Licensing industry professionals are gearing up to head to Las Vegas for Licensing Expo next week. In anticipation of the big annual event, we’re rolling out our licensing and consumer products features from Kidscreen’s Q2 2026 magazine issue. To read the full issue, click here.

Preschool phenom Bluey has been in the market for almost eight years, growing to become a major consumer brand that appeals to both kids and older family members worldwide. Even without new episodes in the mix, BBC Studios has continued to retain and grow Bluey’s global audience year after year by using annual themes to propel the brand forward.

EVP of global consumer products Suzy Raia spoke to Kidscreen about the next stage of Bluey’s growth in consumer products.

Kidscreen: How did you land on “Playdates with Friends” as the new theme for Bluey in 2026?

Suzy Raia: The annual theme is a great opportunity to pull out some of the much-loved threads woven throughout the series. “Playdates with Friends” was a natural choice because at its core, Bluey is all about how kids learn and grow through play. It’s through playdates that kids really begin to navigate friendships and understand social dynamics.

KS: How long does it take to choose and develop a new theme for a preschool brand as massive as Bluey?

SR: We’ve actually got about five years of themes earmarked already. Where it really takes time is in the development and execution. We need enough lead time to build a cohesive plan that brings the theme to life across all categories—digital, live experiences and merchandise. It’s critical that the theme translates seamlessly across every touchpoint.

We also develop assets far enough in advance to support not just product development, but retail sell-in and sell-through. From there, we package the theme and create ownable extensions for retailers to help them differentiate.

KS: What are some of the key elements you’re looking for from licensees joining this new campaign?

SR: We always lean on our best-in-class partners to deliver category innovation, high-quality products and inspired design. With “Playdates with Friends,” that means bringing the wider community of friends into focus—beyond Bluey and her family—and finding exciting ways to expand how that world comes to life across touchpoints beyond the series itself.

KS: What were some of the lessons you learned from the “Let’s Play Chef” theme in 2025?

SR: “Let’s Play Chef” was such a fun theme. It was a natural fit—you see so many moments with Bluey and her family in the kitchen, and it really reflects how integral food is to family life. But beyond that, fans love being inspired with ways to do things the Bluey way.

To me, the beauty of Bluey is how the Heelers turn even the most mundane, everyday chores into special moments of togetherness. Those interactions really matter, and they create meaningful opportunities to bond and play.

KS: What do you predict will be some of the major toy industry trends this year?

SR: I think we’ll continue to see collectibles—whether trading cards, blind packs or figures—remain a really strong play pattern, although there are definitely signs of oversaturation at retail. I wouldn’t be surprised to see a few programs in that space struggle this year.

It’s also shaping up to be a big year for entertainment licenses, with a number of blockbuster, consumer products-friendly films coming to market [including The Super Mario Galaxy Movie, The Angry Birds Movie 3, The Cat in the Hat, Moana and Hoppers]. That means consumers will have more choice than ever. Because of that, I think the brands that win will be the ones rooted in strong storytelling. Those that fall short on storytelling and emotional connection will likely feel it in weaker sell-through.

Photo courtesy of BBC Studios.