The LEGO Group and BBC Studios Announce New Bluey Partnership

The LEGO Group and BBC Studios have announced a new partnership merging the globally adored world of Bluey with the fun and creative possibilities of the LEGO® universe for the first time ever. 

The partnership introduces an exciting collaboration with six new LEGO Bluey sets to appear in 2025 across the LEGO 4+ and LEGO DUPLO themes, inspired by the animated TV series Bluey. Bluey follows a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighborhood into her world of fun.

The partnership aims to create equally fun moments of imaginative roleplay and creativity for families as they build, connect and play out their favourite scenes from the show. The six new LEGO Bluey products will be revealed this spring.

“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.” said Michaela Edgerley Stovicek, Head of Preschool at the LEGO Group.

Julie Kekwick, Head of Licensing Hardlines Consumer Products at BBC Studios added: “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.”

Bluey is 2024’s most-watched series globally on Disney+, and the year’s No. 1 most-watched series on streaming to date through November among total viewers in the U.S., with more than 50.5 billion minutes watched.* Bluey also holds the #1 kids show spot on ABC Australia and CBeebies and Disney+ in the UK. Additionally, Bluey is the #1kids show on Disney Jr in Canada, Spain, Portugal, Poland and South Africa.