Four years ago, a family of Blue Heelers made the leap from Australia to the U.S. when BBC Studios helped Bluey launch on Disney platforms. Bluey proved to be just as successful with American audiences as it was Down Under as viewers fell in love with an animated puppy named Bluey; her younger sister Bingo; and their parents, Bandit and Chilli.
Debuting in Australia in 2018, Bluey was created and written by Joe Brumm and produced by Ludo Studio. In each episode, Bluey channels her energetic curiosity into playing all sorts of games with her family, delicately balancing humor with emotional lessons. BBC Studios has a global broadcast deal with Disney for Bluey in all territories outside Australia, New Zealand, and China, with all three seasons available on Disney+, Disney Channel, and Disney Junior.
“A core sensibility of this series is to display the importance of play,” says Suzy Raia, BBC Studios Senior Vice President of Consumer Products and Business Development, North America and Latin America. “Games and role-play are a large part of the world of Bluey. We aim to weave this storytelling through all our partnerships and consumer products.”
The series’ overarching theme of gameplay lends itself well to toys, some of which feature moments plucked straight from fan-favorite episodes. In July, master toy partner Moose Toys will launch the 2-foot-tall Hammerbarn Shopping Playset, inspired by the “Hammerbarn” episode in which Bluey and Bingo visit their local home improvement store, and the Bluey Keepy Uppy Game, an electronic bopper game inspired by Bluey’s favorite game of bopping balloons in the air to keep them from touching the ground. There are also co-branded games from Hasbro, including Monopoly Junior: Bluey Edition and Trouble: Bluey Edition.
This fall, VTech will launch Bluey’s Keytar, a musical keyboard with instrument sounds and built-in melodies. Additional launches include Bluey HugMees from Jazwares, Bluey Mash’ems from Basic Fun!, Dynacraft bicycles, and toy instruments from Kidz Toyz. Other partners include Disguise, KIDdesigns, Gemmy, Penguin Young Readers, Hallmark, DecoPac, Thermos, Accessory Innovation, Ground Up, Gap, Old Navy, Carter’s, Journeys Kidz, and BoxLunch.
The second Bluey album, Bluey: Dance Mode, was released in April, debuting at No. 1 on the Billboard Kids Albums chart in the U.S. The Bluey’s Big Play The Stage Show tour continues across the U.S. and the first performances will debut in Canada later this year.
As Bluey skyrockets in popularity, the charming Heeler family will continue to paint the town blue with products and experiences for fans of all ages.
Visit BBC Studios at Licensing Expo in booth No. N204.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
