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Big business Bluey

From the Baltics to Bolivia -the Bluey brand is now so successful Ludo Studios focusses on the quality they can control: the show.

Books, toys, sleepwear, party goods, balloons, bags & luggage, lunchpacks, arts & crafts, a stage musical -brand Bluey is big business for Ludo Studios.

The show’s phenomenal success has seen BBC Studios license products in territories across the globe.

There are balloons in Italy, back to school stationery in Greece, wooden puzzles in France, Crayola products in the UK, bath and cosmetics in the USA, backpacks and lunch bags in Canada, party goods in Mexico, and official products now licensed in the Baltics, Israel, the Nordics, Brazil, Chile, Peru, Argentina, Colombia, Ecuador, Peru, Bolivia, Paraguay, Uruguay, Central America and the Caribbean islands.

“We never expected this level of awareness for the show and acknowledgement and love for the show,” Daley Pearson Director of Ludo Studios told TV Tonight.

“The idea that people all around the world have have let a show we made into their house and let their kids watch it, and Disney support it, it’s just a bit overwhelming!

“There’s a lot of brand management.”

“So what we really find ourselves doing is concentrating on the bit we can control, which is the quality of the show. We can’t ignore that outside of that, the brand has grown. There’s a lot of brand management. There’s a lot of commercial management that BBC Studios do.

“But we’ve always said whatever fingerprint the show has, we wanted it to be in everything the show does: the books, the toys, the play.”

Bluey’s Big Play: The Stage Show has performed in 66 venues and is set for a US tour beginning with a premiere at New York’s Hulu Theatre, Madison Square Gardens on November 18.

Earlier this year Bluey also partnered with Airbnb for a One Night Only event for a family to stay at a ‘Bluey House’ in Paddington, Brisbane.

“We wanted to do like a listing of the Bluey House just as marketing, I guess. We thought that’d be funny,” Pearson explains.

“Airbnb had this idea to literally do it”

“But then Airbnb had this idea to literally do it, which to us sounded huge. They’d done it before with the Fresh Prince‘s house and the Barbie house … they do these one night only events. The whole point of it is to be inclusive, to make sure everybody gets a chance, but also to be ‘exclusive.’

“They also did a lot of classes, music classes, teaching classes, a lot of Skype videos -there were a lot community activities . And then afterwards, they auctioned all the toys and the house for the hospitals, and it was a really good experience.”

The house was later put on the market, sans the Bluey trimmings.

“It was a little bit like Christmas. What made it special was it was there for a moment,” Pearson observes.

“Maybe we should make a permanent Bluey house somewhere!”

New episodes screen on ABC Kids on June 13.

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