There's been a lot of Bluey activity in the last few months.
In this week's newsletter, we check in with the Heeler family, offer a summary analysis of the latest franchise developments, and ask: with a hit this big, how do you monetise and sustain for the long term?
Origin story
Bluey was created by and continues to be written by Joe Brumm.
Initially commissioned by the Australian Broadcast Corporation (ABC) and produced by Ludo Studios in Brisbane, the show was co-financed by BBC Studios, which distributes to all territories outside Australia and also holds global licensing rights.
BBC Studios has pursued a broader franchise strategy for several years, and this property (in addition to Dr Who and Planet Earth) has certainly validated that approach.
A year after Bluey's 2018 launch, Disney acquired the show for all territories outside Australia, New Zealand, and China, showing it on Disney Junior, Disney Channel, and its then-nascent streaming service Disney+.
Show explosion
A success from the start and now available in >140 countries, there have been 3 seasons and 153 episodes produced to date.
Bluey has grown to the point where in the US in 2024, it was the number one most-watched series on streaming among total viewers, with nearly 56 billion minutes watched (930 million hours) (source: Nielsen)
Bluey is the No.1 kids' show on Australian broadcast television and the most-watched series ever on ABC iView.
In the UK, Bluey achieved 12.8 billion viewer minutes in 2024 across BBC and Disney+ combined, reaching 15.4 million individuals.
🚀 For a deep dive into this rocket-fuelled trajectory,
has brilliant analysis here and here.
Building the franchise flywheel
Hand-in-hand with this growth, the BBC Studios team has extended and monetised the IP through the usual channels.
Consumer products
As one would expect, there is an extensive range of consumer products across multiple categories. Recent highlights include:
FMCG
Bathtime products from Childs Farm:
Bluey-branded kids' vitamins from Nature's Aid:
Bluey Celebration Cakes from Finsbury Group, Bluey Fromage Frais from Yeo Valley, and a range of non-HFSS snacks to be launched in September by Hero Group.
May 2025 will see the launch of Kellogg's new Bluey Multigrain Cereal. This is the first licensing deal Kellanova (Kellogg's) have struck in almost 5 years.
“After nearly five years without licensing deals, this was the one we just had to make happen.” - Paloma Villavicencio, Senior Product & Innovation Manager, Kellanova
“As Bluey is a show for everyone - and 'value for all' underpins our commercial strategy as we move into the FMCG space - we are focusing on products that enhance everyday moments; from breakfast to bath time, and beyond. These new launches ensure that Bluey fans can experience the beloved brand beyond the screen in ways that are fun, practical, and accessible.” - Anita Majhu, Head of Licensing, UK Softlines/FMCG, BBC Studios
Publishing
Bluey's publishing programme got off to a good start when Bluey: The Beach became the first children's picture book to be named Book of the Year at the Australian Book Industry Awards.
Since then, Bluey books have reached 20 million print copies in the US, including a Penguin Young Readers adaptation of one of the all-time great episodes, Sleepytime.
Music
3 Bluey albums: Bluey The Album, Dance Mode (winner of Best Children's Album at the ARIA awards), and Rug Island.
The first 2 Bluey soundtrack albums generated >350 million streams in the US, according to Luminate.
Toys
Vtech's Shake It Bluey won the Progressive Preschool Award for Best Licensed Toy Range
In the US the games Bluey Keepy Uppy and Bluey Hide and Seek won the 2024 Toy & Game International Excellence (TAGIE) Award for "Most Innovative License of the Year"
No franchise of this scale is complete without a LEGO collaboration: in June 2025 six LEGO Bluey products are launching for ages 2-5. This partnership also extends to digital (see further below)
“Bluey is the first IP to be developed into both LEGO 4+ and LEGO DUPLO ranges, which is a testament to the show's cross-generational appeal.” - Suzy Lee Raia, SVP of Global Consumer Products, BBC Studios
Apparel
Licensee Erve have placed a collection at C&A in the UK and Bennetton is launching a Bluey clothing collection globally in the Autumn
Digital
YouTube has been huge driving reach and engagement for Bluey. Last month the brand was awarded a Diamond Creator Award from YouTube for reaching 10 million subscribers for the official YouTube Channel.
Since launch, the channel portfolio has accumulated >21 million subscribers and >13 billion lifetime views.
The Bluey YouTube portfolio now encompasses 20 channels, including spin-off channels for Bingo and Bluey's Bestest Friends, and 17 regional language channels (such as Bluey En Espanol, which has over 5 million subscribers).
BBC Studios has also produced digital-first content for YouTube, including 20 original 'minisodes' and Bluey Book Reads, which features celebrities reading Bluey books and has generated >75 million views since its launch in 2024
Interestingly, some of that digital-first content has then been sold back to broadcasters, as Nicki Sheard, CEO Brands & Licensing at BBC Studios, explained to
at SXSW:
"With Bluey, we've been very intentional. At the beginning, we put a few clips on YouTube, saw what happened, we saw what audiences were doing, and then we started to build out a range of content [including YouTube] originals … and some of that digital-first content has then sold back into broadcasters."
And this strategy continues:
"In 2025, we're bringing social-first original content with new A-list talent and incredible creators. Expect exciting new partnerships and digital series that continue to elevate Bluey to new heights!" - Jasmine Dawson, SVP Digital, BBC Studios
Gaming
In August 2023, BBC Studios and Budge Studios launched the first Bluey mobile game, Bluey: Let's Play. In my view, the pricing model - priced as a $9.99/month subscription rather than a one-off purchase - was a rare misstep for such a parent-friendly brand.
Outright Games (the go-to licensee for preschool console games) launched Bluey The Video Game in November 2023
A LEGO Bluey app, developed and published by StoryToys, is coming soon:
"The app will feature characters, builds, and props from the coming LEGO Bluey range to offer fun digital play experiences mixed with imaginative role play, creative building, and challenges. It is designed to align with young children's developmental needs to support both emotional and cognitive development." - LEGO Bluey App Press Release
The Bluey website offers a couple of free online games, as well as instructions for how to play Bluey's favourite games, such as Octopus and Bingo 3000, in real life.
In the real world
The stage show Bluey's Big Play launched in Australia in December 2020 and has toured globally ever since, bringing the Heeler family to life via large-scale puppets, with a fresh story by Joe Brumm and the pre-recorded voices of the TV cast
In a full circle moment, a recorded performance of Bluey's Big Play will air on ABC this Easter.
Ticketed pop-up activations have included a collaboration with Camp at their Westfield Century City mall store in California, where the Heeler's home was re-created, complete with a two-story-high pillow fort from the Cubby episode. Tickets cost $36 each.
Bluey's World, a 70 minute guided experience, launched in Brisbane in 2024:
"This unique experience for families and fans includes amazing sets and interactive games and activities for children and adults alike, encapsulating the spirit of the series and encouraging creative play and connection." - BBC Studios
Appearances
Bluey shook her tail feather on the BBC's Children in Need broadcast in the UK
In 2024, Bluey made her 3rd appearance in the Macy's Thanksgiving Day parade, cementing her status among all-time kids brands such as Peanuts, Minnie Mouse, and Minions
Marketing wins
In February 2022, a partnership with Airbnb created a real-life version of the Heeler home in Brisbane and enabled one lucky family to book a two-night stay, including a behind-the-scenes tour of Ludo Studios .
In April 2024, to promote the longest-ever Bluey episode The Sign (which was about The Heeler's selling their family home), a partnership with property marketplace Domain turned the Heeler house into a genuine listing on the Domain website. The Bluey character Bucky Dunstan was listed as the agent and provided a voicemail that answered all enquiries.
In addition, a video showcased distraught Brisbane estate agents who had missed out on the listing 😂.
Looking Ahead
Disney must rue the fact they do not own a more comprehensive set of rights to their biggest streaming hit. But they have now reached a deal to continue expanding the brand in partnership with BBC Studios:
2027 will see the release of a CGI Bluey movie, which will be distributed by Disney and subsequently launch on Disney+ (as well as ABC iView and ABC Kids in Australia). UK fans who can’t wait until then for a big screen Bluey fix can enjoy the cinema release of Bluey at the Cinema: Let’s Play Chef Collection, an anthology of food-related episodes which launches on May 2nd.
Disney are also adding Bluey to their cruises and to Disneyland and Walt Disney World in 2025.
The only note of caution lies with the future prospects of the TV show: the creator Joe Brumm has written every episode to date - but he is now tied up writing the movie and has placed a question mark on his future involvement in the show:
"I always said I wouldn't keep making the show if I thought I couldn't make any new season as good as the last. This would have been the case for me with a potential season four, so I've decided to take a break from my involvement in the TV series. In the event I can't wrap my head around doing more seasons myself, The Sign will mark my TV finale for Bluey and I wrote it as such … To be clear, this is not an announcement about the end of the show, but it is an acknowledgment that my focus will be on the film." - Joe Brumm
Navigating the creation of new episodes without the original writer is certainly a challenge, but this is mitigated in the short term by the re-watchability of the 153 existing episodes and the future, self-renewing preschool generations who will fall in love with them anew.
With awards piling up, records continuing to fall, and a feature film on the horizon, the Bluey franchise is in rude health and well on its way to becoming an evergreen property.
10 Bluey lessons for preschool franchises
Maintain the quality
Make it accessible
Meet kids where they are (YouTube!)
Invest in digital content
Partner with the best (e.g. Disney)
Create experiences
Encourage play (both digitally and IRL)
Do a deal with Lego!
Solidify pantheon status with key appearances
Eventise new releases and create cut-through with innovative marketing executions
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ICYMI - this week’s franchise management news for the entertainment industry
Sticking with pre-school, Hasbro has announced a cinema-exclusive release for PEPPA PIG’s Peppa Meets the Baby Cinema Experience. Trafalgar Releasing will release in more than 2,600 cinemas across 14 countries from 30 May 2025.
The John Wick franchise continues to expand at quite a rate: in addition to the forthcoming Ballerina, Lionsgate have announced an animated prequel, a Donnie Yen directed Caine character spinoff, and the return of Baba Yaga himself in John Wick: Chapter 5
Despite my claim last week that, following Snow White’s underperformance live action remakes are still not going anywhere (which I stand by!) it is notable that Disney has reportedly halted development on its Tangled live action remake, which had Michael Gracey (The Greatest Showman) attached to direct
In brand crossover news, DC Comics and Sega have released a first look at their Justice League x Sonic the Hedgehog comic book series, including Sonic dressed as The Flash and Shadow as Batman.
StudioCanal have expanded their flagship Paddington store at Paddington Station, doubling its size and theming the space between 3 creative executions: Classic Paddington, Nickelodoen’s preschool The Adventures of Paddington, and the movie version of Paddington, as seen most recently in Paddington in Peru.
Finally, you probably haven’t noticed, but A Minecraft Movie opened to $313.7m worldwide, breaking all sorts of records. This has prompted many hot takes on a generational shift towards game-based IP. I liked Andy Willam’s take: “We live in an attention economy [and] Minecraft has received more attention over the last ten years or so than almost any other brand. That is really the bedrock of its success.”
Really do love seeing how others brands & IP adopt the flywheel to approach expansion - thanks for the breakdown!