BBC Studios announces launch of Bluey toy range, licensed by Moose Toys and distributed by Sheng Tai Toys in the territory.
Global TV phenomenon Bluey is now sweeping through Asia with toys officially hitting the shelves for the first time in the region, starting with Singapore retail stores. BBC Studios has announced the launch of the toy range licensed by Moose Toys and distributed by Sheng Tai Toys, based on the BAFTA & Emmy award-winning children’s television series, produced by Ludo Studio and airing on Disney+ and CBeebies.
The collection, set to debut in stores from 1st August, will feature top-selling products like character plush toys, figurines, the iconic Heeler 4WD family vehicle from the series and play sets like The Heeler House. Designed for children age three years and above, this imagination-inspiring range of products will help local fans fully immerse themselves in Bluey’s fun-filled world in new and exciting ways.
Loved by adults and kids alike, Bluey is winning global audiences over for its relatable take on modern family life and showcasing how children can learn and grow through play. The series has enjoyed critical success internationally, recently winning the 2023 Kidscreen Award for Best Animated Series (Pre-school) and being recognised as a top licence.
“We are thrilled to partner with Sheng Tai Toys to finally bring the much-awaited Bluey toy range to Asia, starting with Singapore, to give fans in the region the opportunity to play along with Bluey and the Heeler family beyond the screen,” commented Sophia Spinelli, VP Brands & Marketing, BBC Studios Asia. “This launch also represents the first step in BBC Studios Asia’s long-term plans to build our Consumer Products and Licensing business with plans to include additional categories and new products, as well as building the team to grow the business in the region.”
The latest Bluey range of toys will be available at major retailers including Toys R Us, Takashimaya and Kiddy Palace from August.
Bluey storybooks and activity books are also available, and BBC Studios is partnering with Times Distribution on a series of special meet-and-greet events at major bookstores across September and October.
