Kate O’Connor to lead Bluey brand expansion in ANZ

Following the success of the loveable Aussie blue heeler brand, Kate O’Connor has been promoted to Head of  Licensing and Brands, BBC Studios ANZ, overseeing all aspects of brand expansion for Bluey and other BBC Studios IP, such as BBC Earth, Top Gear and Doctor Who, in Australia and New Zealand.

Previously Head of Commercial and Business Development, Kate has expanded her role to include leadership of the Commercial Franchise Brands Marketing team and the Live Events team, alongside existing responsibility for Licensed Consumer Products and Home Entertainment.  As BBC Studios holds the global ancillary and merchandising rights, this brings all of the commercial aspects and audience-focused promotional activity for the Bluey brand in Australia and New Zealand under Kate’s direction.

Fiona Lang, GM of BBC Studios ANZ said: “Kate has played a key role in developing the commercial strategy and propelling the Bluey brand to achieve great success in Australia. Kate’s strategic leadership and commercial acumen, across all aspects of brand expansion and promotion, will offer clients a single point of expertise for all their brand requirements. I look forward to seeing the Bluey brand develop holistically –  and with love – under her leadership.”

Kate O’Connor, Head of Licensing and Brands, BBC Studios ANZ, says: “I’m thrilled to become the commercial and strategic voice of Bluey in region and enthusiastically look forward to the continued trials and triumphs that running Australia’s Number 1 kids brand brings.  With my dedicated and energetic team, I am truly excited at what is to come for Bluey in 2022 and beyond – there are some very big things on the horizon that we can’t wait bring to our legion of Bluey fans.”

In the new structure, the Commercial Franchise Brands Marketing team led by Madeleine Jelfs, the Licensing team led by Jacqui Shilson-Josling and the Live Events team led by Renata Bisgaard, will report to Kate.