moose Toys, VTech, Ravensburger, Jumbo Galt, Cartamundi and more
Ahead of this month’s London and Nuremberg Toy Fair, BBC Studios has unveiled a major expansion of the Bluey licensed toy and wider consumer products programme.
The number one kids’ title on CBeebies and Disney+ in the UK, Bluey’s phenomenal viewing figures translated into strong retail results in 2025 – a trend which looks set to continue in 2026. Under the brand’s 2026 Playdates with Friends theme, leading toy companies including Lego, Moose Toys, VTech, Tomy, and Ravensburger are expanding their Bluey toy offerings.
Suzy Raia, EVP, Global Consumer Products at BBC Studios, said: “At its heart, Bluey is about play, the kind that brings families together and creates memories. 2025 was a landmark year, with Let’s Play Chef capturing that spirit through experiences and activations that resonated with fans across the globe. As we look ahead to 2026 and our Playdates with Friends theme, we’re excited to keep raising the bar with best-in-class products and our brilliant partners who help Bluey inspire shared play on a truly global scale.”
Following its standout 2025 global debut, Lego is expanding its Bluey range with new Duplo and Lego 4+ sets that align closely with the Playdates with Friends theme.
A major 2026 arrival from master toy partner Moose Toys is Bluey Fuzzies, a collectible line of soft, flocked mini figures inspired by memorable episodes. Featuring over 80 characters, themed packs, and deluxe sets with exclusive and rare figures, the range aims to stand out at retail and drive repeat purchases. Moose will also expand its Bluey range with the Deluxe Surprise House and a new vehicle range including the new Cruise Ship which hits retail AW 2026.
VTech and BBC Studios have extended their global partnership for a further two years. First launched in 2022, the collaboration continues to deliver playful, innovative, and high-quality Bluey products for children across the globe, with more lines coming soon.
BBC Studios’ deal with Tomy has also expanded into a global renewal (excluding Japan), boosting retail coverage across Europe, Latin America, Asia, and established markets like North America and ANZ. Innovation remains central, with Tomy building on its highly successful bath line and expanding into new water and imagination powered toys as well as proprietary brands like Screwball Scramble and Build a Buddy in 2026. Additionally, the collaboration will continue to build Toddler Feeding in North America and recently entered ANZ as a new category.
HTI Toys has renewed its licensing partnership for a broad range of bespoke Bluey roleplay, bubble, and select outdoor and music toys, with continued rollout across the UK, Europe and parts of Asia (excluding Japan). Ravensburger and 8th Wonder are broadening their Bluey lines too. Ravensburger will introduce Brio products for AW 2026, a Puzzle Night Light for spring, and a Tiptoi game in the GAS markets.
New licensees across the UK and EMEA add further breadth, with Goliath introducing Don’t Wake Dad – Bluey Edition for A/W 2026; Cartamundi launching Bicycle Playing Cards from S/S 2026; Jumbo/Galt rolling out Water Magic and Electro games: and Mookie adding outdoor toys from S/S 2026. Theo Klein has also signed and will launch Bluey household and kitchen roleplay toys in AW 26 in EMEA.
