In Japan, Hakuhodo has been appointed Bluey’s new master licensing agency, while in Poland, Ameet Publishing will publish a range of Lego Bluey activity and colouring books.
BBC Studios has officially appointed Hakuhodo as the new master licensing agency for Bluey in Japan, formalising a partnership that will drive strong commercial collaborations and successful brand-building moments.
Under this new licensing agreement, Hakuhodo will work with local partners to drive the strategic expansion of the licensing programme for Bluey and bring the brand to life for fans across a wide range of categories including local toys, lifestyle products, apparel and accessories, homeware, live events and more.
The official appointment builds on a range of successful projects in the market. Bluey has already expanded its licensing programme across a wide range of product categories, including capsule toys, apparel, lunch ware and amusement prizes with industry leading partners. The success of last year’s Bluey in Cinema event has led to the second iteration of this year’s Bluey in Cinema: The Sign screening event, which kicked off from 12th June with an expanded list of theatres across Japan.
“We’ve seen incredible momentum for Bluey in Japan over the past year, with a passionate and rapidly growing fan base embracing the brands across generations. We are thrilled to have a partner like Hakuhodo, which shares our vision and enthusiasm of bringing Bluey to life through locally relevant products and experiences that have resonated strongly with Japanese fans,” said Suzy Raia, EVP for Global Consumer Products at BBC Studios. “Together, we’re excited to build on this success and unlock even more new opportunities to connect more families with the joy, humour and heart of the Bluey brand.
A representative from Hakuhodo said: “Bluey is a globally beloved brand that celebrates family, friendship and the power of play, inspiring children to explore their imagination, creativity and emotional development. Through this partnership, Hakuhodo will go beyond products licensing to deliver exceptional brand experiences to fans by leveraging its people-first mindset and extensive network of corporate partners, working closely with businesses and local communities.”
In Poland, Ameet Publishing, in partnership with the Lego Group and BBC Studios, will publish a brand-new range of Lego Bluey activity and colouring books. Launching ahead of the highly anticipated global theatrical release of The Bluey Movie on 6th August 2027.
Ameet will create a premium three-book Bluey collection. Developed in close collaboration with the Lego Publishing team, BBC Studios and Ludo Studio, every title in the debut line-up will come with an official cover-mounted Lego Bluey minifigure and custom play accessories designed for fans aged 4+.
The initial publishing programme features three distinct formats made for family play and creative building:
- Junior Activity Book: Bluey’s Beach Day
- Junior Activity Book: Bingo’s Backyard
- Colour and Play! Colouring Pad
Anna Fickenscher, Relationship and Development Director at Ameet, described the new publishing programme as a perfect alignment of world-class brands: “Bluey is a global phenomenon and one of the most-watched television shows worldwide. Bringing Bluey and her family into the Lego Playful Reading ecosystem is an incredible milestone for the Ameet team. By ensuring that each book contains an authentic Lego Bluey minifigure and matching accessories, these engaging activities and illustrations will be sure to delight the next generation of fans.”
Jan Paterson, Director, Books and Audiobooks Publishing at BBC Studios, added: “We are thrilled to further expand our highly successful Bluey publishing portfolio with Ameet, the Lego Group’s official publishing partner. We are confident that Ameet’s exciting new range of premium Lego Bluey activity and colouring books will prove hugely popular with Bluey fans and spark strong interest from retailers alike.”