How Bluey went from a kids TV show to a global merchandising machine
name and characters can now be seen on everything from pyjamas to pushbikes, toothpaste to toys, books to biscuits.-themed clothing items have been sold through K-Mart and Target alone.is big not just in Australia, but also in the UK, the US, Canada and New Zealand, with Asian markets now coming online too. The show – whose latest episodes began screening on ABC TV this week – has fans in Spanish, Italian, Portuguese, French and Scandinavian markets. And where it has fans, merch follows.
Typically, says Lang, “a brand like this builds, there’s a well-developed course over five years”. But with, which first screened on the ABC in October 2018, “those usual rules about how you go about licensing have been thrown to the wind”.Louise Kennerley The first products were books, commissioned by Penguin Random House in April 2019 and in store by November. Second was a toy deal with Moose, which also had a range of plush characters in store by November. Both topped the sales charts that Christmas. By January 2020, there was a clothing deal with Bonds. In May Peter Alexander followed, and on it rolled.had entered the cut-throat but lucrative world of fast-moving consumer goods, with a Paul’s yoghurt product in Australian supermarkets.
She’s referring to the show’s father, voiced by David McCormack, former frontman of Brisbane indie rockers Custard, who has been hailed as a role model and was voted Father of the Year in 2019 by deaf advocacy group The Shepherd Centre. . “It is no stretch to say that in a month we’d have hundreds of approaches,” says Lang, adding that most of them don’t make the cut because they’re not deemed to be the right fit.
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