El Segundo toymaker Mattel struck a multi-year deal with BBC Studios to bring Bluey to five of its biggest brands. The announcement Tuesday, Sept. 15 means Bluey characters are coming to Barbie, Hot Wheels, Fisher-Price, Polly Pocket and UNO.

The first products hit shelves in fall 2026. The lineup includes Little People figures of Bluey, Bingo, Bandit and Chilli, Barbie Cutie Reveal dolls dressed as Bluey and Bingo, Polly Pocket compact playsets, Hot Wheels vehicles and UNO card games.

The partnership taps a franchise with massive reach. Bluey ranked as the No. 1 most-streamed title in the United States in 2025 for the second straight year, logging 45.2 billion minutes viewed according to Nielsen data cited in a BBC Studios release. The animated series also held the top preschool toy spot in the country that year.

Nick Karamanos, head of entertainment partnerships at Mattel, said the deal fits both brands. "We're bringing Bluey, Bingo, and their family and friends to brands fans already know and love, inviting families to create new stories, adventures, and memories together," Karamanos said in the announcement.

Karamanos has spent 22 years at Mattel's El Segundo campus, working across all five of the company's major product departments. In an Aug. 22 tour of the facility with El País, he described the company's design philosophy: "Our number one rule is that we have to be true to [each] brand."

Suzy Raia, executive vice president of global consumer products at BBC Studios, called Mattel "an ideal partner" to bring the show's spirit of creative play to new products.

The deal is a licensing collaboration, not a master toy arrangement. Moose Toys separately renewed its own global master toy partnership with BBC Studios for Bluey earlier in 2026.

Bluey follows a blue heeler dog, her parents and her sister Bingo. Created by Joe Brumm and produced by Australia's Ludo Studio, the Emmy Award-winning series is jointly commissioned by ABC Children's and BBC Studios Kids & Family.

The agreement also arrives ahead of a major milestone for the franchise. The Bluey Movie, the series' first feature film, is set to open in theaters Aug. 6, 2027. Written and directed by Brumm, the film will be distributed by Walt Disney Studios, with BBC Studios financing and licensing the picture.

No specific retail date or store list for the Mattel products was disclosed. Financial terms of the deal were not released.