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New Licensees on Board for Bluey
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Bluey, the hit children’s animated TV series from Ludo Studio and BBC Studios, is making a new play for the American costume and fancy dress market, thanks to a new partnership with JAKKS Pacific’s Halloween costume division, Disguise, Inc.
Under the partner, Disguise is set to design, market, manufacture, and distribute costumes and costume accessories for the popular animated property, starting this year. The new line will debut as a first-to-market launch at Walmart across the US.
Bluey is an Australian animation series that follows a six year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures. Aimed at pre-school children and their parents, the series champions the importance of unstructured play for enhancing children’s creativity and helping to develop their mental, physical and emotional resilience.
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BBC Studios has secured a raft of five new US licensing partners for the popular children’s animated TV series, Bluey, tapping the likes of Spin Master, The Bentex Group, and Jay Franco for new products.
The move to bolster the IP’s US licensing programme follows the successful premiere of Bluey across the region in 2019 and its current surge in viewership upon the Disney Channel, Disney Junior, and Disney+. Bluey made its debut into the toy market through partner Moose Toys, while Penguin Random House headed up its publishing slate.
The popular children’s brand is poised to make an even bigger imprint at retail across the US this year, with new introductions from The Bentext Group, Spin Master, Jay Franco, Kurt Adler, and Zak Designs.
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BBC Studios has underscored its commitment to the Bluey licensing programme, turning to the end-to-end IP management firm Brainbase and its Assist platform to help it streamline and manage its global licensing operations for the popular pre-school property.
The move comes as BBC Studios continues to grow the successful Bluey brand in the consumer products and licensing sector. The collaborations will enable BBC to ‘make strategic franchise decisions’ all based on insights garnered from the Assist platform.
Brainbase is a venture backed company specialising in IP management.
“We are ecstatic to welcome BBC Studios to the Brainbase family,” said Brainbase co-founder and CEO, Nate Cavanaugh. “Our team is excited to see Bluey’s consumer products come to life on our platform, and to provide best-in-class technology to support its globally-recognised IP and rapidly growing consumer products business.”
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