Bluey, the beloved Australian children's show, has become a major commercial success, generating over £2.16 billion in sales last year and aiming to evolve into a lifestyle brand for all ages.

BBC Studios, which owns the global distribution and merchandising rights, has seen record revenues driven by Bluey's branding, with global retail sales reaching approximately $3.6 billion.

Suzy Raia, head of global consumer products at BBC Studios, emphasized the goal of making Bluey a generation-defining brand for families worldwide.

Since its debut in 2018, Bluey has become one of the most-watched shows in the US, maintaining its popularity into 2025, with its music streamed over 1 billion times.

The series, which has won an Emmy, is celebrated for its storytelling that resonates with both children and adults, and it was the most-watched show across all genres in the US in 2024.

Bluey's success is also evident in its digital presence, with over 21 million YouTube subscribers, nearly 5 million TikTok followers, and 13 billion views, attracting a broad audience beyond preschoolers.

Bluey's appeal has expanded to include older audiences, with strategies in place to grow its fan base beyond preschool demographics.

The franchise boasts a wide range of merchandise, including paddling pools, bumper cars, and Lego collaborations, along with immersive experiences and theatre productions.

Looking ahead, a Bluey movie is scheduled for release in 2027, with Disney planning to feature the brand in its parks, marking a milestone for non-Disney children's brands.

The upcoming film will feature Bluey and her family, with series creator Joe Brumm serving as writer and director, and will include the original voice cast.

In addition to the film, an immersive theatre production titled 'Bluey’s World' has already launched in Queensland, Australia, further expanding Bluey's presence.

Bluey's digital strategy, including platforms like YouTube and TikTok, has significantly broadened its audience, with 21 million subscribers and nearly 5 million TikTok followers, attracting parents and young adults.