BBC Studios has showcased a major new slate of global partnerships and experiential activations for its flagship property Bluey at Licensing Expo 2026. The comprehensive strategy reinforces the franchise’s rapid expansion across live entertainment, consumer products, digital platforms, and gaming, reflecting a corporate focus on building long-term brand equity through curated, family-centered touchpoints.
The announcement comes as Bluey continues to demonstrate unprecedented commercial and cultural impact. The property has surpassed 45 billion minutes viewed and has secured the position as the number-one most-streamed title in the United States for two consecutive years.
‘The screen is just the starting point’, said Suzy Lee Raia, EVP of Global Consumer Products at BBC Studios. ‘Every partnership and experience we build is designed to create the kind of moments the episodes themselves deliver, ones that fans anticipate, gather around, share, and come back to again and again’.
Stephen Davies, SVP of Global Licensing at BBC Studios, echoed this sentiment, noting that extending the property beyond television is about creating authentic shared moments across generations. ‘Whether it’s through a live experience, a game, or a book, every touchpoint is designed to capture the same sense of play and connection that defines the series’, added.
Expanding the experiential and live footprint
The franchise’s location-based entertainment footprint has expanded significantly. Through BBC Studios’ global partnership with Disney, the property has officially integrated into Disney Experiences. New activations include “Bluey’s Best Day Ever!” at Disneyland Park and “Bluey’s Wild World” at Disney’s Animal Kingdom Theme Park, alongside character appearances on select Disney Cruise Line sailings and dedicated merchandise rollouts across Disney Parks and Disney Store locations.
In the United Kingdom, “Bluey the Ride: Here Come the Grannies!” recently opened at CBeebies Land within the Alton Towers Resort, achieving a perfect 10/10 guest rating in its opening week according to resort data. In Asia, the brand has partnered with LEGOLAND Japan for the “Let’s Play with Bluey” activation, introducing the first-ever LEGO Bluey costume characters.
Meanwhile, the flagship theatrical production “Bluey’s Big Play – The Stage Show”—which has logged more than 2,000 performances and attracted over 2.5 million attendees globally—is scheduled to return to the U.S. this June while continuing its tours across the UK and Australia. Furthermore, a dedicated exhibition celebrating the making of the series will open at ACMI in Melbourne in mid-2027 before embarking on a global tour.
