For six decades, Play School has been a cherished part of growing up in Australia. Since its first broadcast on the ABC in 1966, this much-loved program has inspired generations of children with its unique mix of creativity, learning, and good old-fashioned fun.
In 2026, Play School turns 60, and what better way to celebrate than with a year-long party full of exciting partnerships, playful products, and nationwide activations that honour its special place in the hearts of Aussie families.
This milestone marks one of the ABC Commercial’s biggest licensing programs to date, blending nostalgia with innovation to make sure Play School continues to connect with today’s little learners (and the grown-ups who grew up with Big Ted and Jemima too).
Come Play With Us: Partnership Opportunities
ABC Commercial warmly welcomes expressions of interest from businesses looking to explore partnership opportunities across its vibrant portfolio of brands, including Play School, Muster Dogs, triple j, Gardening Australia, and more. Whether you’re a licensee, retailer, or creative collaborator, we’d love to hear from you.
“The ABC reaches more Australians than any other broadcaster across every age group, interest and corner of the country. Our brands are part of everyday life, and that gives our valued partners a unique platform to connect meaningfully with audiences. The success of our collaborations with Australia Post, Scholastic, Jasnor, Goldie + Ace and Tara Treasures shows the strength and potential of our licensing programs. We’re excited to build on that with new partners across entertainment, factual and lifestyle properties.”
— Wendy De Thame, Licensing Manager, ABC Commercial
Let’s build something wonderful together for today’s families, and tomorrow’s dreamers.
Windows of Opportunity: New Products, Fresh Partnerships
The birthday celebrations kick off in 2025 with a special partnership between ABC and Australia Post. The collaboration will launch a vibrant ‘Back to School’ range designed with new licensee Ultimatum featuring art smocks, lunch bags, puzzles, and more. All the essentials reimagined with Play School’s signature sparkle.
A growing team of new and returning licensees will help bring the magic to life throughout 2026:
- Jasnor will unveil a brand new plush toy collection, giving beloved characters like Humpty and Little Ted a snuggly, high-quality refresh.
- Scholastic will expand its popular publishing line, rolling out new concept and novelty titles to delight readers of all ages. Retail powerhouse Big W will continue to support Scholastic’s range, ensuring wide availability and strong national presence.
- Exciting news for fans of all ages: Play School fashion is on the way! A brand-new apparel licensee will launch clothing for babies, toddlers, and even nostalgic adults.
- Melbourne-based label Goldie + Ace joins the program with a retro-inspired kidswear range that celebrates Play School’s rich visual heritage.
- Tara Treasures, known for their beautifully handcrafted felt toys and play mats, will launch a new Play School range, bringing hands-on creativity into family homes—no screens needed.
More Than a Show: A Multi-Platform Celebration
Of course, the party doesn’t stop at products. A whole year of celebrations is planned across the ABC network and ABC Commercial in 2026.
Expect new screen content, special moments, and a brand new Play School live show touring the country so families can sing, dance and celebrate together in person.
To bring the program’s legacy into its next chapter, Play School will also launch updated packaging and style guides created by Steph Mystek and the talented team at MyDesign.
“Reimagining the packaging for one of Australia’s most iconic children’s brands was such a privilege,” said Steph. “We wanted to keep it simple, bold, and full of heart. We brought back the signature windows and layered in craft textures to give everything that playful, handmade Play School feeling.”
Muster Dogs: A New Favourite in the Kennel
While Play School may be the birthday star, another ABC Commercial property is quickly becoming a standout licensing success.
Muster Dogs continues to win hearts and awards, including a recent Logie recognising its broad appeal. After launching its first retail program with CRT in 2024 (featuring books, plush toys, hats and even pet gear), the brand is ready for its next big leap.
ABC Commercial is now opening up partnership opportunities through expressions of interest from licensees and retailers looking to join this wholesome, uniquely Australian property that is dominating audience engagement in metro and regional demographics. With its blend of education, entertainment, and heartfelt storytelling, Muster Dogs is an emerging brand with enormous potential across multiple categories with a committed local and international broadcast schedule into 2027 and beyond.
Explore the ABC’s Brand Playground
From nostalgic favourites to contemporary crowd pleasers, ABC Commercial’s licensing portfolio is packed with rich opportunities for businesses to engage with deeply loved brands.
Alongside Play School and Muster Dogs, ABC Commercial continues to grow and evolve its offerings, welcoming new partners to collaborate across a wide array of genres, audiences, and formats.
Whether it’s the evergreen charm of Bananas in Pyjamas, the trusted voice of ABC Kids, the green thumbs of Gardening Australia, the sharp wit of Hard Quiz, or the cultural pulse of triple j—there’s a brand for every audience and every market. And with a pipeline of fresh content bubbling up, there’s always something new on the horizon.
Contact Us
For licensing opportunities please reach out to Wendy de Thame, ABC Licensing Manager via email at: dethame.wendy@abc.net.au
This article originally appeared in Edition 51 of The Bugg Report Magazine
