What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 77% → 86% | +9pp |
| Consideration | 69% → 76% | +7pp |
| Investigation | 51% → 58% | +7pp |
| Claimed Usage | 58% → 68% | +10pp |
What's behind the growth
Bluey's brand is everywhere right now: live shows, retail tie-ins and screen wins. In Australia, Bluey's World in Brisbane passed 500,000 visitors and had its run extended to February 2028.
BBC Studios' Bluey's Big Play stage tour officially kicked off on 30 December 2025 and has been touring nationally throughout 2026, and Coles ran an exclusive "Bluey Best Buys" range for three weeks in July and August 2026.
Bonds, Cotton On, Crocs, Bunnings Warehouse and Adairs all expanded their existing Bluey ranges around the same time.
Globally, BBC Studios renewed its toy licence with Moose Toys ahead of the first Bluey movie, and Bluey won the International Emmy for Kids: Animation in November 2025.
It also took out Best Children's Program at the 2025 Logies, with ABC reporting 4.8 billion minutes watched on iview in 2025.
