Play Pouch Australia has announced the Bluey Play Pouch: an officially licensed collaboration with BBC Studios, featuring an exclusive illustrated play world created by Ludo Studio, designed for easier pack-away, adorable storage and more time for family play.
Opening into a generous 140 cm play mat, the Bluey™ Play Pouch invites children to step straight into Bluey’s world. From Bluey’s house to the creek, the dump and the roundabout, familiar series’ locations become the backdrop for new stories with Bluey figures, vehicles, plush toys, building blocks and favourite playthings.
When the playing ends, toys stay on the mat while the pouch gathers closed with one simple pull of the drawstring. The same product that creates a defined, easy-to-see play space becomes portable toy storage in seconds – helping little ones join in with pack-away and helping families reclaim time and calmer spaces.
Made for Bluey-inspired play and everyday family moments
The natural synergy is simple: Bluey toys already invite warm, entertaining and open-ended storytelling, while the Play Pouch gives those stories a world to unfold in. On the Play Pouch, children can revisit
places they recognise, explore the neighbourhood or invent something entirely their own – then carry it from the living room to playdates, holidays, cafés or grandparents’ houses.
“This is truly a pinch-me moment. Play Pouch began as a simple idea to create more room for play, reduce clutter and give families back precious time with an easier way to pack up and store toys. To now see it officially licensed with one of the world’s most beloved blue heeler families is incredibly special. I couldn’t be prouder to bring the magic of Bluey’s neighbourhood together with the practical joy of Play Pouch.”
Kate Campbell, Creator and Founder, Play Pouch Australia
Authentically Bluey, exclusively designed
The illustrated inner play mat was created exclusively by Ludo Studio, the Australian studio behind Bluey. It is more than character decoration: it is a purpose-built setting for the creative, family-centred play at the heart of the series. Developed in collaboration with BBC Studios, the Bluey™ Play Pouch brings globally loved storytelling together with an award-winning Australian play-and-storage solution – The Play Pouch.
“Part of the magic of Bluey is inspiring creativity and meaningful family moments wherever you are, and our collaboration with Play Pouch Australia brings that spirit to life. With the Bluey Play Pouch, families will be able to explore some of their favourite locations within the world of Bluey, bringing immersive play to life at home, on the go and everywhere in between.”
Sharon Wilson, Director of Brands & Licensing, BBC Studios ANZ
