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BBC Studios Charts Bluey’s Evolution Into All-Ages Lifestyle Brand

Using record merchandising revenue alongside a vast digital fandom, BBC Studios will roll out partnerships, immersive experiences plus a feature film in 2027.

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Overview

  • BBC Studios announced plans to evolve Bluey into a lifestyle brand designed to engage both children and adult audiences.
  • The series drove a record £2.16 billion in commercial sales last year and made up a substantial share of the £2.7 billion global retail revenue.
  • Bluey’s official channels now exceed 21 million YouTube subscribers, nearly 5 million TikTok followers and 13 billion lifetime views.
  • Upcoming collaborations include a global Lego partnership and a Disney parks presence, making Bluey the first non-Disney children’s brand featured on-site.
  • Audience engagement will deepen through immersive theatre productions like Queensland’s Bluey’s World and a feature film slated for release in 2027.