BBC Studios inks multi-year global renewal with Penguin Random House for Bluey

BBC Studios and Penguin Random House announce the continuation of their hugely successful book publishing deal for the TV sensation Bluey. The renewed partnership sees Penguin Random House secure rights for all languages in the UK, US and Rest of World excluding Australia, New Zealand and China, each of which have their own Penguin Random House contracts with BBC Studios. 

Ladybird, an imprint of Penguin Random House Children’s UK, has been publishing Bluey since 2021 and has sold over 2 million books in the UK through TCM. Bluey made the top 20 children’s chart 15 times in 2023 and the top 20 preschool chart 105 times and featured every single week of 2023. 

Since Penguin Young Readers began publishing Bluey in the US in October 2020, the series has become the fastest growing licensed book brand across the country. To date, over 8.5 million books have been sold. This year, two series titles became New York Times bestsellers; the picture book Bluey: Sleepytime by Joe Brumm has spent 32 consecutive weeks on the Picture Book list, with two weeks at number one, and Love from Bluey by Suzy Brumm debuted on the list in January 2024.

In EMEA, Penguin Random House Children’s UK-based Rights team has sub-contracted 22 foreign language translation deals for Bluey books on behalf of BBC Studios. In Spain, Bluey is the #1 book publishing license. Over 200,000 copies of Bluey titles in Spanish have sold since April 2023. In France, Hachette have sold over 100,000 copies since launch in April 2023, leading to the publisher ramping up their output this year by launching a further 32 Bluey books in market in 2024. Bluey books are flying off the shelves in Germany too, with the first two books Where’s Bluey? and Goodnight Fruit Bat launched in November 2023 selling out within four weeks of hitting retail. And, it’s not just Europe where we’re seeing success, with sales from Korea to Colombia.

Jan Paterson, Director of Book and Audio Publishing at BBC Studios, said: “We are thrilled to extend our highly successful collaboration with Penguin Random House. As Bluey fandom continues to soar, we look forward to bringing even more Bluey stories inspired by the beloved TV show to families, inspiring cherished reading moments for children and their parents around the world.”

Francesca Dow, MD, Penguin Random House Children’s UK commented: “The success of Bluey is down to its exceptional storytelling, which clearly distinguishes it from so many other children’s brands. Play and family fun is at the centre of every story, but real-life emotions and challenges are subtly addressed too.  A preschool TV show which can capture the hearts of adults as well as children is a truly rare thing and we’re proud to be a part of bringing those stories to an even wider audience through our books.”

Leanne Gill, Publishing Director for Licensing at Penguin Random House Children’s UK, added: “We are delighted to be continuing our global partnership with BBC Studios on the absolute phenomenon that is Bluey. Hilarious and heartfelt storytelling is at the very core of the brand, so we and our partners at Penguin Workshop in the US can’t wait to keep bringing these stories to life on the page through a variety of engaging picture books, fun family activities and innovative novelty formats.”