The LEGO Group and BBC Studios have announced a new partnership merging the globally adored world of "Bluey" with the fun and creative possibilities of the LEGO universe for the first time ever. The partnership introduces a collaboration with six new LEGO "Bluey" sets to appear in 2025 across the LEGO 4+ and LEGO DUPLO themes, inspired by the animated TV series Bluey.
"Bluey" follows a lovable, inexhaustible Blue Heeler dog who lives with her Mum, Dad, and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighborhood into her world of fun. The partnership aims to create equally fun moments of imaginative roleplay and creativity for families as they build, connect, and play out their favorite scenes from the show. The six new LEGO "Bluey" products will be revealed this spring.
Michaela Edgerley Stovicek, Head of Preschool at the LEGO Group praised their partners: “We are absolutely thrilled to bring together the worlds of LEGO Play and 'Bluey' with the team at BBC Studios. It’s been a long time coming, and we believe that this partnership is a match made in heaven for younger builders and families alike. Just like the LEGO brand, the 'Bluey' brand has play at the heart of everything they do, which aligns perfectly with the LEGO brand values and mission," noted.
Finally, Julie Kekwick, Head of Licensing Hardlines Consumer Products at BBC Studios, added: “We’re thrilled to partner with the LEGO Group for 'Bluey'! We believe that LEGO 'Bluey' products will offer families a fantastic new way to engage with beloved characters and stories from the hit animated series, cultivating even more imaginative play inspired by the Heelers," commented.
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