Toy market news

New series of Hey Duggee in pipeline

BBC Studios and CBeebies have commissioned a fourth series of multi-award-winning hit animation Hey Duggee from Studio AKA. Duggee and The Squirrels will return for 40 brand new episodes of the much-loved show.

Hey Duggee is a fun, inclusive and educational series devised by Grant Orchard, senior director of Studio AKA, and narrated by comedian Alexander Armstrong. Each episode features members of the Squirrel Club exploring, learning and overcoming challenges to earn a new Badge from Duggee - making new friends along the way.

Since launching in 2014, Hey Duggee has become a six-time BAFTA and international Emmy award-winning hit on CBeebies and was the most-watched kids’ show on BBC iPlayer in 2020 with over 192 million requests. Additionally, Hey Duggee has over 1.2 million fans across its social channels and its official YouTube channel has over a billion lifetime views.

Hey Duggee has an impressive footprint in over 150 countries with its global popularity spawning numerous licensing agreements, including Golden Bear as UK master toy partner and Penguin Books publishing under their Ladybird imprint. Recently BBC Studios secured agreements in Spain with Ypislon as licensing agent and Bizak as master toy partner, marking further growth in Western Europe.

Last year, France TV was signed as the French licensing agent for Hey Duggee and product now available in the region includes: toys from master toy Lansay; plush toys, furniture and melamine courtesy of licensee Jemini; puzzles and early learning games from Ravensburger; magazines by Milan; and books by Hachette.

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