StoryToys announced the launch of the highly anticipated Lego "Bluey" mobile game in collaboration with the Lego Group and BBC Studios. Based on the Emmy and BAFTA Award-winning global phenomenon, this brand-new game brings the charm and fun of the beloved animated TV series that follows Bluey, a loveable, inexhaustible, blue heeler dog, who lives with her Mum, Dad and her little sister, Bingo, into an engaging digital experience, designed especially for children, between two and seven.
Emmet O'Neill, Chief Executive of StoryToys, shared his enthusiasm for the release of the Bluey app, saying: “We’re genuinely thrilled to be working with Bluey for the first time. It’s such a special show, full of warmth, humour, and imagination that really connects with families and encourages them to play together. That spirit is at the heart of what we do at StoryToys. We're also really excited to be introducing LEGO system bricks into our apps for the first time, giving kids even more ways to build, create, and play."
Also commenting on the release of the app, Michaela Edgerly Stovicek, Head of LEGO Preschool Audience, said: "We're over the moon to bring the magic of Bluey and LEGO DUPLO and LEGO system bricks together in a way that sparks creativity and imagination for our little builders in a digital world created by StoryToys! With the LEGO Bluey app, every child can dive into a world of playful adventures, where learning and fun go hand in hand and magic happens at the click of fingertips. Build mode on!”
Marina Mello, BBC Studios Global Director for Gaming & Interactive, said: "We’re delighted to bring together two of the world's most beloved brands and to offer fans a whole new way to enjoy them. This game blends imaginative brick-building with playful problem-solving and memorable moments from the show—capturing the distinctive spirit of creativity and fun that defines both brands. A huge thank you to our fantastic partners at StoryToys, the LEGO Group and Ludo Studio.”
The game captures the spirit of the animated TV series by reflecting values, themes, and character representation. It features characters, builds, and props from the LEGO Bluey range to offer fun digital play experiences mixed with creative brick building, problem-solving challenges, and the chance to play out fun moments inspired by the show. It is designed to align with young children's developmental needs to support both emotional and cognitive development. The app will launch with four themed play packs: Garden Tea Party, Go for a Drive, Beach Day, and Around the House. Each play pack has a series of open-ended activities for endless play. New content will be added in future updates, ensuring a continually fresh and playful experience for young fans and families.
The app will feature classic Lego System bricks for ages 4+, including minifigures, vehiclexs, and props inspired by Lego Bluey sets, as well as larger Lego Duplo bricks for younger players, with simplified builds and vehicles for early imaginative play. The response ahead of launch has been extraordinary, as the new Bluey app has reached over three quarters of a million pre-orders before its launch this month. "Bluey," which was first launched in Australia in 2018, now airs in over 140 countries and has millions of fans around the world. According to Nielsen, Bluey was the No.1 most-watched series on streaming in 2024 among total viewers in the U.S., with nearly 56 billion minutes watched (930M hours) and has continued to be for the first half of 2025, with 25.06 billion minutes (417M hours) of viewing.
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