Lego announces new partnership with beloved kids' TV show Bluey

The Lego Group has announced a new partnership with BBC studios to release Bluey themed building blocks.

Bluey is a kid's animated TV series about a blue heeler dog and his family, and it became an instant hit following its debut in Australia in 2018. Following its release, Bluey has become a much loved show among families and it has since been licenced by Disney, and the BBC recently announced they are working on a film, set to be released in 2027.

And now, the Lego Group and BBC Studios have announced a new partnership merging the globally-adored Bluey with the fun and creative possibilities of the Lego universe for the first time ever. Michaela Edgerley Stovicek, head of preschool at the Lego Group said: “We are absolutely thrilled to bring together the worlds of LEGO Play and Bluey with the team at BBC Studios.

"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. 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.”

Julie Kekwick, Head of Licensing Hardlines Consumer Products at BBC Studios said: “We’re thrilled to partner with the LEGO Group for Bluey! 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.”

The sets will be tailored for Lego’s 4+ and Duplo range for younger children. Bluey is 2024’s most-watched series globally on streaming platform Disney+, and the year’s most-watched series on streaming to date through November among total viewers in America, with more than 50.5