The global hit children’s TV show Bluey is to make its Lego debut with the first sets due to hit shelves later this year.
The world of Bluey, which has proved such a small-screen hit a film is to be made for global release in 2027, is to be brought to life in plastic brick form with six sets to be revealed this spring before going on sale later this year.
The Australian-made animated series features a family of dogs, including the blue heeler puppy Bluey, her sister, Bingo, and their parents, Bandit and Chilli.
The sets will be tailored for Lego’s 4+ and Duplo range for younger children.
“It has been a long time coming and we believe that this partnership is a match made in heaven for younger builders and families alike,” said Michaela Edgerley Stovicek, the head of preschool at the Danish-headquartered Lego Group. “The Bluey brand has play at the heart of everything they do, which aligns perfectly with the Lego brand values and mission.”
The final episode of the latest series of Bluey – called The Sign – smashed viewing records when it aired last year.
However, its creator, Joe Brumm, who wanted to make a show similar to Peppa Pig and be watchable for kids and parents, has said that the episode marked a point where he would “take a break” from the TV series.
Brumm, who has said he did not want to keep making the series if he could not continue to replicate the quality of stories inspired by his parenting experiences as the father of two girls, will focus on the feature film but said that did not mean the end of the TV series.
After debuting in Australia in 2018 to huge success, the show was licensed abroad by BBC Studios and broadcast by Disney, initially only outside the UK, and debuted in the US in 2019.
Bluey was the most-watched show on Disney+ globally last year, and the number one kids show on CBeebies and ABC in Australia.
The Lego deal marks the latest expansion of the franchise. BBC Studios handles brand licensing, with millions of books and toy spin-offs sold annually.
“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,” said Julie Kekwick, the head of licensing hardlines at BBC Studios.
Last January, the multibillion-dollar global preschool phenomenon Peppa Pig struck a deal to appear in Lego Duplo sets for children for the first time.
The deal also included a series of themed Lego experiences at theme parks owned by Merlin Entertainments, which owns attractions including Alton Towers, Legoland and Chessington World of Adventures.
