By Michaela Gordoni
The BBC keeps expanding the BLUEY franchise in many ways, but its next steps will bring even more adults into its “lifestyle brand” for all ages.
“Within seven months, we had a million TikTok subscribers,” said Suzy Raia, head of global consumer products at BBC Studios. “That was a moment where we were really able to find the fans that are not purely preschool – young adult audiences and teens really started to get this exposure.”
The show has made £2.16 billion (approximately $2.73 billion) in sales from commercial operations last year. It has a deal with Lego and has even had one for baked beans, the Guardian reported July 21.
“We want to be No. 1 in preschool, which we’re well on our way to achieving. We have so much more to do in terms of growing in the adult space and thinking about what those adult purchasers are open to.”
BLUEY was the most watched show across all genres last year and for the first half of this year.
“BLUEY’s role is quite enormous. We’re just at the beginning of something that I hope will be a generation-defining brand for children and then families today,” Raia said. “From a retail sales standpoint, we are generating about $3.6bn (£2.7bn) in global retail sales across our entire portfolio and Bluey is a really, really big chunk of that.”
Related: BLUEY Continues to Fetch Viewers — Here’s Why
“Almost no children’s television in the history of that genre has managed to do the thing that BLUEY does,” she said. “It is just as entertaining, accessible and emotionally meaningful for adults as it is for kids.”
The show’s music has been streamed 1 billion times, and BLUEY products are endless. Lunch boxes, hair clips, bumper cars, kitchen sets — you can get a BLUEY version of almost anything you can image.
Adults are drawn to the show because it shows their experience as parents and has humor that they can relate to.
“Multiple audiences see their own desires, interests, concerns and challenges reflected back at them,” Raia said. “That’s just so hard to do and it’s so incredibly appealing when something can pull it off.”
The Independent reported that BLUEY THE MOVIE will arrive in 2027, promising a long feature about Bluey, her sister, Bingo, and mom and dad. There will also be an immersive theater experience coming to Queensland, Australia, called Bluey’s World.
BLUEY Season 4 is expected to come out late this year or early next year. Inside the Magic reports that Season 4’s episode may expand from 7 or 8 minutes to as much as 30 minutes, and it will likely be even more adult-inclusive than previous seasons.
Read Next: BLUEY Creator Wants Kids’ Show to ‘Make Parents Laugh, Too’
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