Immediate launches multi-territory licensing agreement for Bluey Magazine

Wednesday 27 March 2024

Immediate Media Co, the UK’s number one children’s publisher, has announced a multi-territory licensing agreement for Bluey Magazine. The agreement, with Blue Ocean, will see Bluey Magazine launch as a bi-monthly offering in Germany, Spain, Portugal, and Poland, strengthening Immediate’s extensive children’s portfolio to include 12 territories in the coming year.

This builds on existing agreements in Australia, New Zealand, Sweden, Denmark, Italy, Greece, and France, building on the popularity of the Bluey TV show and the widespread distribution of its ancillary toy line in each respective market.

With 12 licence agreements in place, Bluey Magazine is now Immediate’s second most successful international licenced brand, after Top Gear Magazine, the biggest multi-platform car magazine globally. Immediate launched the UK edition of Bluey in August 2021, now on its 26th issue, it has a circulation of 37,000, growing its market share from 2.8% to 4.4%. It’s the only title in the top 20 preschool market to grow both volume and revenue year-on-year.

Bluey Magazine is packed with different ways for young readers to explore activities independently, such drawing, colouring, imagining, creating and more. In every territory, each magazine includes a sticker sheet, and collectable covermount gifts.

“We’re delighted to bring Bluey Magazine to new audiences in Germany, Spain, Portugal and Poland – it’s packed with different ways for young readers to explore activities independently and this expansion is a testament to our strong licensing agreements and our dedication to building successful, enduring brands that resonate with families worldwide. Through it all, we’re dedicated to keeping the true essence of the Bluey brand intact.”
Richard Bentley, Head of Syndication & Youth and Children’s Licensing 

The Bluey television series, produced by Ludo Studio and jointly commissioned by BBC Studios and ABC Children’s, has won the hearts of kids and parents around the world since it first launched in Australia in 2018. The show is broadcast more than 60 countries, including the United States, the UK and China and the audience demand for Bluey is 26.8 times the demand of the average TV series in the United Kingdom, according to Parrot Analytics.