BBC Studios Names Nelvana & Panaderia Licensing Agents for Bluey in Canada & Mexico
BBC Studios, the distributor and licensor for Bluey, has named top licensing agencies Nelvana and Panaderia for Canada and Mexico respectively to extend the brand’s successful merchandising program. The two companies will build on the series’ popularity in the U.S. and help expand the Blueyexperience beyond the screen through meter-moving consumer product partnerships that will build affection for the brand across North America among young fans and their families.
“Nelvana and Panaderia are leading agencies in their respective markets with a long history of success, and we’re thrilled to collaborate with them to build the Bluey brand in North America,” said Suzy L. Raia, Senior VP, Consumer Products & Business Development, Americas. “With these new partners on board, children across these regions will soon be enjoying a range of Bluey products and creating their own series-inspired adventures.”
“Bluey is already established as a delightfully charming brand with phenomenal international success,” said Mellany Masterson, Head of Nelvana Enterprises. “We are so pleased to partner with BBC Studios to bring the magic and joy of the series to life through fun and engaging products for Canadian kids and families.”
“It’s always a challenge to find properties that grab your heart and have the content and the team to make it a success, and Bluey has it all,” said Panaderia President and CEO Maca Rotter. “We are thrilled to partner with BBC Studios to bring Bluey to life for children all across Mexico.”
Helping to grow the Bluey brand in Mexico and across Latin America is Murilo Hinojosa, who was recently named Director of Licensing, Latin America. Hinojosa is based in the UK and will identify territorial agents and manage brand development in other priority markets, including Brazil, Colombia, Chile, Argentina, and more.
The debut line of Bluey toys from global master toy licensee Moose Toys launched in Canada in June 2021 with additional product from new licensees expected in 2022. In Mexico, Moose has appointed Bandai as distributor, and the toy line is set to debut exclusively at select Liverpool stores this fall. BBC Studios will be expanding the Bluey brand into softlines, hardlines, health & beauty care, and more, across all territories.
A huge success on-screen and on-shelf from the beginning, Bluey continues to achieve honors for its toy range, collecting awards in Australia and the U.S., among them from the Australian Toy Association for Preschool License of the Year at the Australian Toy Awards two years in a row (2019, 2020); Parents Magazine’s Best Toy of 2020; and Amazon’s Toys We Love (2020); among others. In addition, NPD Group named Bluey a Top 5 Infant/Toddler/Preschool License.*
Bluey is a multi-award-winning children’s series that has taken Australia and the U.S. by storm and is now available in more than 60 markets, charming audiences across the globe. Loved by parents and children for its heartfelt portrayal of family life and celebration of play, the series follows Bluey, a 6-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family, friends and community into her world of fun.
