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UK merchandising drive launches for Blue’s Clues & You

Partners on board include Kid Designs, Kimm & Miller, Imagine8, Fashion UK, Character World, Amscan, Egmont and Signature Gifts.

ViacomCBS Consumer Products has confirmed a raft of new UK partners for Blue’s Clues & You.

The news – revealed by Venetia Davie, vp at VCP UK and Ireland, during Festival of Licensing – follows on from the partnership with Just Play, which will be the property’s master toy partner.

Additional partners for the preschool brand include Kid Designs for consumer electronics; Imagine8 on accessories and Kimm & Miller for novelty food gifting.

Fashion UK – which also partners with VCP for PAW Patrol: The Movie – will cover daywear, while Character World will focus on bedding and Amscan on costume and dress-up. In the publishing space, Egmont has acquired the UK rights for Blue’s Clues & You! themed magazines and Signature Gifts on personalised books.

Products will begin to hit shelves from July 2021.

Since launching in April this year in the UK, Blue’s Clues & You has quickly become a key driver for Nick Jr. – since launch, it ranks as the number show on the channel.

“It’s indicative of the huge popularity of Blue’s Clues & You that toys and products have been in such overwhelming demand since the series relaunched earlier this year,” commented Venetia. “It’s fantastic that Just Play is on board as master toy licensee, and I cannot wait to see how they, together with our other partners, turn Blue and her universe into toys and playthings for this next generation to enjoy.”

Blue’s Clues & You will be launching this month on Channel 5’s Milkshake with a second season heading to Nick Jr. in November and a third season already greenlit for 2021.

The property is also available in different formats, including a dedicated YouTube channel which received over 98 million global views between March and July this year alone, plus the Storytime with Josh & Blue podcast which launched this summer on Spotify, reaching over 100k people in just three weeks.

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