BBC Studios’ next goal for Bluey is to transition the iconic blue heeler pup from a preschool icon into a multi-generational lifestyle brand.

First reported yesterday by The Guardian, BBC Studios’ SVP of global consumer products Suzy Raia plans to accomplish this by hunting for new opportunities to expand Bluey’s consumer products program beyond its well-established kids roots into both the teen and adult demos. While details of this strategic play are still sparse, she’s currently evaluating which product categories are top contenders for the expansion.

Bluey became the most-watched TV show in the US across all genres in 2024, and delivered a record-breaking US$3.6 billion in global retail sales for BBC Studios that same year. Raia has also noted TikTok as an indicator that the brand is ready to age up to target new consumer groups, with the official Bluey channel sitting at more than 4.8 million followers among the platform’s primarily Gen Z audience.

Raia’s team has already made some progress to expand Bluey’s consumer products offerings to appeal to the wider family, with branded tents, board games and video games that allow parents to experience the IP with their children. And this year will see the franchise break out into adult-sized costumes courtesy of Disguise, as well as beginner-friendly crochet kits from The Woobles.

Other IPs that have successfully transitioned from kids to all-ages market positioning include Hello Kitty & Friends, Peanuts, Pokémon and Super Mario Bros.