Lego to Release Six Bluey Sets in 2025, Targeting Young Fans

Lego has announced the release of six Bluey-themed sets in 2025, marking the popular Australian animated series’ debut in the world of plastic bricks. The sets, part of Lego’s Duplo and 4+ lines, are designed for younger children and will be unveiled in spring 2025 before hitting shelves later in the year.

The collaboration between Lego and Bluey licensor BBC Studios aims to bring the imaginative play of the Heeler family to life. The sets will feature iconic characters like Bluey, her sister Bingo, and their parents, Bandit and Chilli. Lego teased the upcoming sets with an image referencing the show’s signature colors and silhouettes.

Michaela Edgerley Stovicek, head of preschool at the Lego Group, called the partnership “a match made in heaven.” She emphasized the alignment between Bluey’s focus on imaginative play and Lego’s mission to inspire creativity. “The Bluey brand has play at the heart of everything they do, which aligns perfectly with the Lego brand values,” Stovicek said.

Bluey, which debuted in Australia in 2018, has become a global phenomenon, topping viewership charts on Disney+ and CBeebies. The show, created by Joe Brumm, is known for its humor, emotional depth, and relatable family dynamics. Brumm, who drew inspiration from his own parenting experiences, has expressed a commitment to maintaining the show’s quality, even as he shifts focus to an upcoming Bluey feature film.

Julie Kekwick, head of licensing hardlines at BBC Studios, highlighted the potential of the Lego sets to deepen fans’ connection to the series. “We believe that Lego Bluey products will offer families a fantastic new way to engage with beloved characters and stories,” she said.

The Lego deal is the latest expansion of the Bluey franchise, which already includes books, toys, and a video game. While adult fans may hope for more complex sets, the focus remains on younger builders, with the introduction of Bingo orange to the Lego color palette being a notable addition.