Bluey

What Bluey does

Bluey is an Australian animated children's television series created by Joe Brumm and produced by Ludo Studio in Brisbane. The franchise is owned by Ludo Studio, with BBC Studios acting as the exclusive global licensing and distribution agent (and operator of the official bluey.tv site). Three broadcast seasons totalling roughly 153 episodes, plus minisodes and the 28-minute special 'The Sign', are distributed internationally on Disney+, on ABC/ABC iview in Australia, and on BBC platforms in the UK, reaching 180+ markets. In 2025, Bluey was the #1 most-streamed title in the US for the second consecutive year, accumulating 45.2B US viewing minutes (Nielsen), 4.8bn minutes in Australia (Q1 2025), and 7.2m views on BBC platforms (Q2 2025), with 68% of US viewing being co-viewing.

The franchise has been systematically extended across format and revenue lines. Beyond episodic TV, Bluey spans the Bluey's Big Play touring stage show (13 countries, 2.5M+ fans since 2020), the Bluey's World immersive experience, an interactive Bluey's Library storytelling product on bluey.tv, a 2027 feature film (Bluey: The Movie, global theatrical release August 6, 2027), a growing gaming portfolio (LEGO Bluey mobile game with StoryToys, Halfbrick's Bluey's Quest for the Gold Pen, Gameloft's Bluey's Happy Snaps, a Minecraft collaboration, and Just Dance 2026), and one of the largest preschool consumer-products programs in the world (546+ licensees across 120 markets, 45M books in 29 languages with 4 NYT bestsellers, #1 US preschool toys property by Circana YTD Dec 2025, and 1.3B music streams).

The business model is IP licensing rather than direct product sales at the IP level: BBC Studios monetizes through distribution rights, brand licensing royalties, and partnerships with major toy makers (Moose Toys, LEGO), publishers, gaming studios, and broadcasters. Direct-to-consumer revenue comes through the official Bluey merchandise e-commerce shop. End customers are families with children aged roughly 2–8, served through a horizontal segmentation approach spanning co-viewing entertainment, parenting-relevant content, and merchandise. The franchise has accumulated 65+ industry awards including BAFTA, Emmy, and Logie Awards, and consecutive Toy of the Year 'License of the Year' wins in 2024 and 2026.

Name

Bluey

Legal name

Bluey (Intellectual Property owned by Ludo Studio, licensed by BBC Studios Distribution Ltd.)

Website

https://bluey.tv

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Bluey is an Australian animated children's television series created by Joe Brumm and produced by Ludo Studio, distributed globally by BBC Studios. The franchise spans broadcast, streaming, theatrical, gaming, and licensed merchandise across 180+ markets, serving families with preschool-aged children.

Ownership category

akta.pro rank

Product category

Children's Animated Entertainment

NAICS

Motion Picture and Video Distribution (512120), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Children’s/Educational Program Syndication (MPABAMAH)

akta.pro secondary industry

International TV Program Distribution (Sales/Output Deals) (MPABAMAD)

Keywords

• Children's animated television
• Preschool entertainment franchise
• Licensed character merchandise
• Family entertainment programming
• Interactive educational gaming

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Distribution channels8 records

Marketing channels11 records

Core offering

Bluey is an Australian animated children's television franchise following the adventures of a six-year-old blue heeler puppy and her family, produced by Ludo Studio in Brisbane and globally distributed by BBC Studios. The offering spans three television seasons (153 episodes), short-form minisodes, a feature-length CG-animated film scheduled for 2027, theatrical stage shows, interactive digital storytelling, multiple video games, LEGO short-form content, and a wide licensed merchandise program across toys, books, and apparel. Distribution leverages broadcast (ABC Australia, BBC UK), streaming (Disney+ globally), theatrical release, and e-commerce channels reaching 180+ markets worldwide.

Product overview

Bluey is a children's animated television series produced by Ludo Studio and distributed by BBC Studios. The core offering is the Bluey TV series spanning three seasons (153 episodes total) plus minisodes, which families can watch via streaming on Disney+, ABC iview, and the official Bluey website. The product portfolio extends beyond the animated series to include the theatrical stage show 'Bluey's Big Play' (touring 13 countries), the feature film 'Bluey: The Movie' (releasing August 2027), interactive experiences like 'Bluey's Library,' video games (Bluey's Happy Snaps, LEGO Bluey Mobile Game, Bluey's Quest for the Gold Pen), and licensed merchandise (LEGO Bluey sets, clothing, accessories). The official website also hosts supplementary content including Bluey Cake Off cooking series, Bluey Dancealongs, Bluey Book Reads, and interactive games and activities for families.

Differentiator

Problem solved

Functional benefit

Brands

• Bluey Cake Off: A baking competition series where guests recreate Bluey-themed treats
• Bluey Minisodes
• LEGO Bluey
• Bluey's Library
• Bluey's World

Products and services

• Bluey TV Series Australian animated children's television series following the adventures of a six-year-old blue heeler puppy named Bluey and her family, distributed via broadcast and streaming to families with young children in 180+ markets worldwide.
• Bluey Minisodes Short-form bite-sized Bluey episodes featuring the core characters in new adventures, released in batches to extend the franchise's content cadence for young audiences and family viewers.
• Bluey: The Movie Feature-length CG-animated Bluey theatrical film expanding the television franchise to cinemas, targeting the global family audience reached by the existing series.
• Bluey's Big Play International live theatrical stage show based on the Bluey television series, touring multiple countries with ticketed performances for families with young children.
• Bluey's World Immersive theatrical and experiential attraction based on the Bluey television franchise, offering families an in-person, location-based experience with the characters and world of the show.
• Bluey's Library Brand-new interactive digital storytelling experience where families can explore and play through favourite Bluey stories or create their own custom stories within the Bluey universe.
• LEGO Bluey Shorts Animated short-form content featuring Bluey moments recreated in LEGO brick form, partnering the Bluey franchise with the LEGO Group brand for family audiences.
• Bluey Cake Off Baking competition video series where celebrities recreate Bluey-themed treats following instructions from baker Tigga Mac, supplementing the core animated series with food-themed family entertainment.
• LEGO Bluey LEGO construction toy line featuring Bluey characters and scenes, produced in partnership with the LEGO Group and BBC Studios and distributed through global retail channels.
• Bluey's Quest for the Gold Pen Family-oriented video game developed by Halfbrick Studios in partnership with BBC Studios, extending the Bluey franchise into interactive digital entertainment for young audiences.
• Just Dance Bluey Bluey-themed content pack featured in Ubisoft's Just Dance 2026 Edition, allowing families to dance to Bluey music within the broader Just Dance gaming franchise on consoles.
• LEGO Bluey Mobile Game Mobile game developed by StoryToys in partnership with the LEGO Group and BBC Studios, offering LEGO Bluey-themed interactive gameplay on mobile devices for family audiences.
• Bluey's Happy Snaps Family-oriented video game being developed by Gameloft featuring playful photographic fun for PC, consoles, and real-life play, releasing into Bluey's gaming portfolio in 2026.
• Bluey Minecraft Experience Interactive in-game experience bringing Bluey's House into the Minecraft gaming universe, allowing Minecraft players to build and explore a recreation of Bluey's home.
• Bluey Shop Official direct-to-consumer e-commerce storefront operated by BBC Studios, selling Bluey-branded apparel (adult and kids tees), hats, bags, jumpers, hoodies, mugs, and collectibles.
• Bluey Dancealongs Dance-along video series featuring Dianne Buswell and friends dancing to iconic Bluey songs, extending the franchise into musical interactive content for families.
• Bluey Book Reads Video series featuring celebrity readings of popular Bluey story books, supporting early childhood literacy for the Bluey audience.

Quantifiable outcome

• 45.2B viewing minutes in the US in 2025 (Nielsen), with 68% co-viewing
• +5 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered minor and core.

• Minecraft (Microsoft)minorOEM/ Whitelabel/ Licensing Partner · 27 January 2026Bluey's House is coming to Minecraft, announced January 2026. This partnership brings Bluey's iconic house into the Minecraft gaming universe, allowing players to build and explore Bluey's world within Minecraft — targeting both Bluey's existing young fanbase and Minecraft's massive global community.
• Ubisoft (Just Dance)minorOEM/ Whitelabel/ Licensing Partner · 1 October 2025Bluey joined Just Dance 2026 Edition, announced October 2025. This brings Bluey's interactive entertainment into the Just Dance franchise, allowing families to dance to Bluey music as part of the popular dance game franchise on gaming consoles.
• Ludo StudiocoreStrategic or Co-development PartnerLudo Studio is the Australian production company behind Bluey, created by Joe Brumm. Ludo Studio handles all creative development, animation, and production of the Bluey TV series, specials, and feature film. Joe Brumm is both creator and writer of Bluey, with Amber Naismith producing. The company is based in Brisbane, Australia and is credited as the origin studio for the entire Bluey franchise.
• BBC StudioscoreChannel Partner/ Reseller/ DistributorBBC Studios is the global licensing and distribution agent for the Bluey franchise. The official Bluey website is described as 'a commercial website from BBC Studios.' BBC Studios handles global brand licensing (546+ licensees across 120 markets), broadcast licensing to Disney+ and BBC platforms, and global merchandise program management. Bluey is described as a BBC Studios-owned property.
• Disney+coreChannel Partner/ Reseller/ DistributorDisney+ serves as the primary global streaming platform for Bluey (outside Australia). New episodes, minisodes, and specials premiere on Disney+ internationally. Bluey was the #1 most-streamed title in the US for the second consecutive year (2025) with 45.2B viewing minutes. The platform is central to Bluey's global digital distribution strategy.
• Moose ToyscoreOEM/ Whitelabel/ Licensing PartnerMoose Toys is a key licensed toy partner for Bluey. Their Bluey Supermarket Playset won Playset of the Year at TOTY 2026. Moose Toys produces a broad range of Bluey-branded toys distributed globally through major retail channels, contributing to Bluey's #1 ranking as the top preschool toys property in the US by revenue (YTD Dec 2025, Circana).
• LEGO GroupcoreOEM/ Whitelabel/ Licensing PartnerThe LEGO Group partnered with BBC Studios and StoryToys to release a LEGO Bluey mobile game (announced August 2025) and LEGO Bluey shorts — ten iconic Bluey moments animated in brick form released July 2026. The LEGO Bluey collaboration represents a major brand extension for both properties.
• ABC (Australia)coreChannel Partner/ Reseller/ DistributorABC and ABC iview serve as Bluey's Australian broadcast and streaming home. New Bluey episodes and minisodes premiere on ABC/ABC iview in Australia — often ahead of international releases on Disney+. The ABC Kids block is a foundational platform partner for Bluey's original Australian broadcast.
• Screen Queensland / Screen AustraliaminorStrategic or Co-development PartnerScreen Queensland and Screen Australia are Australian government film and television funding bodies credited as production supporters of Bluey on the official website. These bodies provide production funding and institutional support for Australian screen production, of which Bluey is a flagship example.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• WildBrain: WildBrain is a children's content owner, producer, distributor, and AVOD network operator with preschool brands including Teletubbies. It is comparable through kids content distribution, YouTube/digital reach, and licensing capabilities.
• Nickelodeon: Nickelodeon is a major children's media network and studio behind preschool franchises such as Dora the Explorer and Blue's Clues. It is a broader incumbent with overlapping children's content distribution and licensing capabilities.
• Mattel (Thomas & Friends): Mattel owns Thomas & Friends and other family franchises that combine children's content with toys and licensing. It is comparable through preschool IP and consumer-products monetization, though Mattel is a broader toy and entertainment incumbent.

Direct peers

• Fred Rogers Productions: Fred Rogers Productions produces Daniel Tiger's Neighborhood and other preschool educational programming. It is comparable to Bluey through emotionally intelligent preschool storytelling and parent-trusted co-viewing, though with a smaller consumer-products footprint.
• Sesame Workshop: Sesame Workshop produces Sesame Street and related educational preschool content across TV, streaming, publishing, live, and licensing. It is comparable to Bluey in trusted parent-child co-viewing, educational positioning, and long-lived children's IP.
• Moonbug Entertainment: Moonbug owns digital-first preschool franchises such as CoComelon and Blippi, distributed across YouTube, streaming platforms, music, live, and merchandise. It is comparable to Bluey through global preschool audience scale and multi-platform IP monetization.
• Peppa Pig (Hasbro): Peppa Pig is a global preschool animated character franchise spanning TV, streaming, toys, books, and live experiences. It is highly comparable to Bluey as a family-focused preschool IP monetized through both content distribution and consumer-products licensing.
• PAW Patrol (Spin Master): PAW Patrol is a preschool animated franchise with global broadcast/streaming distribution, theatrical films, and a major toy and licensing business. It is comparable to Bluey through its target demographic, franchise storytelling, and merchandise flywheel.
• The Pinkfong Company: The Pinkfong Company is behind Pinkfong and Baby Shark, preschool music/video IP with apps, games, licensing, and global digital reach. It is comparable to Bluey as a children's brand that extends from content into music, interactive media, and merchandise.

Regional players

• The Wiggles: The Wiggles is an Australian preschool entertainment group with music, TV, live touring, and merchandise. It is comparable through its young-family audience, Australian origin, and live/family-experience business, though it is less directly an animated franchise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/BlueyOfficialChannel
• Facebookfacebook.com/OfficialBlueyTV
• Instagraminstagram.com/officialbluey
• TikToktiktok.com/@bluey
• Pinterestpinterest.co.uk/OfficialBlueyTV
• Xx.com/OfficialBlueyTV

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bluey