BBC Studios is delighted to announce that Bluey is extending its supermarket presence with a series of major FMCG licensing deals spanning food, snacks, and bath time products.
In May, Bluey will make its cereal debut in the UK with Kellogg’s. Bluey Multigrain Cereal is high in fibre, with no artificial colours or flavours. Plus, a range of Bluey snacks from Hero are anticipated to land at retail in September, too. The new product line will introduce high-quality products that resonate with families, blending nutrition with fun. All licensed Bluey branded food products are non-HFSS[1].
Lejla Damon, brand activation manager UKI at Kellogg’s, says: “We are bringing the fun and adventure to breakfast with the first ever Bluey cereal in the UK. Working with BBC Studios supports a new growth era for our iconic cereal brands and the category by delivering a world-class partnership to excite our customers and consumers. Who better, than the smash-hit Bluey, to reinforce Kellogg’s position as the ‘OG’ of breakfast.”
Kate Allison, Hero global category director for early life snacking, adds: “The Hero Group is excited to announce its new collaboration with BBC Studios. This global partnership allows us to present our delicious offerings to children everywhere, inviting them into the fun and playful world of Bluey. Together, we’re creating a meaningful and engaging experience for families, inspiring healthy eating with a touch of joy.”
Additionally, Childs Farm has added Bluey bath time products to its award-winning, natural, and sustainable sensitive skincare range. The recently launched Bluey Bubble Bath, Bluey Hair & Body Wash and Bluey body moisturiser introduce Childs Farm’s unique ‘Bluey-berry’ scent to consumers for the first time. All products are now available at Tesco, Morrisons, Boots and Amazon.
Paul Yocum, chief growth & marketing officer for PZ Cussons, says: “Bluey is a perfect partnership as it embodies our ‘Funbelievably Kind’ ethos, bringing big-hearted fun to our award-winning British brand. We are delighted to partner with BBC Studios as we bring Childs Farm’s natural, sustainable, sensitive skincare solutions and Bluey together to make bath time even more fun! We believe this partnership will delight our customers and bring long-term growth to the Child category.”
Plus, Bluey branded Natures Aid landed on shelves in February, offering a range of multivitamins and supplements for children, tailored to support bone health and immune function. Bluey is Natures Aid’s first kids’ branded vitamin that has been brought to retail. Its vitamins include essential nutrients such as Vitamin A, D3, C, B1, B2, B12, and Zinc, with dedicated formulations for bone health and immune support.
Anita Majhu, head of licensing for Softlines at BBC Studios, comments: “I am so thrilled to welcome these brilliant new partners to the Bluey licensing collective. These partnerships align perfectly with BBC Studios’ strategy to grow the world of Bluey. As Bluey is a show for everyone – and ‘value for all’ underpins our commercial strategy as we move into the FMCG space – we are focusing on products that enhance everyday moments; from breakfast to bath time, and beyond. These new launches ensure that Bluey fans can experience the beloved brand beyond the screen in ways that are fun, practical, and accessible.”
Growing Bluey in the FMCG space is a long-term goal for BBC Studios. In September 2024, Bluey Strawberry Fromage Frais made by Yeo Valley debuted at retail, offering delicious, high-quality dairy options for families. A new Bluey Fromage Frais 4-pack format (4x85g) is now available at Tesco, including the two bestselling children’s yogurt flavours – Strawberry and Apricot. BBC Studios expanded its existing partnership with Beams International last year as well, to add Bluey food, beverage & lifestyle gifting to the portfolio. Fiddes Payne also extended their agreement with BBC Studios to launch the first Bluey Cup Cake Kit, inspired by the adventures of Bluey, Bingo, and their family and designed to bring the magic of the show into the kitchen. Bluey has also been part of Finsbury Food Group LTD’s licensed celebration cakes range since 2023.
Following its debut in Australia in 2018, Bluey landed on Disney+ in the UK in October 2020. It then made its free-to-air premiere on CBeebies in April 2021. Since then, the hugely popular animated TV series has firmly established itself as the no.1 kids’ content brand in the UK, and its licensing portfolio continues to expand as a result of that success. For instance, in 2024 in the UK alone, Bluey hit 12.8 billion viewer minutes in 2024 across BBC and Disney+ combined, and reached 15.4 million individuals in the UK too.
As Bluey’s FMCG licensing footprint in particular continues to grow in the UK, excitement around the brand has reached new heights following the recent announcement of Bluey’s first feature film. Written and directed by ’Bluey’ creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. The movie is set to hit cinemas worldwide in 2027 under the Disney banner.
