Hit animated series inspires apparel ranges due at retail in early 2027

Independent licensing company Bulldog Licensing, which manages licensing and merchandising in the UK and Ireland for the new preschool 52 x 11’ animated TV show BeddyByes, has announced the first two licenses for the visually rich and uniquely tactile series that supports positive sleep routines to help young children get ready for sleep.

Aykroyds & TDP Licensing and Blues Group Limited will both be supplying apparel – daywear, underwear and, of course, nightwear – for young fans of the show. Designs will be inspired by the colourful but soothing landscape and delightful characters that have entranced young viewers since the show’s launch on CBeebies in June and BBC iPlayer in late May 2025.

Both ranges will arrive in SS27 at supermarkets and major stores, as well as online. Availability will follow the launch of plush toys from master toy licensee Moose Toys.

The deal was made on behalf of Blue Ant Rights, the show’s global media distributor and consumer products brand manager.

Both TDP and Aykroyd and Sons are leading names in character licensing in the UK apparel market, supplying globally recognised licensed clothing to all of the UK’s best-known retailers.

Blues Group are a well-established UK apparel supplier across baby, daywear and nightwear for kids/adults. Their business designs and manufactures garments across all age demographics to deliver innovative cross category ranges.

Designed to soothe and calm children during the crucial pre-naptime and bedtime periods, BeddyByes is one of the few shows in recent years that directly addresses the challenges of getting little ones to settle down. The series underscores the importance of establishing a routine for children to wind down, from PlayTime, YummyTime, BrushyTime, and BathTime to StoryTime and, finally, BeddyByes.

The series is the creation of JAM Media, the successful Dublin-based, multi-award-winning producers of animated and live action content for preschool and children’s audiences. Each episode features a different theme, with an engaging but gently paced storyline.

The series follows the charming characters MeMo and BaBa through their own daily routine on Planet BeddyByes. They interact with welcoming friends in a colourful but soothing landscape on their calming journey towards sleep, preceded, of course, by a bedtime story from show narrator Gramma Leeba (voiced by the iconic Dawn French).

BeddyByes was commissioned by BBC Children’s and education and quickly secured a prime slot during the CBeebies Bedtime Block, where it can be seen every day at 6.10pm, as well as being available on BBC iPlayer. Ireland’s RTE (the show’s co-producer) and public broadcasters DR of Denmark, YLE Finland, and SVT Sweden have already signed up to broadcast the series alongside Disney who will carry the brand on their channels globally outside the UK. Other linear TV platforms to be announced shortly.

Blue Ant Rights, part of Toronto-based Blue Ant Media, a global award-winning, full-service multiplatform production, distribution and rights management company, is maximising the licensing potential of the series, with global toy and publishing opportunities.

For the UK and Ireland markets, Bulldog is expecting strong demand from children, parents, grandparents and caregivers. Early categories targeted will include toys and publishing, bedding, bathtime products, personal care, sleep aids. and, of course, apparel.

Richard Goldsmith, Executive Vice President of Kids & Family Sales and Brands at Blue Ant Media, says: “BeddyByes is all about heart, humour and fun, supported by memorable imagery and superb design. These elements have inspired some of the UK’s best-known licensed apparel companies to design some marvellous, and very desirable, apparel ranges that catch the spirit and message of the show – and that are also, of course, delightful to wear.”

Laury Howat, Retail Licensing Manager at Bulldog Licensing, says: “It’s entirely appropriate that BeddyByes has made a strong early impact in the apparel market. Its gorgeous design, colourful and likeable characters, and charming stories have inspired engaging and memorable apparel designs perfect for MeMo and BaBa’s very young fans. With the show already a TV and streaming hit, we anticipate a strong consumer response to these wonderful offerings.”

Lucy Sowamber joins team; Rocio Fernandez is new Creative Project Manager

Bulldog Licensing, one of the leading agencies in Europe, working with many of the world’s leading brand owners to develop merchandise programmes ready for the international and domestic licensing markets, has announced an important new appointment and a major internal promotion.

These significant improvements to the Bulldog team’s structure are designed to help position the company to address the needs of a fast-changing licensing market even more effectively.

Lucy Sowamber has joined Bulldog as Licensing Approvals Co-ordinator. In her new role she will be supporting product approvals, creative asset management, trade shows and administrative functions.

Lucy studied animation at De Montfort University, where she not only developed a creative background in 3D, motion and visual design but became a 3D animation specialist whose animation work was featured at two film festivals. She also gained experience in restaurant operations while at university and as a graphic design intern immediately after graduating.

She is now bringing this creative mindset and keen eye for detail to supporting presentation visuals, marketing materials, and trade show artwork in the fast-paced, dynamic environment of modern licensing in which Bulldog is a recognised leader.

Rocio Fernandez has been promoted to the key role of Creative Project Manager at Bulldog, where she now leads product development approvals, oversees creative execution, and manages cross-functional teams to deliver licensed product launches.

An important member of the Bulldog team for over four years, Rocio works closely with stakeholders and internal teams to ensure alignment across design, compliance and timelines. She was nominated as a Rising Star at the 2022 Brands Untapped 100 Creatives and the 2025 UK Licensing Awards. Her educational background includes a degree in journalism with a focus on digital marketing.

Both the appointment and the promotion, effective from the start of 2026, will support Bulldog’s continuing growth and portfolio diversification in a highly competitive market.

Lucy Sowamber says: “Bulldog’s excellent reputation and contacts throughout the world of retailing and licensing makes it the perfect place to build a career in an industry in which it is known and respected. It is both a delight and a privilege to get my introduction to licensing with such a highly regarded company.”

Rocio says: “Bulldog has given me an amazing grounding in licensing and has been a wonderful place to work and learn. This promotion gives me the opportunity to use my experience to make Bulldog an even more prominent force in the licensing industry. I’m looking forward to it immensely.”

Bulldog MD Rob Corney adds: “Bulldog’s continuing strength in a highly competitive market has always been down to the skills of its staff – and that means choosing the right people. Lucy’s passion for storytelling and visual design, along with her proven creativity, will be major assets to this company; we’re already delighted with her work. Rocio has established herself as a key player not just in Bulldog but in the licensing world where she is well known and highly respected. Her promotion is well deserved.”