Hakuhodo Partners with BBC Studios on Domestic Licensing Business for Globally Popular IP 'Bluey'

Hakuhodo Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Kenshi Nagura; hereinafter 'Hakuhodo') has entered into a partnership with BBC Studios, the international commercial arm of the UK's BBC, for the domestic licensing business of 'Bluey,' a globally renowned intellectual property. Under this partnership agreement, Hakuhodo will collaborate with various partner companies across Japan to further strengthen the commercial operations and brand development of 'Bluey.' The company will expand its business into diverse categories—including lifestyle products, apparel and accessories, homewares, food, and live events—beyond toys and publishing, aiming to deliver engaging brand experiences to fans of 'Bluey' in Japan.

'Bluey' has received high praise from parenting audiences and media for its warm and humorous portrayal of family life and its emphasis on the importance of play. This Emmy Award-winning animated series has been widely acclaimed by the global toy and licensing industries, retailers, and media, earning over 50 awards and nominations to date.

Driven by its global popularity, the licensing business for 'Bluey' has expanded significantly, with more than 500 licensees worldwide currently developing products and services. A major milestone for the brand is expected with the worldwide theatrical release of its first feature-length film, scheduled for August 6, 2027.

This partnership strengthens BBC Studios' ongoing efforts to expand the 'Bluey' business in Japan. In the Japanese market, licensed products have already been launched across diverse categories such as capsule toys, apparel, lunch goods, and amusement items. Additionally, starting June 12 of this year, the second installment of the theatrical event 'Bluey in Cinema,' titled 'Bluey in Cinema: The Guiding Path,' has been released with a significantly expanded number of screening venues, following the success of last year's event.

Building on existing partnerships in the Japanese market, Hakuhodo will further expand product offerings across a wide range of categories through collaborations with diverse partner companies. Leveraging its consumer-centric approach and extensive corporate network, Hakuhodo aims to deliver compelling brand experiences to 'Bluey' fans beyond mere product licensing—through promotional campaigns, experiential initiatives, and co-creation projects with businesses and local communities.

<About Bluey>

'Bluey' is an animated series created and written by Joe Brumm and produced by Ludo Studio—an Emmy Award-winning studio—for Australia's ABC and BBC Studios Kids & Family. Supported by Screen Australia, Screen Queensland (a Queensland government agency), and funding from the Australian federal government, the entire production—including concept, writing, animation, and post-production—takes place in Brisbane, Australia, making it a proudly Australian creation enjoyed worldwide. BBC Studios Kids & Family holds the global distribution and merchandising rights to the series.

<About Ludo Studio>

Ludo Studio is an Australian production company that has won accolades including BAFTA, multiple Emmy Awards, the Logie Award, and the Peabody Award. Named one of TIME's 100 Most Influential Companies of 2024, Ludo creates original scripted dramas, animations, and digital stories with talented Australian creatives, distributing them globally and earning acclaim in multiple countries.

https://ludostudio.com.au/

<About BBC Studios>

BBC Studios is the commercial arm of the BBC Group, generating £2.1 billion in revenue and achieving £200 million in annual profit for four consecutive years. It operates through two main divisions: a global Content Studio responsible for content creation, investment, and international distribution; and Media & Streaming, which manages BBC-branded channels, services, and joint ventures both within the UK and internationally. BBC Studios seamlessly handles content from concept to production and distribution, creating over 3,300 hours of award-winning programming annually for public and commercial services. Renowned for its breadth and depth of content expertise, BBC Studios produces hit shows such as 'Strictly Come Dancing/Dancing with the Stars,' 'Top Gear,' 'Planet' series, 'Bluey,' and 'Doctor Who,' and also operates BBC News, one of the world’s largest news platforms.