BBC Studios appointed Hakuhodo Inc. as the new master licensing agency for Bluey in Japan, formalizing a partnership that will drive commercial collaborations and l brand-building moments.

Under this new licensing agreement, Hakuhodo will work with local partners to drive the strategic expansion of the licensing program for Bluey and bring the brand to life for fans across a wide range of categories including local toys, lifestyle products, apparel and accessories, homeware, live events and more.

The official appointment builds on a range of projects in the market. Bluey has already expanded its licensing program across a wide range of product categories, including capsule toys, apparel, lunch ware, and amusement prizes with industry-leading partners.

Last year’s “Bluey in Cinema” event has led to the second iteration of this year’s “Bluey in Cinema: The Sign” screening event, which kicked June 12 with an expanded list of theatres across Japan.

“We’ve seen incredible momentum for Bluey in Japan over the past year, with a passionate and rapidly growing fan base embracing the brands across generations. We are thrilled to have a partner like Hakuhodo, who shares our vision and enthusiasm of bringing Bluey to life through locally relevant products and experiences that have resonated strongly with Japanese fans,” said Suzy Raia, EVP for Global Consumer Products at BBC Studios. “Together, we’re excited to build on this success and unlock even more new opportunities to connect more families with the joy, humour and heart of the Bluey brand.

A representative from Hakuhodo Inc. said: “Bluey is a globally beloved brand that celebrates family, friendship and the power of play, inspiring children to explore their imagination, creativity, and emotional development. Through this partnership, Hakuhodo will go beyond products licensing to deliver exceptional brand experiences to fans by leveraging its people-first mindset and extensive network of corporate partners, working closely with businesses and local communities.”

The Bluey property has more than 500 licensees globally and is set release the first feature-length movie on August 6.