BBC Studios launches global 'Play the Bluey Way' campaign to get families playing more

# What the campaign is

BBC Studios rolled out Play the Bluey Way, a global campaign that asks families to make more time for play in everyday moments. The effort uses physical, digital and partnership-led touchpoints so kids and adults can engage with Bluey-themed activities both outside and online.

# Physical activation: murals and outdoor play

These murals are intended to serve as backdrops for themed outdoor activities and games designed for families. The brief description indicates the activations are aimed at all ages, inviting intergenerational participation in public spaces.

# Digital experiences and resources

Play the Bluey Way extends beyond murals into digital touchpoints. BBC Studios is offering a dedicated hub on the Bluey website with downloadable activities, games and ideas to help families add play to daily life. The hub also includes an interactive quiz that identifies a family's "play personality" and delivers personalized game recommendations based on existing interests.

The campaign will also roll out social content and creator partnerships to drive awareness and participation online.

# Brand partnerships and platform integrations

BBC Studios named several commercial partners and technical integrations behind the campaign. Spotify and Citymapper are specifically mentioned among brand collaborators. These partnerships suggest a mix of audio, navigation or local discovery integrations and co-branded content to reach families in their routines.

# Bluey Book Reads returns

Reads web series returns for a third season as part of the campaign. In each episode a celebrity Bluey fan reads a storybook inspired by the series, encouraging kids to listen and explore alongside familiar characters. The first episode of the new season features Isla Fisher, and new episodes will be released weekly on YouTube and the Bluey website.

# How families can join in

• Visit mural locations for themed outdoor games and events.
• Use the Bluey website hub to download activities and play guides.
• Take the interactive quiz to find a personalized set of play recommendations.
• Watch weekly Bluey Book Reads episodes on YouTube and the Bluey site.

# What this means for stakeholders

For local organizers and licensors: public murals paired with branded digital content provide experiential marketing opportunities and local engagement moments. For parents and caregivers: the campaign packages simple, accessible ways to introduce short play activities into routines. For partners: integrations with platforms like Spotify and Citymapper offer context-aware promotion and the chance to embed play prompts into daily touchpoints.

# Where to find more

BBC Studios directs families and interested parties to bluey.tv/theblueyway for campaign details, downloadable materials and the interactive quiz. The Bluey YouTube channel and Bluey website host the Bluey Book Reads episodes.

# Bottom line

Play the Bluey Way combines public art, local events, an online resource hub, brand collaborations and an established web series to encourage small, frequent moments of family play. The campaign uses familiar characters and multiple channels to reach families where they are, offering both in-person and at-home options for play.