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What started as a seven-minute episode animated series about a playful blue heeler and her family has quietly become one of animation’s biggest commercial success stories. Now, the broadcaster is making its most ambitious move yet: transforming Bluey from preschool programming into a full-blown lifestyle brand for audiences of all ages.

Speaking with The Guardian, Suzy Raia, head of global consumer products at BBC Studios, explained, “We’re just at the beginning of something that I hope will be a generation-defining brand for children and then families today.” Serious numbers back the broadcasters’ ambition: Bluey played a major role in helping the BBC generate a record £2.16 billion ($2.9 billion) in commercial revenue last year, with global retail sales across all brands topping $3.6 billion. Bluey drove a huge portion of that growth.

Originally co-produced by Ludo Studio for the Australian Broadcasting Corporation and the BBC, Bluey has grown far beyond its humble roots. It was the most-streamed show in the U.S. in 2024 and maintained that lead through the first half of 2025. The show’s gentle humor and emotional depth have won over parents as much as their kids, something few children’s properties ever manage.

The brand’s product range is vast: bumper cars, board games, diapers, Lego and Duplo sets, even Bluey-themed baked beans. A theater show is already touring, while Bluey’s World, an immersive experience in Queensland, opened this year. A theatrical feature is slated for 2027, and in a historic first, Bluey will soon be featured in Disney parks, the only non-Disney children’s property to earn that distinction.

But the real engine of Bluey’s next phase may be on free streaming platforms where kids of all ages are spending more time than ever. The show’s official YouTube and TikTok accounts have amassed tens of millions of followers and billions of views. Within seven months of launching its TikTok, Bluey passed one million followers, a signal, Raia said, that the show was resonating with young adults as well as kids.

Still, BBC Studios is cautious about overexposing the brand. According to Raia, they turn down more licensing offers than they accept, aiming to preserve Bluey’s quality and appeal.

With its sights set on teens, parents, and a wider adult audience, Bluey is no longer just a preschooler’s favorite; it’s a global phenomenon growing up with its fans.