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New content revealing Baby Pig’s gender, name and arrival will roll out throughout 2025, along with special events and fresh products.

“By bringing the beloved character Bluey into the digital world of LEGO play, children can now explore Bluey’s adventures through fun and engaging content,” said Emmet O’Neill, Chief Executive of StoryToys.

“It is an incredibly proud milestone to welcome DC back to Mattel,” said Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel.

“Bluey is the first IP to be developed into both LEGO 4+ and LEGO DUPLO ranges, which is a testament to the show’s cross-generational appeal,” said Suzy Lee Raia, SVP of Global Consumer Products at BBC Studios.

“This season we’ve taken beloved classics and given them fresh, modern twists,” said Julia Cash, Creative Director at Mad Beauty.

“This collaboration is exactly what Born to License is all about – making licensing accessible and guiding brands through the complexities of the process to create something truly special,” said David Born, Founder and CEO of Born to License.

“We designed the limited-edition anniversary doll with intention to highlight the defining details of this iconic heroine,” said Georgia Manolas Walker, Vice President of Marketing at Playmates Toys.

Coolabi Group has also appointed Retail Monster as its US licensing agent for the brand.

“Even the term “iconic” does not do justice to the rarified position Harley-Davidson enjoys in the American cultural landscape and popular imagination,” said Bruno Maglione, President of IMG Licensing.

“This engaging new content will help teachers across the UK to easily find and deliver playful learning experiences that spark curiosity for every child,” said Michael Savitz, Discovery Education’s General Manager International.