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1 Million Items of Bluey Clothing Sold!

Aussie fans can’t get enough of Bluey! With incredible sales since their launch in Big W, Kmart and Target, the Bluey apparel ranges have reached 1 million items sold in Australia in just 6 months.


Following a licensing deal with BBC Studios, Designworks Clothing Company launched the ranges in March 2020. Inspired by the fun and adventurous spirit of the much-loved Australian series, the ranges include outerwear, sleepwear, headwear, accessories and underwear for boys and girls (aged 1 – 8 years).

Since the launch, Designworks has been working with retailers to meet the high demand with the ranges flying out the door. There is still plenty to delight fans of all ages with more styles dropping into stores each month, including items for every member of the family.

“We knew Bluey would be a hit, but have been blown away with these phenomenal results!” said Lian Huddle, GM of Licensing & Marketing at Designworks Clothing. “We are delighted to partner with BBC Studios on such a fantastic brand and are excited for the future of this fan favourite.”

Lian Huddle — Designworks Clothing

“As Bluey continues to take Australia by storm, we’re working closely with partners like Designworks to capture the joy and playfulness of Bluey in licensed products,” said Kate O’Connor, Head of Commercial and Business Development ANZ, BBC Studios. “We want every item of clothing to delight fans of all ages and bring some Bluey fun and play to wardrobes across Australia.”

Kate O’Connor — BBC Studios