Bluey Tonies Brings BBC Studios Deal to 12 Million Tonieboxes
bluey tonies arrives on the Toniebox for the first time after tonies announced a partnership with Studios on 17 June 2026. The rollout starts in summer 2026 and extends a title that already reaches more than 12 million Tonieboxes in homes worldwide.
Tobias Wann on Bluey demand
Tobias Wann said families had asked for Bluey on the Toniebox for years and that tonies was proud to bring it to life. “At tonies, we’re listening to our audience and responding to what excites them. Few brands capture family connection and playful storytelling quite like Bluey. For years, families around the world have asked for Bluey on the Toniebox, and we are incredibly proud to bring this beloved world to life in a way that feels uniquely tonies. This partnership is another powerful example of why many of the world’s leading family brands trust tonies to thoughtfully extend the stories fans already love.”
That gives tonies a fresh family title built around one of the world’s most beloved TV series, and it keeps the company’s pitch centered on audio-led play rather than a straight screen-to-shelf adaptation. For parents already using the Toniebox, the draw is not just a new character set but a broader catalog arriving in the same device they already own.
Bluey, Bingo and Muffin
Bluey, Bingo and Muffin will debut as Classic Tonies figurines in North America, DACH, the UK, France and New Zealand. The launch also includes an exclusive Bluey Tonieplay experience developed in-house by tonies’ studio and adapted directly from fan-favourite moments from the series.
Suzy Raia said the collaboration was built around active play. “Bluey has always encouraged children to jump into play and tonies brings that spirit to life in a truly special way. We are especially excited by Tonieplay and how it invites families to actively take part in the stories they love. Together, we’re thoughtfully expanding the Bluey universe through immersive storytelling and play in ways that feel authentic, playful, and true to the heart of the brand.”
June through October rollout
June through October sets the release window across North America, DACH, the UK, France, Australia and New Zealand, with themed accessories joining the figurines and Tonieplay release. Bluey Listen and Play bags and a Bluey Toniebox 2 sleeve will be available across all markets, while the collaboration begins launching from summer 2026.
Ginny McCormick framed the design approach around how children use the platform. “At tonies, we’ve spent more than a decade building expertise in how children naturally listen, imagine and play. That means every experience starts ears-first and every creative choice begins with protecting what families already love about a brand.”
For tonies, the deal looks less like a one-off character drop and more like a test of how far its family storytelling model can travel when one of its biggest global children’s brands enters the mix. For buyers, the practical question is simple: the first Bluey products arrive from summer 2026, and the rollout reaches multiple regions over the following months rather than landing all at once.
