BBC Studios aims to avoid Star Wars

BBC Studios is handling a lucrative but perilous path as it manages the global merchandise empire for the children's television phenomenon Bluey. The company holds the distribution and licensing rights for the show, which generated over 45.2 billion viewing minutes in the US in 2025. Its strategy focuses on avoiding the brand overexposure that once plagued the Star Wars franchise.

Katherine Price, head of commercial, retail & licensing at BBC Studios ANZ, oversees the brand's expansion. She states the process always begins with a single question. "For us, it always starts with whether there's an authentic connection to Bluey and the values at the heart of the show," Price said. Proposed partnerships are judged on their capacity to encourage play, creativity, and shared family moments. Each product category must earn its place with a genuine reason for the brand's involvement.

The cautionary tale of Star Wars

The source points to Star Wars as a clear warning for franchise management. After The Phantom Menace debuted in 1999, Lucasfilm aggressively licensed the brand. The resulting flood of merchandise led to widespread discounting of unsold items. By 2002, for Attack of the Clones, the company had drastically scaled back. It halved movie tie-in products and reduced licensees from about 85 to fewer than 50.

A former Lucasfilm licensing executive, Howard Roffman, later reflected on the misstep. "Last time, we really went for promotional tonnage," he told reporters. But I think that just contributed to the sense that you couldn't turn around without seeing 'Star Wars' in your face. The brand's presence became so diluted that by 2012, character Yoda was featured in advertisements for Vodafone smartphone services.

Building an authentic Bluey universe

In contrast, BBC Studios is building Bluey's product range with intentionality. The show, created by Joe Brumm and first airing on ABC Kids in October 2018, is rooted in domestic play. The current merchandise portfolio includes toys, books, clothing, games, live shows, and even a special $2 coin collection from the Royal Australian Mint.

Price highlights the partnership with Australian retailer BCF as a prime example of authentic extension. The camping chain offers more than 30 Bluey-themed products. Bluey is reflective of everyday life, and the new BCF range is inspired by fan favourite episodes 'Camping' and 'Beach', she explained. Other collaborations include Lego sets that translate the show's imaginative play into building blocks and Tonies audio figures that enable screen-free storytelling.

The balance of brand and business

The central challenge for BBC Studios is maintaining this careful balance. The Star Wars experience demonstrated to retailers the commercial and brand damage of ubiquitous licensing. Bluey's merchandise engine is already substantial, representing a billion-dollar business. The upcoming 2027 movie will likely increase demand and licensing opportunities further.

The question is whether the studio can continue its selective approach as commercial pressures grow. The goal is to ensure the Brisbane Cattle Dog, capable of selling a wide array of products, never starts selling too much. For now, the strategy remains focused on partnerships that lead back to the activities and values of the Heeler family.