From its Brisbane beginnings to its rise as a global phenomenon, Bluey continues to win hearts both here and around the world. Australia’s #1 kids’ show clocked an extraordinary 4.8 billion minutes viewed on ABC iview in 2025, sold more than 10 million books across Australia and New Zealand, and now has a feature film slated for global theatrical release in 2027.
Following a year of unprecedented milestones, Bluey is gearing up for an even more exciting chapter. We sat down with Sharon Wilson, Director of Brands & Licensing at BBC Studios ANZ, to find out more.
What do you look for in a licensing partner to ensure alignment with Bluey’s values?
We’re very deliberate in how we approach partnerships, because Bluey is all about authenticity, family, and fun. Our partners need to embody those values and ensure that whatever we create together feels genuinely aligned with the show’s spirit. It’s more than just putting a logo on a product – it’s about creating experiences that families and fans genuinely connect with.
What were the standout moments for Bluey in 2025?
2025 was a standout year. We rolled out major collaborations with LEGO, Koala, Bunnings, the Royal Australian Mint and plenty more! We also launched Bluey’s Quest for the Gold Pen – a new video game featuring an original story by Joe Brumm – and delighted fans with the Bluey Duck Cake Cafe pop-up in Sydney. And the cherry on top? Bluey’s World, our immersive experience in Brisbane, being named one of TIME Magazine’s World’s Greatest Places of 2025.
How important are experiences like Bluey’s World and Bluey’s Big Play in reinforcing the brand in Australia?
Bluey’s World gives families the chance to step inside Bluey’s universe, while Bluey’s Big Play: The Stage Show brings the characters to life in a way audiences have never experienced before. These live events go far beyond entertainment – they build connection, deepen brand loyalty, spark joy, and create lasting family memories. We’re thrilled to have Bluey’s Big Play touring across Australia this year, bringing all that fun and heart to fans nationwide once again.
How important are in-store experiences in driving Bluey brand engagement?
For Bluey, we’ve seen how in-store experiences, themed displays, and exclusive product launches – like our recent collabs with Cotton On and Adairs – build excitement and bring fans even closer to the brand. They also give licensees and retailers the opportunity to showcase creativity and reinforce Bluey’s values in a tangible, memorable way.
When fans see Bluey in their local store, it’s not just a transaction, it’s part of the storytelling journey. One of the highlights of 2025 was our Bunnings partnership, which brought the much-loved episodes Tradies and Hammerbarn to life through bespoke point-of-sale, an in-store scavenger hunt and Kids D.I.Y workshops. We’ll be carrying this momentum into 2026, delivering fresh, engaging activations with our key retail partners and expanding into new retailers.
Can you tell us more about your global theme for Bluey this year, ‘Playdates with Friends’.
Playdates with Friends is about celebrating connection and shared experiences, which is the heart of what Bluey represents. This global brand theme for 2026 encourages families to come together, whether that’s through play, creativity, or simply spending time with loved ones. We’re bringing this to life across multiple touchpoints such as retail activations, interactive spaces, and digital content that lets kids and parents engage with Bluey wherever they are.
What’s next for Bluey in 2026 and beyond? How does the success of 2025 set the stage for what’s coming?
2026 is shaping up to be huge. We’re rolling out new extensions with our licensing partners, plus fresh brand and retail collaborations. Music and gaming are big priorities for us, with Bluey’s fourth album Bluey: Up Here, landing in March. Bluey’s music hit over 1 billion audio streams worldwide last year – a massive achievement that shows just how deeply fans are connecting with the brand. And with The Bluey Movie gearing up for a global theatrical release in 2027, the momentum is only growing. The success of 2025 has given us the confidence to think bigger and bolder, and we can’t wait for what’s ahead!
This article also appeared in Edition 53 of The Bugg Report Magazine
