In a bold move to capitalize on the unprecedented success of Bluey, one of the world’s top children’s TV programme, the BBC has announced plans to transform the beloved cartoon into an all-encompassing “lifestyle brand” targeting audiences of all ages. The Emmy-winning series, centered around a lovable blue heeler dog and her family, has captured hearts worldwide since its debut in 2018, and the BBC is now poised to elevate its cultural footprint even further.
Produced by Ludo Studio in Australia, Bluey has transcended its preschool origins to become a global phenomenon, dominating television ratings and retail markets alike. In 2024, the show was the most-watched program across all genres in the United States, a testament to its universal appeal. Its music has also struck a chord, amassing over 1 billion streams, while its official social media channels boast more than 21 million subscribers and 13 billion lifetime views. Notably, the show’s TikTok account gained a million subscribers in just seven months, drawing in not only young children but also teens and young adults.
The commercial success of Bluey has been staggering. BBC Studios reported a record £2.16 billion in sales from commercial operations last year, driven largely by Bluey-themed merchandise. From traditional items like lunch boxes, pyjamas, books, and toys to more unique offerings such as paddling pools, tents, and hot water bottles, the Bluey brand has become a retail juggernaut. Suzy Raia, head of global consumer products at BBC Studios, revealed to The Guardian that the company’s global consumer division generated approximately $3.6 billion (£2.7 billion) in retail sales across its portfolio, with Bluey accounting for a significant portion of that figure.
Raia emphasized the BBC’s vision to make Bluey a “generation-defining brand” for both children and families. “We want to be No 1 in preschool, which we’re well on our way to achieving,” she said. “We have so much more to do in terms of growing in the adult space and thinking about what those adult purchasers are open to.” This expansion includes exploring new avenues for adult fans, who have embraced Bluey for its heartfelt storytelling and relatable themes of family and play.
The Bluey franchise is already branching out beyond the small screen. In Queensland, Australia, fans can experience Bluey’s World, an immersive theatre production that brings the show’s vibrant universe to life. Looking ahead, Bluey is set to make its cinematic debut in 2027 with Bluey the Movie, a joint production by BBC Studios and Disney. The film, written and directed by series creator Joe Brumm, will follow Bluey, her parents, and her little sister, Bingo, on a new adventure. The voice cast will feature series regulars, including Melanie Zanetti and David McCormack, ensuring continuity for fans.
The BBC’s strategy to transform Bluey into a lifestyle brand reflects the show’s unique ability to resonate across generations. Its blend of humor, emotional depth, and authentic portrayal of family life has made it a cultural touchstone, appealing to parents as much as their children. As Raia noted, the rapid growth of Bluey’s online presence has revealed a diverse fanbase, including young adults and teens who connect with the show’s universal themes.
With its upcoming film, expanding merchandise lines, and growing digital footprint, Bluey is poised to redefine what a children’s show can achieve. The BBC’s ambitious plans signal a new chapter for the blue heeler and her family, one that promises to bring joy to fans of all ages for years to come.
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