Lego links up with TV hit Bluey for toy sets to be launched this year
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Partnership ‘a long time coming’ and is latest expansion of Australian-made animated series. The global hit children’s TV show Bluey is to make its Lego debut with the first sets due to hit shelves later this year. The world of Bluey, which has proved such a small-screen hit a film is to be made for global release in 2027, is to be brought to life in plastic brick form with six sets to be revealed this spring before going on sale later this year.
The Australian-made animated series features a family of dogs, including the blue heeler puppy Bluey, her sister, Bingo, and their parents, Bandit and Chilli. The sets will be tailored for Lego’s 4+ and Duplo range for younger children. “It has been a long time coming and we believe that this partnership is a match made in heaven for younger builders and families alike,” said Michaela Edgerley Stovicek, the head of preschool at the Danish-headquartered Lego Group. “The Bluey brand has play at the heart of everything they do, which aligns perfectly with the Lego brand values and mission.”.
The final episode of the latest series of Bluey – called The Sign – smashed viewing records when it aired last year. However, its creator, Joe Brumm, who wanted to make a show similar to Peppa Pig and be watchable for kids and parents, has said that the episode marked a point where he would “take a break” from the TV series.
Brumm, who has said he did not want to keep making the series if he could not continue to replicate the quality of stories inspired by his parenting experiences as the father of two girls, will focus on the feature film but said that did not mean the end of the TV series.
