BBC Studios invites famililes to Play The Bluey Way
September 4, 2026



BBC Studios has announced the launch of Play The Bluey Way, a campaign inspired by the celebrated TV series Bluey. Inviting families everywhere to embrace more play, connection and fun in their everyday lives, the campaign combines real-world activations, digital experiences, creator partnerships, social content, brand collaborations and at-home inspiration.

Play The Bluey Way will roll out globally, celebrating the meaningful connections Bluey inspires amongst families around the world for real life.


At the heart of the campaign is a series of murals inspired by iconic Bluey moments of play. Beginning today (September 4th) at Wittonga Park in Brisbane, the setting of beloved episode, Cricket, the first murals were unveiled. Created by artist Jordan Bruce and based on artwork developed by Kate Derrick and Jemma Bayley at Ludo Studio, they are designed to encourage families to get outdoors and play together. From the Washington DC area in the US and São Paulo in Brazil, to Bristol in the UK; the murals will appear in cities around the world as colourful landmarks and the centrepiece of local activations. Families will be invited to come along and take part in games and activities that bring iconic moments from the series to life, whilst inspiring new ways to continue the fun at home.

Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios, commented: “Modern family life is full of barriers to play; work, school, expense and general exhaustion, which means parents like me often feel they don’t have the time, energy or ideas to play with their kids as much as they would like to. With play sitting at the heart of the brand, Bluey is uniquely positioned to inspire families to play more together, and our Play the Bluey Way campaign aims to do just that, celebrating opportunities to play that everyone can enjoy, regardless of their time or budget.”

The campaign will also feature collaborations with global partners, including Citymapper and Spotify.

Families can experience Play The Bluey Way in a variety of other ways too. Bluey.tv will house a dedicated hub where families can discover downloadable activities, games, play inspiration, campaign updates and interactive experiences. The hub will also feature a personalised digital experience allowing families to explore their play habits through an interactive quiz. Packed with surprises from fan-favourite episodes, game recommendations and personalised shareables, the experience also allows families to share their unique play personality.

Another digital offering launching as part of this campaign is the return of Bluey Book Reads. Encouraging families to make time for storytelling, connection and play together, season 3 features a star-studded lineup of Bluey fans reading the brand’s storybooks. The 10 x 5-minute series launches on 8 September and will be available on the official Bluey channel on YouTube and Bluey.tv.