Bluey Joins Toniebox in First Tonies–BBC Studios Deal
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- Tonies is launching its first Bluey collection through a new partnership with BBC Studios, bringing the preschool series onto its screen-free Toniebox audio platform for the first time
- The launch lineup includes three Tonies figures — Bluey, Bingo, and Muffin — that unlock stories, music, and character moments when placed on the Toniebox player
- The collaboration introduces a Tonieplay game with 100+ interactive moments from the show, including 'Keepy Uppy,' 'Dance Mode,' and the 'Magic Xylophone,' plus Bluey-branded sleeves and carry bags
- The collection is available for pre-order today at Tonies.com and Target, with full retail release scheduled for July 19
- Tonie CEO Tobias Wann said the company has been fielding requests from families for years to bring Bluey to Toniebox, framing the launch as a response to audience demand
- The Bluey drop is part of Tonies' broader licensed expansion, which has recently added new Disney Cuddle Tonies and a Tonieplay Hasbro collection to its character audio lineup
Why it matters: Tonies is converting one of the most requested preschool IP additions into a physical product line just as the company accelerates its licensed-portfolio strategy with Disney and Hasbro, giving Bluey fans a screen-free extension of the brand and giving Tonies a marquee family property to anchor its July sales window.
