The global phenomenon of BBC Studios’ Bluey has rapidly evolved into a culturally resonant brand with multi-generational appeal. Following its fourth consecutive win at The Licensing Awards for ‘Best Preschool Licensed Property,’ Bluey is set to showcase exciting new opportunities at BLE 2025 across fashion, FMCG, toys, books, and more.
“Bluey’s ability to resonate across generations is what makes it so special,” shared Suzy Raia, EVP, Global Consumer Products at BBC Studios. “As we expand into new categories and continue to deepen the brand’s presence across multiple markets, we’re enabling fans of the series to engage with Bluey in ways that go well beyond the screen, while nurturing deep roots for a globally beloved brand.”
From Screen to Everyday Life
Bluey and her family are fast becoming part of everyday life. This expansion is evident across lifestyle products, from limited-edition Converse footwear and apparel to Bluey-themed toothpaste and Kellogg’s cereals. Key partnerships include Converse, Pottery Barn Kids, and Specsavers for children’s prescription glasses. In the U.S., fans can enjoy unique Bluey-shaped SpaghettiOs from The Campbell’s Company. The biggest Cotton On KIDS collaboration ever launched, spanning 11 countries, set new standards for licensed apparel.
The core toy category remains robust, with master toy partner Moose Toys expanding into Japan via TOMY, and LEGO® Bluey sets now launched globally.
Global Momentum and Future Growth
Bluey remains one of the world’s most-watched TV series, available in over 140 markets. It was the most-watched series globally on Disney+ and the most-streamed show of 2024 in the U.S. (Nielsen).
“We’re seeing extraordinary momentum for Bluey across EMEA and Asia, with strong demand from both partners and audiences,” said Andrew Carley, Director of Licensing, UK/EMEA/Asia at BBC Studios. “The brand’s adaptability across cultures… is fuelling an exciting next chapter of growth ahead of the 2027 movie release.”
Live events continue to be a huge draw, with audiences spending over 3 million hours attending BBC Studio Live Events in 2024. Highlights include Brisbane’s ‘Bluey’s World,’ named one of TIME’s World’s Greatest Places for 2025, and the stage show, Bluey’s Big Play, seen by over 2 million people worldwide. The first-ever Bluey coaster is also coming to CBeebies Land at Alton Towers UK in Spring 2026.
Music, Gaming, and Publishing Success
Bluey’s music has soared past one billion lifetime audio streams. Its publishing success, led by master partner Penguin Random House, is immense, with 28 million books shipped in the U.S. and 9.8 million sold in Australia.
“The success of Bluey’s publishing, music and gaming highlights how the brand has become part of entertainment culture on every level,” concluded Stephen Davies, SVP Global Licensing at BBC Studios. “Whether children are dancing to Bluey songs, learning piano, or playing in digital worlds, these touchpoints deepen the brand’s connection with fans around the globe.”
Looking ahead, anticipation is building for Bluey’s first feature film, set for a global theatrical release on August 6, 2027, under the Disney banner.
