Bluey

“We are very pleased about this exciting collaboration,” said Drazen Pehar, Head of Brands & Licensing at DEICHMANN SE.

“These new launches ensure that Bluey fans can experience the beloved brand beyond the screen in ways that are fun, practical, and accessible,” said Anita Majhu, Head of Licensing for Softlines at BBC Studios.

“When BBC Studios approached us about this partnership, it was a no-brainer,” said Isaac Larian, Founder and CEO of MGA Entertainment.

“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.

“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.

“We are excited to expand our partnership with TV Tokyo to bring the global hit series Bluey into more Japanese homes – and to work alongside our dedicated agency Phoenixx Inc. to introduce more consumer products locally,” said Sophia Spinelli, VP Brands & Marketing at BBC Studios Asia.

The multi-level Supermarket Playset spans three stories and four play areas.

“This collection is a must-have for Bluey fans and retailers,” said Simon Prest, Sales Director at Orchard Toys.

“It’s been a long time coming and we believe that this partnership is a match made in heaven for younger builders and families alike,” said Michaela Edgerley Stovicek, Head of Preschool at the LEGO Group.

“I want this to be an experiential event for the whole family to enjoy together,” said Bluey creator Joe Brumm.