Produced under one roof in Brisbane by Australian production company, Ludo Studio, Bluey is becoming one of Australia’s most popular children’s brands. Following the successful launch of Bluey products in November 2019, BBC Studios has secured a number of exciting deals and major partnerships. The brand has also won awards in both publishing and toy industries, highlighting its mass appeal.
A smash hit with families, Bluey continues to hold the coveted position of the most watched program ever on ABC iview*, with over 261 million program plays for Series 1, and Series 2 already amassing 43 million program plays since launching in March 2020**. Bluey is also enjoying success in its second window on CBeebies ANZ, with the pre-school channel picking up Series 1 in May 2020.
Following a global distribution deal (excluding Australia, New Zealand and Greater China) between BBC Studios and Disney in 2019, Bluey is also winning the hearts of international viewers across the US, UK, Europe, Latin America and other territories. The series also received critical acclaim, winning an International Kids Emmy Award in the pre-school category in March.
In publishing, Bluey was recognised by the Australian Book Industry Awards (ABIAs) in May, with Bluey: The Beach winning ‘Book of the Year’. It was the first time a children’s picture book had won this prestigious award and highlighted how strongly Bluey has resonated with Australian readers and booksellers. In June, publisher Penguin Random House ANZ announced Bluey books had reached one million copies sold, with an incredible eight Bluey books in the Top 20 books on Bookscan.
Toys are also proving to be hugely popular and BBC Studios was thrilled to accept ‘Pre-school Licence of the Year’ for Bluey at the Australian Toy Association (ATA) Awards in March, an incredible achievement as Bluey toys had only been in the market for four months. Global toy partner Moose Toys continues to delight fans with exciting additions to the range, including plush, figurines, playsets and games, as well as a range of children’s homewares, available across mass retailers and selected toy stores. The toys have now landed in the U.S. after Moose Toys and BBC Studios launched the eagerly awaited toy range in June.
Bluey toys featured prominently across a number of Australian major retailor catalogues, including Big W’s annual toy sale, Toy Mania, with numerous media outlets listing Bluey among the sale’s top brands. Proving to be hugely popular among fans are the Heeler Family 4WD (available now at mass retailers) and the Heeler Family Home (available at mass retailers from September). Compatible with all the Bluey figurines, these toys let kids unleash their imagination and bring the antics from the show into their own world.
Dropping into retailers from July is the Bluey and Bandit Skateboarding Figurine Pack. Included is a beach themed Bluey, ready for a day out in the sun as well as Bandit and a skateboard they can ride on together! Available from August, Bandit’s BBQ Playset features Bandit dressed in his BBQ apron and chef hat, ready for a cook out. This fun playset includes a BBQ grill, picnic table, two benches and three tasty looking pieces of food. Fans can complete the Heeler family plush set with Chilli (Mum) and Bandit (Dad) available at major retailers in time for Christmas – both are perfect for snuggles and cuddles at home or on the go.
The Bluey portfolio continues to grow in Australia with BBC Studios securing exciting collaborations with Pauls (custard and yoghurt pouches), Australia Post (limited edition postal stamps), Stuck On You (personalised kids products), Hunter Leisure (arts and crafts) and MJM (puzzles).
Following the sell-out success of the Bonds collaboration in January, Bluey apparel continues to be a hit among parents and kids. In May, BBC Studios teamed up with Peter Alexander for a limited-edition family pyjama range, which became the fastest selling collection in the Australian pyjama brand’s 35-year history. Due to the high demand, Peter Alexander recently re-released the limited edition collection. Children’s mass apparel is also hugely popular among fans and BBC Studios are thrilled to share that there will more apparel releases for kids and adults, across Target, BIG W and Kmart, plus collaborations with other Australian retailers later this year.
The second half of 2020 will bring more Bluey fun with another six books to be published before Christmas, including My Dad is Awesome (available from August), a hilarious and heart-warming book making it a great Father’s Day gift and Let’s Play Outside, a fun-filled magnet book full of games. Perfect for Christmas gifting, Verandah Santa and Hooray, It’s Christmas! will be available from November.
Bluey has summer covered with Wahu releasing a fun range of children’s learn-to-swim accessories and pool toys and Hunter Leisure will release kids’ bikes. For those days at home, MJM are adding more fun and engaging puzzles to their Bluey range and Universal Sony will release Series 2 DVDs and Series 1 Boxsets. More episode collections will be available to purchase on iTunes. Fans can also pick up the latest edition of the Bluey magazine. Available in selected retailers and online, the magazine has plenty of games and activities for the whole family to enjoy.
There is no stopping Bluey! With eagerly awaited new episodes from Series 2 coming to ABC KIDS and iview later this year and fantastic products all coming to stores in time for Christmas, there are plenty of reasons to say Wackadoo!
This article was originally featured in our July 2020 magazine
* Source: OzTAM VPM & ‘Begin Event’ data.
** Source: Oz TAM (Begin Event Play Data) 1.10.2018 – 7.5.2020