The Australian children's cartoon 'Bluey,' which premiered in 2018, has become a global phenomenon, popular with both children and adults. It is Australia's biggest cultural export since Steve Irwin, the most watched show in the US last year, and the biggest in ABC history. Its success has led to an estimated US$2-billion brand empire, including 'Bluey's World' in Brisbane. The show, created by Joe Brumm, explores weighty themes and is praised for its thoughtful parenting portrayal and ability to help children and adults discuss emotions. Despite a recent special episode causing panic about a potential ending, a movie is expected in 2027, and its brand value is predicted to rival Peppa Pig.
How Bluey became a global icon among children and parents alike
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TL;DR: Key points with love ❤️The Australian children's cartoon 'Bluey,' which premiered in 2018, has become a global phenomenon, popular with both children and adults. It is Australia's biggest cultural export since Steve Irwin, the most watched show in the US last year, and the biggest in ABC history. Its success has led to an estimated US$2-billion brand empire, including 'Bluey's World' in Brisbane. The show, created by Joe Brumm, explores weighty themes and is praised for its thoughtful parenting portrayal and ability to help children and adults discuss emotions. Despite a recent special episode causing panic about a potential ending, a movie is expected in 2027, and its brand value is predicted to rival Peppa Pig.
Trending- 1 2018: Bluey premieres.
- 2 2020: Joe Brumm interviewed by Australia's Saturday Paper.
- 3 April 2024: Last new mainline Bluey episodes released.
- 4 Last year (2024): 'The Sign' special episode released; Bluey was the most watched show in the United States.
- 5 Earlier this month (June 2025): US President Donald Trump threatened tariffs, Australian ambassador Kevin Rudd denounced it as 'tax on Bluey'.
- 6 This year (2025): Bluey expected to contribute $16-million to Brisbane economy.
- 7 2027: Bluey movie expected to hit theatres.
- Bluey becoming Australia's biggest cultural export
- Creation of a US$2-billion brand empire
- Significant contribution to Brisbane's local economy (expected $16-million this year)
- Potential for Bluey to be as valuable as Peppa Pig
- Providing comfort and connection for families (e.g., Sarah Avila's experience)
- Helping adults and children discuss emotions (Kait Neufeld's 'Bluey check-in')
What: The global success and cultural impact of the Australian children's cartoon 'Bluey,' including its popularity among both children and parents, its brand empire, and its unique approach to storytelling.
When: Premiered in 2018; most watched show in the United States last year (2024); 'The Sign' episode released last year (2024); no new mainline episodes since April 2024; movie expected in 2027; Joe Brumm's interview in 2020; Donald Trump's tariff threat 'earlier this month' (June 2025).
Where: Australia (Brisbane, Victoria, B.C.), United States, United Kingdom.
Why: 'Bluey' resonates with parents due to its realistic portrayal of family life, thoughtful parenting, and exploration of complex themes, while also being entertaining for children. Its co-production and distribution by major broadcasters (ABC, BBC, Disney) and extensive merchandising have contributed to its global reach and financial success.
How: Through its relatable characters (Bandit, Chilli, Bluey, Bingo), its creator Joe Brumm's insights from child psychology and observing his own children, its distribution by major media companies like Disney and BBC, and the development of immersive experiences like 'Bluey's World' and extensive merchandising.