‘Bluey’ Appoints Master Licensing Agent in Japan

BBC Studios has officially appointed Hakuhodo as the new master licensing agency for "Bluey" in Japan, formalizing a partnership that aims to drive strong commercial collaborations and successful brand-building moments.

Under this new licensing agreement, Hakuhodo will work with local partners to drive the strategic expansion of the licensing program for "Bluey" and bring the brand to life for fans across a wide range of categories including local toys, lifestyle products, apparel and accessories, homeware, live events and more.

"'Bluey' is a globally beloved brand that celebrates family, friendship and the power of play, inspiring children to explore their imagination, creativity and emotional development," says a representative from Hakuhodo in a statement. "Through this partnership, Hakuhodo will go beyond products licensing to deliver exceptional brand experiences to fans by leveraging its people-first mindset and extensive network of corporate partners, working closely with businesses and local communities."

The official appointment builds a range of successful projects in the market. "Bluey" has already expanded its licensing program across a wide range of product categories, including capsule toys, apparel, lunch ware and amusement prizes with its partners.

"We've seen incredible momentum for 'Bluey' in Japan over the past year, with a passionate and rapidly growing fan base embracing the brands across generations," says Suzy Raia, executive vice president, global consumer products, BBC Studios. "We are thrilled to have a partner like Hakuhodo, who shares our vision and enthusiasm of bringing 'Bluey' to life through locally relevant products and experiences that have resonated strongly with Japanese fans. Together, we're excited to build on this success and unlock even more new opportunities to connect more families with the joy, humor and heart of the 'Bluey' brand."

"Bluey's" popularity across the globe enables its licensing program to grow to more than 500 licensees globally. Looking ahead, "Bluey" is set to reach a major milestone with the release of its debut feature-length "Bluey" movie in cinemas worldwide on Aug. 6, 2027.