From a Global Toy News perspective, the renewed partnership between BBC Studios and Moose Toys reinforces just how rare it is for a preschool property to maintain this level of momentum across entertainment, licensing, retail, and digital engagement simultaneously. Bluey is no longer simply a successful children’s series — it has evolved into a global family lifestyle brand with the type of emotional connection and cross-generational appeal that creates long-term licensing value. With the franchise continuing to dominate streaming charts, expand into theatrical releases, and grow through Disney Experiences integrations, the timing of this renewal positions Moose Toys to capitalize on what could become Bluey’s biggest global growth phase yet.
For the toy industry, the success of Bluey also highlights a major shift in how top-performing preschool brands are being built today. Rather than relying solely on traditional TV exposure, Bluey thrives through a combination of streaming dominance, social engagement, experiential entertainment, and emotionally authentic storytelling that resonates with both kids and parents. Moose Toys has successfully translated that emotional connection into highly interactive toy lines that encourage imaginative and social play, particularly through larger feature-driven playsets, collectibles, plush, and roleplay experiences. As retailers continue looking for evergreen preschool properties with multi-category expansion potential, Bluey has become one of the clearest examples of how strong storytelling ecosystems can fuel sustained toy demand far beyond the initial licensing cycle.
LOS ANGELES, May 14, 2026 /PRNewswire/ — BBC Studios has renewed its global licensing partnership with Moose Toys, extending the innovative toy company’s role as global master toy partner for the beloved series Bluey. The multi-year agreement marks the next phase of a highly successful collaboration and underscores the enduring strength of Bluey as one of the world’s leading family brands.
The renewal builds on the sustained global performance of Moose Toys’ Bluey range, which continues to earn strong consumer demand and industry recognition. Most recently, Bluey Supermarket is a 2026 Licensing International Excellence Award finalist and the product was honored at the 2026 Toy of the Year® (TOTY®) Awards, winning Playset of the Year®, while Bluey secured BBC Studios’ second consecutive License of the Year award.
“Moose Toys has been an outstanding partner in building an innovative toy and games program that reflects the authenticity, creativity, and emotional heart of Bluey,” said Suzy Raia, EVP of Global Consumer Products at BBC Studios. “As Bluey enters an exciting new chapter, including its first feature-length movie, this renewal provides a strong foundation to continue growing with toys that genuinely connect with families worldwide.”
“We’re incredibly honored to have been part of bringing Bluey to life from the very beginning, and very proud of the award-winning toys and unforgettable play experiences we have created with BBC Studios and Ludo Studio,” said Ronnie Frankowski, CEO, Moose Toys. “As a fellow family-founded Aussie company, Bluey has always felt close to home for us. It represents the kind of joy we love creating at Moose, so taking Bluey into its next adventure is a defining moment and the realization of what we always believed Bluey could become.”
The renewal comes as Bluey continues its momentum across entertainment and consumer products. In 2025, Bluey was ranked as the No. 1 most-streamed title in the U.S. for the second consecutive year, with 45.2 billion minutes viewed1, and reached the No. 1 preschool toys property in the U.S.2 The YouTube Diamond Creator Award and Kidscreen Award-winning official Bluey channel on YouTube amassed over 3 billion views3, with a YoY subscriber growth of 38%4. The series remains the No. 1 kids’ title on both CBeebies5 and Disney+6 in the UK, while in Australia it continues to lead ABC’s children’s schedule7. Across EMEA, Bluey‘s popularity is robust, ranking No.1 on Disney Channel in Germany8, and on France 5 for audiences aged 4+ (Q2 2025)9.
Looking ahead, Bluey is set to reach a major milestone with the release of its first-ever feature-length Bluey movie in cinemas worldwide on August 6, 2027.
This year, Moose Toys is bringing BBC Studios’ 2026 “Playdates with Friends” theme to life with a standout Fall line-up. Leading the range is Bluey’s Light & Surprise Heeler House, at more than two-feet tall, the biggest and most feature-packed Bluey’s house yet, featuring five stories, 12 play areas, interactive lights and sounds, and more than 50 phrases and songs from the series. The range also includes the Bluey Sleepover Figure 4 Pack, inspired by the beloved “Sleepover” episode, and Bluey’s Cruise Ship, a multi-activity playset where adventures span from poolside play to cozy bunk-bed wind-downs. New games and plush will further expand opportunities for creative play that brings kids even more joy. Bluey Fuzzies, a collectible line, debuted earlier this year. Covered in soft premium flocking, each 1-inch mini figure is inspired by an iconic Bluey episode, with more than 80 figure variations to collect.
Across its history, Bluey toys have earned extensive recognition from toy and licensing organizations, retailers, and media worldwide, amassing more than 50 awards and nominations to date. Recent honors for innovation across play categories include a 2025 TAGIE Award win for Bluey Hide & Seek Game.
Beyond toys and consumer products, Bluey is expanding its global presence across content and experiences. Following the Disney+ launch of Bluey’s Big Play – The Stage Show, a televised version of the popular touring production, a collection of Bluey Minisodes, previously only available online, will arrive on May 20. Bluey is joining Disney Experiences as part of Disney’s global relationship with BBC Studios, with the producers of Bluey, Ludo Studio, collaborating on special fan activations.
Jointly commissioned by ABC Children’s and BBC Studios Kids & Family, Bluey is produced by multi-Emmy® Award-winning Ludo Studio in association with Screen Queensland and Screen Australia. BBC Studios holds global distribution and merchandise rights for the franchise.
