Moose named master toy for Bluey

The toy range for BBC Studios and ABC’s new animated ratings hit will debut in Australia this Christmas, following up internationally next AW

Written by Rhys Thomas

Posted 12.06.2019 | Toys

Moose named master toy for Bluey thumbnail

Moose Toys has signed on as the master toy partner for BBC Studios’ and ABC’s new animated series Bluey.

The deal covers all territories apart from Asia. Mosse Toys will debut the toy in Australia for Christmas 2019, followed by a first-wave release in the US and other regions from autumn/winter 2020.

Menal McGrath, Vice President, Global Licensing at Moose Toys, says the property has all the makings of a global hit.

“The reception for Bluey in Australia has been phenomenal and we believe Bluey has what it takes to be a major hit in the pre-school aisle around the world,” Menal says. “Bluey’s quirky and heartwarming stories align perfectly with Moose Toys’ core values to make kids happy.”

The series, which follows the adventures of an inexhaustible Blue Heeler puppy and her family, has become the biggest kids’ show of 2019 in Australia.

Henrietta Hurford-Jones, Director of Children’s Content at BBC Studios says: “Bluey has bowled people over with its warmth, energy and humour. The way the show celebrates brilliantly observed moments of contemporary family life, role play and imagination has struck a chord with everyone who has watched the first series on the ABC and I can’t wait for Bluey and family to meet the rest of the world.”


Bluey will roll out internationally later this year on Disney Junior and also come to Disney+.

Jane Gould, Senior Vice President, Consumer Insights and Programming Strategy, Disney Channels Worldwide calls the show “surprising, heartfelt and very funny”, adding: “The power of family is a cornerstone of Disney storytelling, and the warmth and authenticity of Bluey’s family dynamic is what first captured our interest in the show… We’re excited to introduce Bluey and her family to our audiences across the world on our multiple platforms.”

Rikesh Desai, Licensing Director, Consumer Products at BBC Studios, adds: “This is a hugely exciting deal for us, and we’re delighted to be working with Moose Toys to bring Bluey to fans across the world. Moose Toys’ Australian roots and fantastic slate make them the perfect partner in bringing this Blue Heeler pup to kids everywhere.”

Created by Joe Brumm and produced by the Emmy award-winning Ludo Studio, Bluey is a co-commission between the Australian Broadcasting Corporation and BBC Studios. Bluey has also topped the Australian iTunes Kids Chart with the series peaking at number one and consistently remaining in the top five.


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