Bluey Further expands beyond the screen with new global partnerships and experiences

BBC Studios has announced a major phase of expansion for the Bluey franchise ahead of Licensing Expo 2026. Driven by record-breaking viewership—surpassing 45 billion minutes viewed and securing the position of the most-streamed title in the United States for two consecutive years—the commercial arm of the BBC is expanding the property beyond television screens into an integrated ecosystem of live entertainment, digital platforms, and innovative consumer products.

The strategy focuses on building multi-generational engagement, capitalizing on data showing that 50% of the show's audience is aged 12 and older.

'For us, the screen is just the starting point', said Suzy Lee Raia, EVP of Global Consumer Products at BBC Studios. 'Every partnership and experience we build is designed to create the kind of moments the episodes themselves deliver—ones that fans anticipate, gather around, share, and come back to again and again'.

Stephen Davies, SVP of Global Licensing at BBC Studios, added: 'Extending Bluey beyond the screen is about finding meaningful ways for families to step into the world they already love. Whether it's through a live experience, a game, or a book, every touchpoint is designed to capture the same sense of play and connection that defines the series'.

A Landmark Year for Live Experiences and Theme Parks
The year 2026 marks a structural shift in Bluey’s physical and experiential presence globally, anchored by high-profile collaborations with major theme park operators:

Disney Experiences Partnership: Through an expanded global agreement, Ludo Studio and Disney are collaborating on several park integrations. Bluey’s Best Day Ever! debuted at Disneyland Park in March, followed by the upcoming launch of Bluey’s Wild World at Disney’s Animal Kingdom Theme Park on May 26. The characters have also integrated into select Disney Cruise Line itineraries.

Alton Towers Resort (UK): The destination recently opened Bluey the Ride: Here Come the Grannies!, designated as the world's first Bluey roller coaster, situated within CBeebies Land.

LEGOLAND Japan: This month, the park launched the "Let's Play with Bluey" activation, introducing the world’s first official LEGO Bluey costume characters.

Theatrical and Exhibitions: Bluey’s Big Play – The Stage Show has surpassed 2,000 performances, drawing over 2.5 million viewers worldwide. The production returns to the U.S. this June, alongside ongoing tours in the UK and Australia. Furthermore, a dedicated Bluey exhibition celebrating the making of the series will debut at ACMI in Melbourne in mid-2027 before embarking on a global tour.

The property continues to scale its international linear and digital footprint, breaking into major Asian broadcasting markets:

In March, Bluey made its linear premiere in mainland China, with all three seasons scheduled to broadcast on China Central Television (CCTV). This was followed in April by its debut on Japan’s national public broadcaster, NHK. To mark the Japanese launch, a multi-city Bus Tour was executed, featuring a 16-meter-tall billboard at the Shibuya Scramble Crossing in Tokyo.

On the streaming front, Disney+ launched Bluey's Big Play – The Stage Show in March, and will debut a collection of Bluey Minisodes globally on May 20. Additionally, the digital series Bluey Book Reads will return for a third season, introducing its first Spanish and Portuguese translated editions later this year.

New Consumer Products and Strategic Licensing Agreements
BBC Studios has renewed several multi-year licensing deals and confirmed new partnerships across categories:

LEGO: Following its initial collection, four new sets are scheduled for global retail release on June 1, including the Brick-Built Bluey Family and School with Rusty and Bluey. A collaborative book, LEGO DUPLO Bluey: Flat Pack (published with DK), will follow in September.

Moose Toys: The master toy partner is launching Bluey’s Light & Surprise Heeler House, the largest and most feature-driven playset in the brand's portfolio, under the annual theme "Playdates with Friends."

Hasbro & Jazwares: The global partnership with Hasbro has been renewed to include Play-Doh and co-branded editions of Operation, Guess Who?, and Bop It!. Jazwares has extended its agreement for HugMees and Squishmallows, adding the BumBumz plush line with expansion planned across North America, Latin America, the UK, and Australia.

Tabletop and Outdoor Games: A strategic licensing agreement with CATAN will introduce a Bluey-themed tabletop board game across North America, the UK, and Europe in 2027. New partnerships have also been inked with Sarah’s Silks, Stormin Studios (playmats), and Pure Fishing Inc. (branded fishing gear).

Food and Lifestyle Essentials: Branded products are entering global grocery channels, including collaborations with Heinz (UK) for Pasta Shapes, Kellogg’s (UK/Ireland) for Multigrain bars, and ongoing US retail availability for Bentgo, Organic Valley, and Annie’s. Brand extensions also include Havaianas sandals in Brazil and an expanded eyewear range with Specsavers launching this summer.

Cross-Generational Gaming and Theatrical Feature Film
The digital play footprint is expanding rapidly across consoles, mobile platforms, and PC. Following the success of the Bluey’s House integration in Minecraft, a full platform takeover will occur on Apple Arcade on May 21, spanning titles such as Crossy Road Castle and Disney Coloring World+.

On May 28, Halfbrick Studios will launch Bluey's Quest for the Gold Pen, a story-driven console and PC adventure written directly by series creator Joe Brumm. Gameloft is also slated to release Bluey's Happy Snaps later this year.

The long-term trajectory of the franchise culminates in its largest commercial milestone to date: the highly anticipated global theatrical release of Bluey’s first feature film, scheduled to arrive in cinemas worldwide on August 6, 2027, distributed under the Disney banner.

 

LC