Homegrown phenomenon Bluey has had a major presence at the 2023 Australian Toy, Hobby and Licensing Fair, with the brand having plenty to celebrate when it descended on Melbourne’s Convention and Exhibition Centre from 5th to 8th March.
BBC Studios Kids & Family, Bluey’s co-commissioner and global distributor, runs the show’s highly successful licensing programme, which has spawned over 1000 products globally. This week it announced an expanded portfolio to coincide with the fair, with Arnott’s Bluey Muesli Bars entering the FMCG space.
For the first time ever, Arnott’s is venturing into the muesli bar aisle with two flavours: Yoghurt & Fancy Fruit, and Sherbet. The muesli bars will be the third product in Arnott’s much-loved Bluey range, with their Bluey Biscuit multi-packs launching in June last year, before expanding into share packs in January 2023.
At the fair, products have been on show from Moose Toys, including their new supersized “Hammerbarn” playsets; Hunter Leisure (arts and crafts and outdoor products); Benson’s (cards and stationery); MJM (puzzles and games); VTech (interactive games); TOMY (bath toys); Headstart (ride-on toys); and newly signed partner, Jasnor (wooden toys & outdoor play).
The trade fair’s attendees have also seen the Heeler’s backyard brought to life on the main concourse, where they were able to take a photo under the poinciana tree in the iconic Brisbane scene with the Bluey and Bingo costume characters. Trade partners were also treated to a celebratory evening at an exclusive Bluey Showcase event on Monday night.
As well, Bluey won “Preschool License of the Year” for the fourth consecutive year at Sunday night’s Australian Toy Association Awards.
Kate O’Connor, Australia’s Head of Licensing and Brands at BBC Studios, says: “We’ll be celebrating five years of the show later this year, and there’s no doubt that Bluey — just like a plucky little pre-schooler — is a phenomenon that Australians can be immensely proud of. With so many achievements already in the bag, 2023 is set to be another year of success and celebration.”
Kate O’Connor, Australia’s Head of Licensing and Brands at BBC Studios
Bluey has achieved meteoric success worldwide; the Emmy and BAFTA award-winning show is the #1 program ever across all broadcaster video on demand platforms in Australia, the 8th most streamed show overall in the US in 2022, and is broadcast in over 60 countries and counting.
