Stateside | Hit pre-school series Bluey makes play for costumes market with Disguise, Inc partnership

Published on: 12th May 2021

Bluey, the hit children’s animated TV series from Ludo Studio and BBC Studios, is making a new play for the American costume and fancy dress market, thanks to a new partnership with JAKKS Pacific’s Halloween costume division, Disguise, Inc.

Under the partner, Disguise is set to design, market, manufacture, and distribute costumes and costume accessories for the popular animated property, starting this year. The new line will debut as a first-to-market launch at Walmart across the US.

Bluey is an Australian animation series that follows a six year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures. Aimed at pre-school children and their parents, the series champions the importance of unstructured play for enhancing children’s creativity and helping to develop their mental, physical and emotional resilience.

The series celebrates the joyful simplicity found in family life, role play, and imagination. A sensation with US audiences since its fall 2019 premiere, Bluey reached 16 million total views across Disney Channel and Disney Junior in Q4 2019.

“Bluey explores the important themes of family life, parenting and imaginative play. It has a huge fan base of preschoolers and parents that will be thrilled with our new line of Bluey costumes,” said Tara Hefter, EVP and GM of Disguise, Inc.

“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.”

Suzy Raia, VP consumer products and business development, BBC Studios, added: “Bluey is our fastest growing show in the US 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.

“Bluey fans will now have the chance to dress up this Halloween and be a part of this sweet Blue Heeler family.”


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