Bluey finds a new home in Mattel’s toy box

Mattel is expanding Bluey into some of its biggest toy and game franchises through a new multi-year global licensing partnership with BBC Studios.

The partnership will see the children's series appear across five Mattel brands, Barbie, Hot Wheels, Fisher-Price, Polly Pocket and UNO, with products set to begin rolling out globally later this year.

The collaboration will bring Bluey characters and its world into each brand's existing play formats, spanning dolls, vehicles, playsets, figures and card games.

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Under toy brand Fisher-Price, the Little People range will feature characters including Bluey, Bingo, Bandit and Chilli, allowing children to recreate moments and adventures from the series.

Meanwhile, Barbie will bring Bluey and Bingo into its "Cutie reveal" line, with dolls dressed as the two characters. Polly Pocket will introduce Bluey-themed compact playsets, while Hot Wheels and UNO will also put their respective spins on the franchise.

The deal extends Bluey's presence beyond the screen by pairing the series with several established Mattel properties, tapping into a fanbase that spans both children and parents.

"Bluey reminds us that the best play doesn't require anything extraordinary, just creativity, laughter, and the people you love. That's what makes this partnership a natural fit," said Nick Karamanos, head of entertainment partnerships at Mattel.

He added, "We're bringing Bluey, Bingo, and their family and friends to brands fans already know and love, inviting families to create new stories, adventures, and memories together." 

In tandem, Suzy Raia, EVP, global consumer products at BBC Studios, said, “Bluey has resonated with families around the world because it celebrates the creativity and connection that comes through play. Mattel's portfolio of iconic brands makes them an ideal partner to extend that spirit through new and engaging play experiences.”  

The partnership follows another major licensing push by Mattel in the entertainment space. Last year, Netflix named Mattel and Hasbro as co-master toy licensees for KPop Demon Hunters, extending the animated franchise into consumer products.

Mattel's KPop Demon Hunters range is rolling out globally this year, spanning dolls, action figures, accessories, playsets, collectibles and co-branded collaborations. Hasbro is also rolling out products including plush toys, youth electronics and role-play items, alongside collaborations involving Monopoly, Nerf and Furby.

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