Bluey | Source: BBC Studios

VTech is feeling a little blue today.

BBC Studios is partnering with VTech to produce electronic role-play toys, extending its global licensing portfolio for the award-winning kid’s TV show Bluey. The two companies agreed to a multi-territory licensing deal. BBC Studio’s Bluey was originally broadcast in Australia but won the hearts of kids all across the world, becoming a global hit. Domestically, it is the number three most-watched kid’s TV program across Disney Junior and Disney Channel.

“We are delighted to be partnering with BBC Studios on this beautifully crafted show,” says Director of Product Development and Licensing at VTech Andrew Barrett. “Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn, and develop.”

VTech’s first range for Bluey will showcase popular characters from the hit series and include electronic books, role play watches, and a phone.

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“Our new partnership with VTech symbolizes a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys master toy range,” says Senior Licensing Manager at BBC Studios Julie Kekwick.

Source: Penguin Random House

BBC Studios also recently announced that the upcoming third season of Bluey will be released on Disney Channel, Disney Junior, and Disney+ in all countries except Australia, New Zealand, and China.

The BBC Studios x VTech line will be released sometime in late 2022 in Australia and the U.S., followed by rollouts in the UK, France, Canada, and New Zealand.