# BBC Studios Bluey brand expansion

> Live situation record from CLSTR: https://clstr.news/situations/bbc-studios-bluey-brand-expansion
> Updated: 2026-09-28T11:06:55.000Z. Sources: 6. Developments: 2.

BBC Studios is expanding the global reach of the animated series ‘Bluey’ through various commercial partnerships. 

In mid-September 2026, Mattel and BBC Studios announced a multi-year licensing deal to integrate the series into major toy brands, including Barbie, Hot Wheels, Fisher-Price Little People, Polly Pocket, and UNO. The collaboration aims to launch a variety of character-themed products globally in late 2026.

Following this, Citymapper and BBC Studios launched a collaboration as part of the ‘Play The Bluey Way’ campaign. This partnership introduced ‘For Kids’ features to the transport app in over 40 cities across the UK, US, and Australia, offering kid-friendly routes and custom navigation icons to engage families during urban travel.

## Timeline

### 2026-09-28: Citymapper and BBC Studios partner to launch Bluey features

Citymapper and BBC Studios have partnered to launch Bluey-themed features in the navigation app across the UK, US, and Australia, offering kid-friendly routes and interactive content for families.

2 sources. https://clstr.news/cluster/citymapper-and-bbc-studios-partner-to-launch-bluey-features

### 2026-09-15: Mattel and BBC Studios expand Bluey licensing deal

Mattel and BBC Studios have signed a multi-year global licensing deal to bring ‘Bluey’ characters to Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO, with products arriving in fall 2026.

4 sources. https://clstr.news/cluster/mattel-and-bbc-studios-expand-bluey-licensing-deal

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Cite as: BBC Studios Bluey brand expansion. CLSTR, https://clstr.news/situations/bbc-studios-bluey-brand-expansion