BBC Plots All-Ages Growth For The Franchise As A Full-Fledged Way of life Model

What began as a seven-minute episode animated collection a few playful blue heeler and her household has quietly turn into certainly one of animation’s greatest business success tales. Now, the broadcaster is making its most formidable transfer but: reworking Bluey from preschool programming right into a full-blown life-style model for audiences of all ages.

Speaking with The Guardian, Suzy Raia, head of world client merchandise at BBC Studios, defined, “We’re just at the beginning of something that I hope will be a generation-defining brand for children and then families today.” Serious numbers again the broadcasters’ ambition: Bluey performed a significant function in serving to the BBC generate a file £2.16 billion ($2.9 billion) in business income final 12 months, with international retail gross sales throughout all manufacturers topping $3.6 billion. Bluey drove an enormous portion of that progress.

Originally co-produced by Ludo Studio for the Australian Broadcasting Corporation and the BBC, Bluey has grown far past its humble roots. It was the most-streamed present within the U.S. in 2024 and maintained that lead by means of the primary half of 2025. The present’s mild humor and emotional depth have gained over mother and father as a lot as their children, one thing few youngsters’s properties ever handle.

The model’s product vary is huge: bumper vehicles, board video games, diapers, Lego and Duplo units, even Bluey-themed baked beans. A theater present is already touring, whereas Bluey’s World, an immersive expertise in Queensland, opened this 12 months. A theatrical function is slated for 2027, and in a historic first, Bluey will quickly be featured in Disney parks, the one non-Disney youngsters’s property to earn that distinction.

But the actual engine of Bluey’s subsequent section could also be on free streaming platforms the place children of all ages are spending extra time than ever. The present’s official YouTube and TikTok accounts have amassed tens of tens of millions of followers and billions of views. Within seven months of launching its TikTok, Bluey handed a million followers, a sign, Raia stated, that the present was resonating with younger adults in addition to children.

Still, BBC Studios is cautious about overexposing the model. According to Raia, they flip down extra licensing provides than they settle for, aiming to protect Bluey’s high quality and attraction.

With its sights set on teenagers, mother and father, and a wider grownup viewers, Bluey is not only a preschooler’s favourite; it’s a world phenomenon rising up with its followers.