Disguise and BBC Studios Extend Partnership for Bluey Costume Line Across North America
JAKKS Pacific's costume division Disguise has extended its licensing partnership with BBC Studios for the Bluey costume line in North America. The agreement covers fall 2025 season with new styles and expanded distribution. Bluey, produced by Ludo Studio, was 2024's #1 most-watched streaming series in the U.S., with 7.3 billion views on its official YouTube channel.
The costume collection, which has shown strong retail performance both in-store and online, includes offerings for both children and adults, making it a family-wide dress-up experience. The line is available through major retailers, specialty stores, and online platforms, demonstrating Disguise's leadership in the preschool costume category.
La divisione costumi di JAKKS Pacific, Disguise, ha esteso la sua partnership di licenza con BBC Studios per la linea di costumi di Bluey in Nord America. L'accordo copre la stagione autunnale del 2025 con nuovi stili e una distribuzione ampliata. Bluey, prodotto da Ludo Studio, è stata la serie di streaming più vista negli Stati Uniti nel 2024, con 7,3 miliardi di visualizzazioni sul suo canale ufficiale YouTube.
La collezione di costumi, che ha mostrato forti performance al dettaglio sia in negozio che online, include offerte sia per bambini che per adulti, rendendola un'esperienza di travestimento per tutta la famiglia. La linea è disponibile attraverso i principali rivenditori, negozi specializzati e piattaforme online, dimostrando la leadership di Disguise nella categoria dei costumi per la prima infanzia.
La división de disfraces de JAKKS Pacific, Disguise, ha ampliado su asociación de licencia con BBC Studios para la línea de disfraces de Bluey en América del Norte. El acuerdo cubre la temporada de otoño de 2025 con nuevos estilos y una distribución ampliada. Bluey, producido por Ludo Studio, fue la serie de streaming más vista en EE. UU. en 2024, con 7.3 mil millones de vistas en su canal oficial de YouTube.
La colección de disfraces, que ha mostrado un fuerte rendimiento en retail tanto en tiendas como en línea, incluye opciones para niños y adultos, convirtiéndola en una experiencia de disfraces para toda la familia. La línea está disponible a través de los principales minoristas, tiendas especializadas y plataformas en línea, demostrando el liderazgo de Disguise en la categoría de disfraces para niños en edad preescolar.
JAKKS Pacific의 의상 부서인 Disguise는 북미에서 Bluey 의상 라인에 대한 BBC Studios와의 라이센스 파트너십을 연장했습니다. 이 계약은 2025년 가을 시즌을 포함하며 새로운 스타일과 확장된 유통망을 포함합니다. Bluey는 Ludo Studio에서 제작되었으며, 2024년 미국에서 가장 많이 시청된 스트리밍 시리즈로, 공식 YouTube 채널에서 73억 뷰를 기록했습니다.
이 의상 컬렉션은 매장과 온라인 모두에서 강력한 소매 성과를 보였으며, 어린이와 성인을 위한 제품을 포함하여 가족 모두가 즐길 수 있는 변신 경험을 제공합니다. 이 라인은 주요 소매업체, 전문 매장 및 온라인 플랫폼을 통해 제공되며, Disguise의 유아 의상 카테고리에서의 리더십을 보여줍니다.
La division costumes de JAKKS Pacific, Disguise, a prolongé son partenariat de licence avec BBC Studios pour la gamme de costumes Bluey en Amérique du Nord. L'accord couvre la saison automne 2025 avec de nouveaux styles et une distribution élargie. Bluey, produit par Ludo Studio, a été la série de streaming la plus regardée aux États-Unis en 2024, avec 7,3 milliards de vues sur sa chaîne YouTube officielle.
La collection de costumes, qui a montré de solides performances de vente au détail tant en magasin qu'en ligne, comprend des offres pour les enfants et les adultes, en faisant une expérience de déguisement pour toute la famille. La ligne est disponible par le biais de grands détaillants, de magasins spécialisés et de plateformes en ligne, démontrant le leadership de Disguise dans la catégorie des costumes pour la petite enfance.
Die Kostümabteilung von JAKKS Pacific, Disguise, hat ihre Lizenzpartnerschaft mit BBC Studios für die Bluey-Kostüme in Nordamerika verlängert. Die Vereinbarung umfasst die Herbstsaison 2025 mit neuen Stilen und erweiterter Distribution. Bluey, produziert von Ludo Studio, war 2024 die meistgesehene Streaming-Serie in den USA mit 7,3 Milliarden Aufrufen auf ihrem offiziellen YouTube-Kanal.
Die Kostümkollektion, die sowohl im Einzelhandel als auch online starke Verkaufszahlen gezeigt hat, umfasst Angebote für Kinder und Erwachsene und bietet somit ein Verkleidungserlebnis für die ganze Familie. Die Linie ist über große Einzelhändler, Fachgeschäfte und Online-Plattformen erhältlich und demonstriert Disguises Führungsposition in der Kategorie der Vorschul-Kostüme.
- Extended licensing agreement for highly successful Bluey costume line
- Bluey ranked #1 most-watched streaming series in U.S. (2024)
- Strong retail performance in both physical stores and online
- Expanded distribution channels across North America
- None.
Insights
The extension of JAKKS Pacific's Bluey licensing agreement through its Disguise division represents a strategic win in the competitive character licensing landscape. Bluey's impressive metrics as 2024's #1 streaming series with 7.3 billion YouTube views demonstrate exceptional brand strength that translates directly to merchandise appeal.
Particularly noteworthy is the expansion to adult costumes, effectively transforming this from a children's property into a family-wide product line that substantially increases the addressable market. This cross-generational appeal is the holy grail in character licensing, allowing JAKKS to maximize revenue per household rather than limiting sales to one child-sized costume.
The timing of this announcement ahead of fall 2025 preparation provides JAKKS crucial runway for product development, manufacturing, and retail placement during the critical Halloween selling season when costume divisions typically generate their highest margins and volume. The continued relationship with BBC Studios also suggests the previous agreement yielded satisfactory performance for both parties.
In the character licensing business, maintaining access to top-tier properties represents a significant competitive advantage. With retail shelf space for costumes being highly competitive and seasonal, securing a proven performer like Bluey enables more favorable retailer negotiations and potential premium positioning.
JAKKS' extension of the Bluey costume license reinforces a strong position in the profitable seasonal costume category. The "tremendous retail performance" cited indicates these products likely enjoy both strong sell-through rates and potentially more favorable margins than generic costume offerings.
What's particularly valuable is the expanded distribution mentioned in the announcement. This suggests Disguise has secured broader retail placement, potentially moving beyond specialty costume retailers into mass market channels where volume opportunities are substantially higher. The established performance history makes retailers more willing to allocate precious seasonal floor space to these items.
The dual-channel strength ("both physical stores and online") is especially important in today's retail landscape where many seasonal products fail to translate across shopping environments. Online costume sales have grown significantly, offering extended selling seasons beyond traditional brick-and-mortar timing constraints.
Disguise's referenced "leadership in the preschool costume category" highlights their specialized market position. Preschool-focused properties tend to generate higher parent approval and spending compared to properties targeting older children, typically commanding premium pricing. The multi-year continuity of this license enables JAKKS to refine designs, optimize production, and build deeper retail partnerships rather than constantly chasing new properties with unproven commercial potential.
POWAY, Calif., April 07, 2025 (GLOBE NEWSWIRE) -- Disguise, Inc., the costume division of leading toy and consumer products company JAKKS Pacific, Inc. (NASDAQ: JAKK), and BBC Studios has extended their licensing partnership for the highly successful Bluey costume line in North America. Disguise is gearing up for the fall 2025 season with new styles and expanded distribution for high-quality Bluey costumes and accessories, ensuring fans of all ages can continue celebrating their favorite characters whether for Halloween, themed events, or everyday dress-up fun.
Bluey—produced by the multi-Emmy® Award-winning Ludo Studio—has captured the hearts of millions worldwide. The series follows Bluey, a lovable and inexhaustible blue heeler dog who lives with her Mum, Dad, and little sister, Bingo. Bluey was 2024’s #1 most-watched series on streaming in the U.S.,* available on Disney+, and has an impressive 7.3 billion views on its official Bluey YouTube channel.
“Bluey consistently ranks among our most in-demand costume lines,” said Tara Cortner, President and GM of Disguise. “We’ve witnessed incredible enthusiasm from both kids and parents, and with the addition of adult costume offerings, Bluey has evolved into an exciting family-wide dress-up experience. We are thrilled to extend our collaboration with BBC Studios and continue growing this beloved line.”
“Disguise has been a great partner and instrumental in bringing our beloved Bluey characters to life through costumes and accessories,” said Suzy Raia, SVP Global Consumer Products, BBC Studios. “The new offerings capture the personalities of the characters and enable fans – kiddos and grown-ups – to more fully immerse themselves in Bluey’s world and create their own fun-filled adventures.”
With Bluey’s extraordinary success and ever-expanding fan base, Disguise’s costume collection has seen tremendous retail performance in both physical stores and online. The line continues to be a top-selling favorite among families, showing Disguise’s leadership in the preschool costume category. Disguise’s Bluey costume collection is currently available for fans at major retailers, specialty stores, and online platforms
Source: Nielsen
About JAKKS Pacific, Inc.:
JAKKS Pacific, Inc. is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. JAKKS Pacific’s popular proprietary brands include: AirTitans®, Disguise®, Fly Wheels®, JAKKS Wild Games®, Moose Mountain®, Maui®, Perfectly Cute®, ReDo® Skateboard Co., Sky Ball®, SportsZone™, Xtreme Power Dozer®, WeeeDo®, and Wild Manes™ as well as a wide range of entertainment-inspired products featuring premier licensed properties. Through our products and our charitable donations, JAKKS is helping to make a positive impact on the lives of children. Visit us at www.jakks.com and follow us on Instagram (@jakkspacific.toys), Twitter (@jakkstoys) and Facebook (@jakkspacific.toys).
©2025 JAKKS Pacific, Inc. All rights reserved
About Disguise Inc.
Since 1987, Disguise has been a global leader in the dress up and roleplay industry creating innovative and trend setting costumes and accessories. Based in San Diego, Disguise produces costumes and accessories under many of the world’s leading licensed brands, as well as its own proprietary brands for the world’s largest retailers including specialty, party and pop-up stores. Disguise designs and manufactures millions of costumes each year bringing smiles and creating memories for kids and adults alike. To see Disguise’s extensive licensed dress up collection, please visit www.disguise.com and follow us on Instagram (@disguise.costumes), X (@DisguiseInc) and Facebook (Disguise Costumes).
About Bluey™
The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.
Bluey is produced by Ludo Studio for ABC KIDS (Australia) and co-commissioned by ABC Children’s and BBC Studios Kids & Family. Financed in association with Screen Australia, Bluey is proudly
The series airs and streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Jr. and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television. In Australia, the show is broadcast on ABC.
About Ludo Studio
Ludo Studio is a BAFTA, multi-Emmy®, Logie and Peabody award-winning Australian studio and one of TIME’s Most Influential Companies of 2024, that creates and produces original scripted drama, animation and digital stories that are authored by incredible local talent, distributed globally and loved by audiences everywhere. Ludostudio.com.au
About BBC Studios Brands & Licensing
The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. Partnering our iconic brands - including Doctor Who and Bluey - with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Digital drives over 1 billion views per month, offering advertising and branded content opportunities. Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/bae105f1-0daf-48f1-a17b-c907cde39b5d
Media Contact: Whitney Hatfield PR@JAKKS.net
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