Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom

Mattel and BBC Studios Expand the World of Bluey Through Multi-Brand Global Licensing Partnership

EL SEGUNDO, Calif.--(BUSINESS WIRE)--Sep 15, 2026-

Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom

The multi-year licensing partnership with BBC Studios brings Bluey to Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO.

Bluey and Mattel Expand Partnership in Deal that Includes Barbie, Hot Wheels, and More

Bluey is a cultural phenomenon. It's impossible to understate just how big Bluey, Bingo, and their family have become in millions of households around the world. Bluey is also big business for Disney, and any company that gets involved with it. It's no wonder that Mattel is expanding its Bluey...

Mattel and BBC Studios Expand Bluey Licensing Partnership

The multiyear global partnership brings the Heelers to Barbie, Hot Wheels, Fisher-Price, Polly Pocket, and UNO, with products launching this fall.

Bluey is coming to Barbie, Hot Wheels, UNO and more Mattel brands

Mattel and BBC Studios are bringing Bluey to five major Mattel brands, including Barbie, Hot Wheels, Little People, Polly Pocket and UNO, beginning in fall 2026.