Disguise, BBC Studios Ink Pact for Bluey Costumes and Accessories

Bluey | Source: BBC Studios

This fall, a famous Blue Heeler is headed to the costume aisles at Walmart.

Disguise Inc. — the Halloween costume division of Jakks Pacific — inked a licensing deal to produce a full range of costumes and accessories based on Bluey, the hit animated series produced by Ludo Studio for BBC Studios. Since its U.S. debut in 2019, Bluey — the tale of a 6-year-old Australian Blue Heeler dog — has been a hit with preschoolers through daily airings on Disney Channel and Disney Junior.

Bluey explores the important themes of family life, parenting, and imaginative play,” says Tara Hefter, executive vice president and general manager, Disguise. “It has a huge fan base of preschoolers and parents that will be thrilled with our new line of Bluey costumes. Our new partnership with BBC Studios has created some exciting new additions to our 2021 line. We expect to see a positive reaction from fans and at retail this fall.”

Related: ‘Bluey’ Has a Passport to Play

The deal for the U.S. rights to Bluey in the costume category is just the latest in a recent string of new deals for Disguise. Other recent signings include the Universal Brand Development portfolio, Sonic the Hedgehog 2, and PAW Patrol: The Movie, Sony’s Ghostbusters, Nintendo’s Kirby, and Moonbug’s Blippi, among others.

Bluey is our fastest-growing show in the U.S. and we’re looking forward to this meaningful partnership with Disguise that will bring the Bluey characters to life with their high-quality costumes and accessories,” says Suzy Raia, vice president consumer products and business development, BBC Studios. “Bluey fans will now have the chance to dress up this Halloween and be a part of this sweet Blue Heeler family.”

Disguise’s Bluey costume range launches first-to-market, exclusively at Walmart this fall.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.