By Allison Watkinson
TLL Reporter
The LEGO Group and BBC Studios have launched a global partnership to bring the Bluey animated series to LEGO toy sets.
“We are absolutely thrilled to bring together the worlds of LEGO Play and Bluey with the team at BBC Studios,” said LEGO Group head, Michaela Edgerley Stovicek. “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,” added Stovicek. “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.”
Set to debut in Spring 2025, the licensed collection will include six toy sets that will hit retail later this year as part of the LEGO 4+ and LEGO DUPLO product lines.
The six LEGO x Bluey toy sets will take inspiration from characters and themes found in the Bluey franchise.
This inspiration will come from the eponymous Bluey’s imaginative playtime with her little sister Bingo and their parents, Mum and Dad Heeler.
“We’re thrilled to partner with the LEGO Group for Bluey,” said BBC Studios head, Julie Kekwick. “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.”
Written by Joe Brumm, the animated Bluey TV series is produced by Ludo Studio in association with Screen Queensland and Screen Australia.
Outside Australia, the distribution, licensing and merchandising rights for the franchise are managed by BBC Studios Kids & Family through its Brands & Licensing division.
BBC Studios Brands & Licensing is the company’s dedicated division for securing partnerships and collaborations to expand its extensive portfolio of entertainment IP.