Bluey to Debut in Lego Sets, Expanding Global Franchise

The beloved Australian children’s TV show *Bluey* is set to make its Lego debut with six new sets launching later this year. The announcement, made by the Lego Group on Thursday, marks the latest expansion of the global franchise, which has captivated audiences worldwide since its 2018 debut.

The sets, tailored for Lego’s 4+ and Duplo ranges, will feature characters from the animated series, including Bluey, her sister Bingo, and their parents, Bandit and Chilli. The designs will be revealed this spring ahead of their release. Michaela Edgerley Stovicek, head of preschool at Lego Group, described the partnership as “a match made in heaven,” emphasizing the shared focus on imaginative play and family engagement.

*Bluey*, created by Joe Brumm, has become a cultural phenomenon, praised for its humor, emotional depth, and relatable storytelling. The show, which follows the adventures of a family of blue heeler dogs, has topped streaming charts globally, including on Disney+ and CBeebies. Its success has led to a feature film in development and a vast array of merchandise, including books and toys.

Julie Kekwick, head of licensing hardlines at BBC Studios, which handles *Bluey*’s brand licensing, expressed excitement about the Lego collaboration. “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,” she said.

The Lego deal follows other major franchise expansions, including a recent Peppa Pig collaboration. While the sets are aimed at younger children, the announcement has sparked enthusiasm among adult fans of the show, who have long admired its creativity and storytelling.

*Bluey*’s global success underscores its universal appeal, with its themes of family, play, and imagination resonating across cultures. The Lego sets are expected to further cement the show’s place in the pop culture canon, offering new ways for families to connect with the Heeler family’s world.