Kal Reasons
November 2023
When considering popular children’s shows in modern media, Bluey has quickly become one of the standouts, even for people not in the target market. How did Joe Brumm and his team at Ludo Studio manage to produce such a powerhouse brand? By having a show that simultaneously teaches parents new skills while giving their children the opportunity to learn valuable life lessons, it captivates audiences with intricate storytelling while touching on hard topics in an easy-to-digest manner. However, as an Australian show, being able to launch an international platform was no easy task. Establishing media deals with Disney+, creating merchandise for major retailers along with many new licensing agreements and collaborations, social media traction from fans celebrating the show, and even a new video game have all helped fortify Bluey as a brand with a loyal consumer base.
Ludo Studio produces Bluey for ABC Kids and is co-commissioned by ABC Children’s and BBC Studios. Even though they are funded by the Australian government, they lacked the ability to distribute their show internationally. By partnering with Disney+ through a global broadcasting deal, they have been able to launch themselves into homes in the UK, North America, and Latin America. This deal did come with a censorship agreement on several episodes, which has angered fans only able to stream the show through Disney+. Building on that, their portfolio also boasts a prolific assortment of all kinds of merchandise imaginable with 30 new partners brought on this year alone. One shopping experience with CAMP will launch on November 6 at their LA store with an interactive shopping experience through Bluey’s house with a guided tour. However, part of their strategy also has included some legal battles with a lawsuit cracking down on any unauthorized usage of Bluey’s image in merchandise made by independent sellers. Some of their strategies have worked better than others, but they have all led to success for the brand.
On social media, fans have created groups dedicated to appreciating the show, viral posts featuring clips frequently circulate all major platforms, and the brand boasts millions of followers and generates even more impressions on their content. The team interacts with fans to boost engagement, and they utilize professional software such as Procreate, Photoshop, Illustrator, After Effects, Premiere, Emplifi, Sprinklr, YouTube Analytics and Tubular. One of my favorite trends is the Duck Cake, and my son asked for one for his next birthday. Their new game will be able to generate the kind of revenue BBC Studios has been aiming for, and many fans are incredibly excited for the extension of the brand while the show is currently on hiatus.
Bluey’s journey as a brand began as a simple concept that has now become an international sensation. It’s a wonderful inspiration to keep dreaming and to continue working to be the best forms of ourselves possible while conquering our daily lives. By successfully navigating distribution, merchandising, and licensing deals, creating multiple channels of communication and interaction with their consumer base, and fostering a sense of care into each episode, Bluey has become one of the greatest shows of our generation.
Sources:
“Bluey” Reclaims The Top Of The Nielsen Streaming Chart – What's On Disney Plus (whatsondisneyplus.com)
Bluey - Ludo (ludostudio.com.au)
BBC Studios expands Bluey global licensing programme - Media Centre
How the Brits stole the rights to Bluey (afr.com)
Kidscreen » Archive » BBC Studios to launch a Bluey retail experience with CAMP
BBC Studios Kids & Family grows "Bluey" licensing strategy - Señal News (senalnews.com)
Bluey Lawsuit Cracks Down on Amazon, eBay, Everyone - Inside the Magic
留言