It’s Bluey’s World and We’re Just Living in It as the Global Phenomenon Expands Again

At this point, we might just have to accept it.

It’s Bluey’s world, and we’re all living in it.

Because somehow, after toys, books, clothing, games, food, music, live experiences and seemingly everything else a family could possibly encounter during the day, “Bluey” has found another corner of everyday life to make a little more playful.

Your commute.

BBC Studios and Citymapper are teaming up for a new “Bluey” experience spanning more than 40 cities across the United Kingdom, United States and Australia, bringing Bluey and her family along for everything from trips across town to the everyday journey home.

Families using Citymapper can personalize their journeys with custom “Bluey” navigation icons and encounter “Bluey” video clips integrated into journey planning. Games and activities available through Bluey.tv can also help keep younger travelers entertained while everyone gets where they need to go.

But the collaboration goes further than adding a familiar blue heeler to the screen.

Citymapper is introducing specially curated kid-friendly routes designed around some of the things that actually matter when traveling with children, including shorter walking times, step-free access and pram-friendly stations. That makes the partnership an unusually practical extension of the brand: Bluey might make the journey more fun, but the experience is also designed to make getting there easier for families.

And there is one city where the collaboration feels particularly fitting.

Citymapper is launching in Brisbane for the first time as part of the partnership, complete with bespoke “Bluey” and Citymapper co-branding encouraging families to explore the city that Bluey herself calls home.

It is the latest part of BBC Studios’ ongoing “Play The Bluey Way” campaign, which has been built around a wonderfully simple idea: play doesn’t always require a special destination, complicated activity or enormous amount of planning. It can happen during the ordinary moments families are already sharing.

That campaign has already stretched around the world through murals and play activations inspired by moments from the series, including stops in the Washington, D.C. area, São Paulo, Bristol and Brisbane. The Brisbane activation at Wittonga Park marked the final stop in that global series this past weekend.

Now even getting to your next adventure can become part of the play.

And if the Citymapper collaboration sounds like one more sign that “Bluey” is absolutely everywhere right now, BBC Studios has quite a bit more planned.

Ahead of Brand Licensing Europe 2026, the company has outlined another major wave of growth for “Bluey” across toys, food, personal care, publishing, audio, gaming, apparel, collectibles and family experiences.

The toy box alone is getting rather crowded.

BBC Studios’ multi-year global partnership with Mattel will bring “Bluey” into brands including Barbie, Hot Wheels, Fisher-Price, Po##### ######nd Uno beginning this autumn. MAGNA-TILES building sets are coming across numerous international markets in 2027, while Addo/Early Learning Centre is preparing developmental wooden toys for the fourth quarter of 2026. Moose Toys, LEGO, VTech and TOMY also continue as partners.

Then Bluey follows you into the kitchen.

Heinz Bluey Pasta Shapes are reaching U.K. retail, while Kellogg’s is expanding with Bluey cereal bars following its multigrain cereal. Existing partner Childs Farm is adding Bluey suncare, and children can even find Bluey frames in Specsavers’ prescription glasses range across the U.K., Northern Europe, Australia, New Zealand and Canada.

Sit down for story time and she’s there too.

Tonies continues expanding its physical Bluey character figures and audio stories across multiple regions, alongside a new Tonieplay Game featuring interactive storytelling and mini games. Penguin Random House’s publishing program is now available in 30 languages, while DK and AMEET are expanding the relationship between LEGO and “Bluey” into books.

Want to play a video game instead?

“Bluey’s Happy Snaps” launches October 15.

Put on some music?

“The Bluey Album Box Set” arrives in November, bringing all four “Bluey” albums together on CD and vinyl for the first time.

Throw a birthday party?

Procos and Unique are expanding “Bluey” partyware.

And, because apparently there are still places left for Bluey to go, the lifestyle and collectibles business is growing as well, including Funko Pop! figures across major EMEA retailers and a global clothing and lifestyle partnership with LC Waikiki.

Taken separately, these are a lot of licensing announcements.

Together, they tell a much more interesting story.

BBC Studios isn’t simply trying to make “Bluey” something families watch. Its current strategy is increasingly about finding places where the heart of the series—play, family and connection—can naturally exist away from the television.

Sometimes that means building with magnetic tiles. Sometimes it means listening to a story, taking a picture in a game or putting Bluey-shaped pasta on the dinner table.

And apparently sometimes it means trying to get a stroller across a city without turning the entire afternoon into an expedition.

There is a reason “Bluey” has won Best Preschool Licensed Property at the Licensing Awards five years in a row. The little blue heeler has grown far beyond a single preschool series while BBC Studios continues looking for ways to make those expansions feel connected to what families loved about the show in the first place.

Now Citymapper might be one of the clearest examples yet.

Bluey isn’t simply appearing on something families can buy.

She’s joining something families already do.

So grab the snacks, pack the stroller, pull up Citymapper and pick your Bluey navigation icon.

Apparently even the commute is part of playtime now.

Because, really, we should have figured this out by now.

It’s Bluey’s world.

We’re just trying to find the fastest route through it.