BBC Studios bolsters Bluey’s FMCG presence

BBC Studios has secured a raft of new FMCG partners for Bluey, spanning food, snacks and bath time products.

In May, Bluey will make its cereal debut in the UK with Kellogg’s, while a range of Bluey snacks from The Hero Group will land at retail in September.

“We are bringing the fun and adventure to breakfast with the first ever Bluey cereal in the UK,” said Lejla Damon, Brand Activation Manager UKI at Kellogg’s.

“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, added: “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.”

Elsewhere, Childs Farm has launched Bluey Bubble Bath, Bluey Hair & Body Wash and Bluey body moisturiser, featuring a ‘Bluey-berry’ scent to consumers for the first time. All products are now available at Tesco, Morrisons, Boots and Amazon.

“Bluey is a perfect partnership as it embodies our ‘Funbelievably Kind’ ethos, bringing big-hearted fun to our award-winning British brand,” said Paul Yocum, Chief Growth & Marketing Officer for PZ Cussons.

“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.”

Finally, 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. The deal marks Natures Aid’s first kids’ branded vitamin that has been brought to retail.

Anita Majhu, Head of Licensing for Softlines at BBC Studios, said: “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.”