BLUEY INVITES FAMILIES ACROSS THE GLOBE TO PLAY THE BLUEY WAY

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4 September 2026 – BBC Studios today announced the launch of Play The Bluey Way, a campaign inspired by the beloved TV series Bluey. Inviting families everywhere to embrace more play, connection and fun in their everyday lives, the campaign combines real-world activations, digital experiences, creator partnerships, social content, brand collaborations and at-home inspiration. Play The Bluey Way will roll out globally, celebrating the meaningful connections Bluey inspires amongst families around the world for real life.

At the heart of the campaign is a series of murals inspired by iconic Bluey moments of play. Beginning today at Wittonga Park in Brisbane, the setting of beloved episode, Cricket, the first murals were unveiled. Created by artist Jordan Bruce and based on artwork developed by Kate Derrick and Jemma Bayley at Ludo Studio, the murals in Brisbane are designed to encourage families to get outdoors and play together. From the Washington D.C. area in the US and São Paulo in Brazil, to Bristol in the UK; the murals will appear in cities around the world as colourful landmarks and the centrepiece of local activations. Families will be invited to come along and take part in games and activities that bring favourite moments from the series to life, whilst inspiring new ways to continue the fun at home.

Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios explains: “Modern family life is full of barriers to play; work, school, expense and general exhaustion, which means parents like me often feel they don’t have the time, energy or ideas to play with their kids as much as they would like to. With play sitting at the heart of the brand, Bluey is uniquely positioned to inspire families to play more together, and our Play the Bluey Way campaign aims to do just that, celebrating opportunities to play that everyone can enjoy, regardless of their time or budget.”

The campaign will also feature collaborations with global partners, including Citymapper and Spotify, creating new opportunities for play, connection and discovery throughout daily routines. ​

Families can experience Play The Bluey Way in a variety of other ways too. Bluey.tv/theblueyway/ will be a dedicated hub where families can discover downloadable activities, games, play inspiration, campaign updates and interactive experiences to help families discover new ways to play together. The hub will also feature a personalised digital experience allowing families to explore their play habits through an interactive quiz that captures and celebrates the different ways families “Play the Bluey Way”. Packed with surprises from fan-favourite episodes, bespoke game recommendations and personalised shareables, the experience also allows families to share their unique play personality. This personalised digital experience will launch later this month on Bluey.tv. ​

Another digital offering launching as part of this campaign is the highly anticipated return of the multi-award-winning Bluey Book Reads. Encouraging families to make time for storytelling, connection and play together, series three features a star-studded lineup of Bluey fans reading some of the brand's most beloved storybooks. The 10 x 5-minute series launches on 8 September and will be available on the official Bluey channel on YouTube and Bluey.tv for families to enjoy together.

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For more information please contact: ​ Poppy Reed (poppy.reed@bbc.com) ​

Notes to editors ​

In Australia, the show is broadcast on ABC. The series airs and streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Jr. and Disney+ through a global broadcasting deal between BBC Studios and Disney Branded Television.

About Bluey

Bluey follows a loveable, inexhaustible blue heeler dog who lives with her Mum, Dad and little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun. Celebrated for its humour, warmth and relatable portrayal of everyday family life, Bluey has earned a devoted global audience through stories grounded in play, emotional truth and authentic moments that resonate across generations. A true phenomenon, Bluey is one of the most loved and watched family entertainment brands, captivating adults and children alike.

Bluey is the creation of writer and director Joe Brumm and is produced by multiple Emmy® Award-winning Ludo Studio. Commissioned by BBC Studios Kids & Family and ABC Children’s, BBC Studios brings Bluey to audiences internationally through distribution and licensing. The first-ever feature film, The Bluey Movie, lands in cinemas on 6 August 2027. Written and directed by Joe Brumm and produced by Ludo Studio in collaboration with BBC Studios, the CG-animated feature marks the big screen debut for Bluey and her family. BBC Studios is financing and licensing the picture with theatrical distribution through Walt Disney Studios.

Bluey | Website |YouTube Facebook | Instagram | TikTok |

About Ludo Studio ​

Ludo Studio is a BAFTA, multi-Emmy®, Logie and Peabody award-winning Australian studio and one of TIME’s Most Influential Companies of 2024, that creates and produces original scripted drama, animation and digital stories that are authored by incredible local talent, distributed globally and loved by audiences everywhere. ludostudio.com.au ​

About BBC Studios Brands & Licensing ​

The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide. ​ Partnering our iconic brands - including Doctor Who and Bluey - with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. ​ Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Digital drives over 1 billion views per month, offering advertising and branded content opportunities. ​ Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth. ​ ​

BBC Studios | Website | Press Office | X | LinkedIn | Instagram ​ ​

About Citymapper

Citymapper is the world’s premier urban navigation and journey-planning app, empowering users across 400+ major cities globally to navigate their transit networks with ease. Using powerful, AI-driven routing algorithms and real-time data, Citymapper provides intuitive, multi-modal travel options—seamlessly combining public transit, walking, cycling, micromobility, and ride-hailing. By helping riders make smarter, faster decisions on the go, Citymapper offers a highly engaged, hyper-local platform for brands to connect with urban audiences exactly when they are making daily lifestyle and purchasing decisions. Citymapper is a subsidiary of Via, the global leader in modern technology solutions for the transit industry.