It’s Time to Play The Bluey Way With New Global Family Campaign

Sometimes the greatest adventures don’t require an elaborate destination, expensive toys or even leaving your own backyard. All you really need is a little imagination and someone willing to play along.

For years, “Bluey” has taken that simple idea and turned it into something rather magical. Everyday moments become elaborate games, ordinary locations transform into entirely new worlds and even the smallest bit of silliness can become a memory for Bluey, Bingo and their family. Now BBC Studios is taking that spirit beyond the screen with a new global campaign encouraging families everywhere to make a little more room for play.

Launched September 4, Play The Bluey Way brings together real-world experiences, digital activities, social content, creator partnerships and brand collaborations designed around one central idea: helping families find more opportunities to simply play together.

That starts rather fittingly in Bluey’s own backyard.

The first Play The Bluey Way murals have been unveiled at Wittonga Park in Brisbane, the setting featured in the beloved “Cricket” episode. Created by artist Jordan Bruce and based on artwork developed by Ludo Studio’s Kate Derrick and Jemma Bayley, the murals aren’t simply designed to give families another piece of “Bluey” artwork to visit. They are meant to get everyone outside and playing.

The idea will soon travel considerably farther than Brisbane, with additional murals planned for Washington, D.C., São Paulo and Bristol in the U.K. Each location will invite families to participate in games and activities inspired by moments from the series, effectively taking some of the imaginative play normally seen on television and dropping it into the real world.

There is something especially fitting about “Bluey” being used for a campaign like this. While the series certainly has become a massive global franchise, so many of its most memorable stories remain remarkably simple at their core. Bluey and Bingo don’t need much to turn an ordinary afternoon into an adventure, and the adults around them—sometimes enthusiastically and sometimes after a little convincing—are often right there playing along.

Play The Bluey Way wants to make that same idea feel a little easier for real families. BBC Studios notes that work, school, expenses and simple exhaustion can all become barriers for parents who want to play with their children but don’t always have the time, energy or ideas. Rather than making play another complicated thing families need to plan, the campaign is focused on finding opportunities that can fit naturally into everyday life.

That approach will extend to collaborations with Citymapper and Spotify, while a dedicated online hub will offer downloadable activities, games, play ideas and other interactive experiences. Later this month, families will also be able to take an interactive quiz exploring their own play habits, complete with episode surprises, personalized game recommendations and shareable results.

Storytime is getting involved as well with the return of “Bluey Book Reads.” The third series will feature “Bluey” fans reading storybooks across ten five-minute episodes, beginning September 8 on the official “Bluey” YouTube channel and Bluey.tv.

For a show that has always understood how something as simple as pretending the floor is lava, playing a made-up game or spending a few minutes being completely silly together can mean far more to a child than adults sometimes realize, Play The Bluey Way feels like a natural extension of what “Bluey” has been doing all along.

The television can inspire the game.

After that, it’s time to get up and play.