Lego fans and Bluey enthusiasts rejoice! The Danish toymaker announced an exciting new partnership that will bring the beloved Australian TV series to life in brick form. Bluey, which follows the adventures of a blue heeler puppy and her family, has become a global sensation since its 2018 debut. Now, Lego is set to launch a line of Bluey-themed playsets later this year, allowing children to recreate their favorite Heeler family moments.
Bluey Meets Lego: A Perfect Play Partnership
According to Lego, the collaboration with Bluey has been “a long time coming” and represents an ideal match. Michaela Edgerley Stovicek, head of preschool at the Lego Group, emphasized the shared focus on imaginative play between the two brands:
The Bluey brand has play at the heart of everything they do, which aligns perfectly with the Lego brand values and mission.
– Michaela Edgerley Stovicek, Head of Preschool at the Lego Group
Building the World of Bluey
The initial Bluey Lego collection will feature six different sets tailored for the Lego 4+ and Duplo ranges, which cater to younger builders. While details about the specific sets remain under wraps, fans can expect them to capture iconic elements and locations from the show. From the Heelers’ colorful home to the playground where Bluey and Bingo love to play, the possibilities are endless.
Julie Kekwick, head of licensing hardlines at BBC Studios, expressed confidence that the Lego sets will offer a fresh way for families to engage with 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.
– Julie Kekwick, Head of Licensing Hardlines at BBC Studios
A Blue Heeler’s Rise to Fame
Since its humble beginnings on Australia’s ABC network, Bluey has captured hearts worldwide. Creator Joe Brumm set out to make a show in the vein of Peppa Pig that would appeal to both kids and parents alike. The result was a heartwarming, hilarious depiction of family life that became a ratings juggernaut.
Bluey’s reach soon expanded globally, with Disney snapping up international rights and BBC Studios handling licensing. In 2022, the series was the most-streamed show on Disney+ worldwide and a top performer on ABC Australia and CBeebies in the UK. Beyond TV, Bluey has spawned bestselling books, toys, and live shows.
The Future Is Bright (Blue)
As Bluey continues to win fans and break records, the future looks bright for the lovable Blue Heeler. With a feature film slated for 2027 and new content in the works, Bluey’s world keeps growing. While creator Joe Brumm plans a brief hiatus after wrapping the show’s latest season, he promised more Bluey adventures to come.
The Lego partnership represents another exciting chapter in Bluey’s incredible journey. By transforming the vibrant, playful world of the Heelers into brick sets, Lego aims to bring Bluey’s magic into homes in a whole new way. As anticipation builds for this dream collaboration, fans young and old can look forward to diving into Bluey-inspired builds later this year.
- Mark your calendars: Bluey Lego sets are coming in late 2023
- Get ready to build: The Heeler family home, iconic play spots, and more
- Fun for the whole family: Sets designed for Lego 4+ and Duplo ranges
