BBC Studios has promoted Bluey’s LatAm licensing director Murilo Hinojosa to VP of consumer products and commercial partnerships in the region.

Hinojosa’s expanded remit now includes developing and executing licensing programs for other Beeb brands, including 2D-animated preschool series Hey Duggee, sci-fi phenom Doctor Who and BBC Earth.

Hinojosa is based in the UK and will continue to report to Suzy Raia (SVP of consumer products and business development). During his two-year tenure as Bluey’s licensing director in LatAm and Mexico (2022 to 2024), Hinojosa signed more than 50 licensing deals for the blue heeler pup and secured local licensing agents for the brand in Brazil, Chile, Colombia and Argentina.

Prior to joining BBC Studios, Hinojosa managed consumer products programs for Peppa Pig and PJ Masks as VP of licensing for Hasbro and eOne. And he also previously served in senior licensing roles at Discovery Communications, Exim Licensing Group (overseeing Nickelodeon, Universal and Pokémon) and ITC Licensing (overseeing Marvel, Peanuts and Garfield).