Imagine children's innocent smiles lighting up as they engage with an animated character full of love and joy. This heartwarming experience is about to reach deeper into Chinese households as BBC Studios announces a strategic partnership with Katoya Brand Planning (Shanghai) Co., Ltd., a subsidiary of Fung Group, to develop the merchandise licensing business for "Bluey" in mainland China.
Effective January 1, 2026, Katoya will become the exclusive licensing agent for "Bluey" in mainland China, bringing new energy to this globally beloved animated IP.
Market Strategy: Deepening Roots in China
This collaboration represents more than a simple licensing agreement—it's a strategic move by BBC Studios in the Chinese market. As the world's second-largest consumer market, China offers tremendous growth potential. "Bluey" has earned widespread acclaim globally for its unique charm and high-quality content. The partnership with Katoya aims to fully unlock this potential in China, comprehensively advancing the brand's licensing business while laying groundwork for the franchise's first feature film scheduled for 2027.
IP Value: A Global Phenomenon
"Bluey" is co-created by Australia's Ludo Studio, BBC Studios Kids & Family, Australian Broadcasting Corporation, Screen Australia, and Screen Queensland. Since its 2018 debut, the series has taken the world by storm. The show follows the adventures of Bluey, an energetic blue heeler puppy, as she navigates daily life with her parents and younger sister Bingo, using imaginative play to explore family bonds, wisdom, and growth.
The series' authentic, warm, and humorous storytelling perfectly captures the emotional dynamics and simple joys of contemporary family life, resonating deeply with audiences worldwide.
Key Achievements:
- Viewership Champion: Since 2024, "Bluey" has consistently ranked as the most-watched television program across all age groups in the United States.
- European Market Leader: In Australia, the UK, and major European streaming platforms, "Bluey" continues to dominate as the top-rated children's program.
- Critical Acclaim: On China's Douban platform, all three seasons maintain exceptional ratings of 9.7 or higher.
Production Excellence: Australian Craftsmanship
The series is entirely created, written, and produced in Brisbane, Australia, with financial support from the Australian government and industry organizations. BBC Studios Kids & Family holds global distribution and commercialization rights, ensuring "Bluey's" worldwide reach and development.
Katoya: The Ideal Licensing Partner
Under the agreement, Katoya will establish a specialized team covering licensing management, retail expansion, marketing, and creative development to oversee "Bluey's" merchandise licensing and promotional collaborations in mainland China starting January 2026.
As part of Fung Group, Katoya brings extensive brand licensing expertise and a robust retail network, positioning it as a strong partner for "Bluey's" success in China.
Katoya's Competitive Advantages:
- Licensing Expertise: Since 2014, Katoya has specialized in copyright management and licensing, serving as exclusive licensing agent for international brands like MATTEL and tokidoki in mainland China.
- Comprehensive Services: The company offers full-category, multi-channel licensing and co-branded marketing solutions to meet "Bluey's" diverse needs in the Chinese market.
- Retail Network: Leveraging Fung Group's global retail infrastructure, Katoya can effectively expand "Bluey's" merchandise distribution channels.
Content Strategy: Long-Term Vision
Currently, all three seasons of "Bluey" and the first season of mini-episodes are available on major Chinese streaming platforms. The franchise's first animated feature film will premiere globally in 2027, extending the IP's long-term content strategy and reinforcing its global market leadership.
Executive Perspectives: A Powerful Alliance
Suzy Raia, BBC Studios' EVP of Global Consumer Products, stated: "We're committed to establishing 'Bluey' as a premier global preschool IP. China represents significant and sustainable growth potential. Katoya's deep local retail resources, mature brand-building capabilities, and efficient execution team make them our ideal partner for scaled development in China."
SK Lee, CEO of Katoya, commented: "We're honored to partner with BBC Studios. Leveraging Fung Group's global retail network and Katoya's professional licensing expertise, we'll develop localized strategies for 'Bluey,' expanding product development, channel distribution, and cross-industry collaborations to bring this joyful and wise IP into millions of Chinese households."
About the Partners
BBC Studios
The commercial arm of the BBC, BBC Studios reported £2.1 billion revenue in FY2025, marking its fourth consecutive year with profits exceeding £200 million. Its Content Studio leads global production and distribution for flagship IPs including "Bluey," "Doctor Who," "Strictly Come Dancing," and the Planet Earth natural history series.
Ludo Studio
This award-winning Australian animation studio has earned BAFTAs, Emmys, Australian Academy Awards, and Peabody Awards, and was named among TIME's 100 Most Influential Companies of 2024. Its production excellence and innovative storytelling form the foundation of "Bluey's" success.
Partnership Highlights
- Katoya gains exclusive merchandise licensing rights for mainland China
- Dedicated professional team to manage brand licensing
- Localized strategies tailored for the Chinese market
- Comprehensive product development and distribution plans
- Feature film release in 2027 to extend IP longevity
Product Outlook
"Bluey" merchandise will span toys, apparel, home goods, stationery, food products, and more, catering to consumers across age groups. Through this partnership, Chinese families can expect high-quality, creative licensed products that capture the show's warmth and humor.