BBC Studios announces new hire and Bluey theme park attraction

Published on: 9th February 2024

BBC Studios has announced Robin Gay’s appointment to Bluey Brand & Marketing director and the arrival of Bluey to CBeebies Land at Alton Towers Resort.

BBC Studios

Robin Gay

Reporting to Marketing vice president of Kids & Family, Harriet Newby-Hill, this new role will see Robin Gay leading the global brand and marketing strategy for global phenomenon, Bluey.

Robin’s new role will involve working across all lines of business as the Bluey brand continues to expand internationally. He will work directly with Bluey regional marketing and licensing teams to build strong relationships with key partners and to implement Bluey’s global brand and marketing plan. Robin will also be accountable for the delivery of outstanding global campaigns that will drive new audiences to the brand and delight existing fans.

Robin joins BBC Studios with over 25 years of experience working in kids’ media as a brand and marketing expert, including working at The Walt Disney Company, leading European franchise strategy for brands such as Winnie the Pooh and Phineas and Ferb and driving Thomas and Friends to be the number one boys pre-school brand in key markets during his tenure at Mattel.

Harriet Newby-Hill said: “I am absolutely thrilled that Robin is joining BBC Studios to lead the brand and marketing strategy for our beloved Bluey. Robin’s experience, creativity and thoughtful leadership style will be of huge value as we enter the next phase of sustained global growth for Bluey.”

Robin said: “I’ve been observing Bluey from the sidelines for quite some time and been impressed with its global growth trajectory. So it is with much excitement that I’m joining the fantastic team at BBC Studios, to help drive the franchise to even greater success.”

Bluey will also be joining the line up at CBeebies Land in Alton Towers Resort from Easter.

From Saturday 23rd March, fans of the hit TV show, which broadcasts daily on CBeebies, will be able to meet the Bluey costume character each day in an area of the Staffordshire theme park dedicated to CBeebies, which will celebrate its 10th anniversary this year.

Bluey is the latest name to join the line up in CBeebies Land, which already includes popular CBeebies friends such as Hey Duggee, Iggle Piggle, Upsy Daisy, Bing and Flop, Ubercorn, Peter Rabbit and the Teletubbies.

Bianca Sammut, divisional director for Alton Towers Resort, said: “As a fellow Australian, I am personally very excited to welcome Bluey to the Resort. I know this joy and excitement will be shared by so many families across the UK. The 2024 season will mark the 10th anniversary of CBeebies Land and Bluey’s arrival is one of many ways we are looking to make it memorable for young guests and their families.”

Natasha Spence, head of attractions – Live Events at BBC Studios, said: “Bluey has captured the hearts of children and adults alike all over the world and we are delighted that our much-loved brand is coming to CBeebies Land for guests to enjoy.”

For more information on Bluey’s impending arrival, click here.


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