"Bluey Book Reads"
BBC Studios is building on the global success Bluey following its remarkable success as the No. 1 most-watched series on U.S. streaming platforms in 2024. With nearly 56 billion minutes watched on Disney+, three New York Times bestselling books, a feature film coming in 2027, and a host of new and renewed licensing deals, the beloved Australian series is becoming a global entertainment phenomenon.
BBC Studios announced a wide array of new licensing partnerships set to launch in 2025. These include The Woobles, Hometown Food Company, Jacmel, and Pez in the U.S.; Addo Play in the UK and Ireland; Danone, Paladone, and Horizon in Mexico; Dental Clean, Grandene (Melissa), and Brandilli in Brazil; Cencosud Retail in Chile; Jet Brickell in Central and South America; Magic Textil in Argentina; MIC in Colombia and Ecuador; Danwares in Canada; MacEwan in New Zealand; and Sara Lee and The Card Network/TCN in Australia.
These announcements follow the recent rollout of brand-inspired products such as "Bush’s Bluey Baked Beans" and the Bluey Grannies Car Coupe™ by Little Tikes. Additionally, fans can look forward to the launch of the first-ever LEGO® Bluey sets this June, and the 2025 “Let’s Play Chef” campaign featuring themed toys from Moose Toys, cookbooks, and family-friendly kitchen products by Handstand Kitchen and Uncanny Brands.
Furthermore, BBC Studios has renewed key licensing agreements with major partners, including Jazwares (U.S., Canada, Mexico), which will introduce a new Bluey Squishmallows line and expand the Bluey HugMees collection in Fall 2025. Ravensburger will expand its collaboration across EMEA, the UK, and ANZ, now adding the U.S., Canada, and Mexico. Apparel and accessory partners like Hanna Andersson, Handcraft, Arctic Squad, Thermos, Zak! Designs, Bendon, Readerlink, Spirit Halloween, and others have also extended their licensing relationships.
In toys, global expansion continues with the addition of Brio® and new product launches from TOMY (Bluey bath toys) and VTech® (Bluey Road Trip Playset). In Brazil, Candide has extended its distribution, supported by local players like Elka. Bluey toys will debut in Japan later this year via TAKARA TOMY, part of a broader partnership with TV Tokyo and Phoenixx Inc. Multi-territory product launches include Ravensburger’s "Bluey Junior Labyrinth", Carrera FIRST’s "Bluey & Bingo" racetrack, Asmodee’s "Bluey Spot It!"/"Dobble", and Winning Moves’ "Top Trumps" and "Guess Who" games. In EMEA, Lexibook will release a full range of Bluey-branded electronics, role-play items, musical instruments, and craft supplies.
Bluey’s consumer products impact is being recognized across the industry. It is currently the No. 2 preschool toy property in the U.S. and the second most popular character brand in the UK. In Mexico, it was named 2024’s Top Gaining Toy Property by Circana. The brand has also won the 2025 TOTY Award for “License of the Year,” the 2024 TAGIE Award for “Most Innovative License,” and the 2024 Licensing International Excellence Award for “Best Brand – Animated.”
Live entertainment is also booming. The new stage show "Bluey En Vivo – Diversión en Familia" will tour Latin America, with stops in Chile, Brazil, and Peru, following a successful debut in Mexico. Additionally, an immersive experience will open in Chile this month, and a limited-time activation is already running in Peru. The Bluey x CAMP immersive adventure, named a Pulse of Play Award winner, is now CAMP’s top-selling experience, currently open in New York, Houston, Philadelphia, and Boston, with new cities to be announced later this year.
In Australia, the "Bluey’s World Brisbane" experience has been extended through February 2026 after welcoming over 200,000 visitors since November 2024. TIME magazine named it one of the “World’s Greatest Places to Visit” in 2025. Meanwhile, "Bluey’s Big Play The Stage Show" will return to the UK and Ireland and debut in South Africa this June and Poland in November 2025.
On the digital front, seven new digital series totaling over 70 episodes are set to launch in 2025, including Bluey Dancealongs featuring Strictly Come Dancing’s Dianne Buswell. The first season of the Bluey Book Reads series has already drawn 75 million views, with a new star-studded season now available. Bluey Minisodes, which premiered on Disney+, are now also streaming on the show’s official YouTube channel, which recently surpassed 10 million subscribers—placing it in the top 1% globally.
In Asia, the brand continues to grow rapidly, now present in nine markets including Singapore, Malaysia, China, and Taiwan, with plans to expand to India and Japan. Highlights include sell-out success in the Philippines, over 100,000 subscribers on the Hindi-language channel, and nationwide syndication across six Japanese networks.
Publishing also plays a major role in the brand’s expansion. BBC Studios renewed its multi-year deal with Penguin Random House, with over 14.5 million Bluey books sold and three titles topping the New York Times bestseller list. Upcoming releases include "Bluey: The Sign", a deluxe comic-style chapter book based on the show’s biggest episode, which will be published on November 4, 2025, in the U.S., UK, and Australia. Themed around the “Let’s Play Chef” campaign, "Bluey and Bingo’s Christmas Cookbook" will be released on October 7, 2025.
In gaming, "Bluey: Let’s Play!"—developed by Budge Studios and Ludo Studio—has surpassed 50 million downloads and was named an Apple iPad App of the Year finalist. Looking ahead, a new LEGO® Bluey™ mobile game will launch later this year, designed to encourage creative play and childhood development through stories and characters from the series and upcoming toy sets. BBC Studios also teased more gaming collaborations coming in 2025.
Finally, fans can look forward to Bluey’s first animated feature film, set for global theatrical release in 2027 under the Disney banner. Announced in late 2024, Disney has acquired worldwide theatrical rights for the film, which will later stream on Disney+.
Suzy Raia, SVP Consumer Products at BBC Studios states that the phenomenon demonstrates the ability to expand into non-English-speaking markets.“Our reach and expansion globally illustrate the continuing momentum beyond English-speaking markets. We’re proud to renew successful partnerships and forge exciting new ones with best-in-class collaborators. Bluey and her family continue to resonate around the world," expressed.
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