One of preschool’s biggest stars is preparing for its next international adventure.
As Bluey continues growing into a global family entertainment phenomenon, BBC Studios has announced a major new step in the brand’s expansion by appointing Hakuhodo as its master licensing agency in Japan, opening the door for an even wider range of products, experiences and collaborations across the country.
The partnership will see Hakuhodo oversee the continued growth of Bluey throughout Japan, expanding the beloved series into categories including toys, apparel, lifestyle products, home goods, live experiences and more while working alongside local partners to create experiences tailored specifically for Japanese families.
The move feels especially significant given Japan’s long-standing appreciation for character-driven entertainment. From beloved mascots and collectible merchandise to capsule toys, stationery and everyday lifestyle products, character culture has become a defining part of daily life throughout the country. That same creativity has also influenced children’s entertainment around the world, inspiring generations of creators and shaping how audiences engage with their favorite characters far beyond the television screen.
For Bluey, that makes Japan a natural fit.
Built around imagination, kindness, family and playful storytelling, the Australian preschool sensation has already found a growing audience across the country through products including capsule toys, apparel, lunchware and amusement prizes. This new partnership signals that the journey is only just beginning.
The announcement also reflects Bluey’s remarkable evolution into one of the world’s most successful preschool brands. What began as an animated series has expanded into books, toys, music, live stage productions, video games and lifestyle collections, with more than 500 licensing partners helping bring Bluey and Bingo into the everyday lives of families across the globe.
It also arrives as anticipation continues building toward The Bluey Movie, which premieres in theaters on Aug. 6, 2027. As that countdown continues, expanding into key international markets ensures even more families can discover the Heeler family before their biggest adventure yet arrives on the big screen.
As children’s entertainment becomes increasingly global, Bluey continues proving that stories rooted in family, imagination and play can resonate across cultures. And in a country celebrated for embracing beloved characters as part of everyday life, Bluey may have found another perfect place to call home.