The Billion Dollar War for "Bluey"
The smash hit TV show, "Bluey", has taken the world by storm, breaking records and generating eye-watering levels of cash. Let's take a look at how we got here and what the future may hold.
The world of kids television has long been dominated by the likes of Disney and Nickelodeon with their huge catalogues of iconic kids content.
That is, until now.
In recent years an animated puppy from Australia called ‘Bluey’ has taken the world by storm. And it’s not just popular with kids, as parents the world over are reportedly loving it. One study even found that ‘stressed, child-free adults’ have been turning to the show for comfort.
All this popularity has generated a crazy amount of money with the ‘Bluey’ brand now worth an estimated $2 billion.
But how did we get here?
The Birth of Bluey
Our story begins with Joe Brumm, an animator who once worked on the beloved British children's show, Peppa Pig. After some time in the UK, Brumm decided to return to his homeland of Queensland, Australia, to raise his family. It was here that inspiration struck. Drawing from his experiences as a father raising two young daughters, Brumm envisioned a new kind of children's show—one that would resonate not only with kids but with parents and adults too.
In 2017, Brumm created a one-minute pilot for a show called Bluey. It featured a loveable blue heeler puppy named Bluey, navigating the ups and downs of modern parenting and family life. This little pilot caught the attention of Ludo Studio, a small Brisbane-based production company. They saw potential in Bluey and decided to take a chance on Brumm’s creation, giving him $13,000 to produce the first episode.
Bluey begins to take off
With the backing of Ludo Studio, Joe went to work. The first episode of Bluey was a hit, capturing the hearts of viewers with its charming characters and relatable stories. But this was just the beginning. The Australian Broadcasting Corporation (ABC) soon came on board, seeing the potential for Bluey to become something special. They invested $6 million for the first season, alongside BBC Studios, which handled distribution and merchandising rights.
When Bluey premiered in Australia, it quickly became one of the most-watched series in the country. Within seven months, it had amassed 75 million plays—a staggering number for a nation of just 25 million people. The success was undeniable, and a second season was greenlit almost immediately.
Here comes the mouse
Seeing Bluey's meteoric rise, the big players in the entertainment industry began circling like sharks. It wasn't long before Disney pulled out its massive wallet and made its move, securing the rights to air Bluey in every market except Australia, New Zealand, and China. In 2019, Bluey made its debut on Disney Junior, marking its first real exposure to the international audience.
Around the same time, the world was hit by the COVID-19 pandemic. With families stuck at home and in dire need of wholesome entertainment, Bluey became a beacon of joy. The simultaneous launch of Disney+ only amplified Bluey's reach, making it accessible to millions more viewers. The combination of a global pandemic and a brand-new streaming platform turned Bluey into a massive hit almost overnight.
Disney has a tantrum
Despite its runaway success, Disney was initially hesitant to promote Bluey.
The reason? Jealousy.
You see, Disney is the self-proclaimed king of kids TV. It’s kind of their whole thing and so for them to be outdone by a single guy from Australia was rather embarrassing. Thankfully the executives at Disney are grown adults who don’t let such irrational emotions get in the way of business decisions.
Just kidding. They refused to promote it initially, instead opting to focus on pushing their in-house content like The Mandalorian and Loki. However, Bluey's undeniable charm couldn't be ignored for long. As more and more families discovered the show, its popularity soared and Disney was forced to start promoting it more.
You might be wondering, what is it about this cartoon that makes it so damn popular?
Well, the answer is quite simple; its universal appeal.
While it's undeniably a children's show, Bluey tackles themes that resonate with adults too. Parenting, family dynamics, and the everyday struggles of life are portrayed with such warmth and humour that viewers of all ages find something to love.
However, Bluey's rise wasn't without its bumps. Disney, in its attempt to make the show more palatable for a global audience, started editing out certain jokes and scenes. Brumm, fiercely protective of his creation, pushed back, insisting that the show's integrity be maintained.
As Brumm put it, "The beauty of Bluey lies in its authenticity and relatability. We weren’t going to let anyone water that down." Given that he had full creative control, Disney eventually relented, restoring the original content and allowing Bluey to continue unaltered.
A cultural phenomenon
As Bluey's popularity grew, so did its cultural impact. In 2022, Bluey was featured in the Macy's Thanksgiving Day Parade in New York City—a significant milestone that introduced the show to even more viewers. It was now clear that it had become a cultural phenomenon.
And the show's influence extended beyond just television. Bluey merchandise began flying off the shelves, significantly contributing to a record $2.7 billion in yearly revenue for BBC Studios.
For Disney, Bluey became a key driver of subscriptions to Disney+, with 29% of all streams on the platform attributed to the show. And to think they initially neglected it out of jealousy. At this point, Bluey had transcended its humble beginnings and was now a powerhouse in the entertainment world.
Brumm’s creative dilemma
However, amidst all this success and adoration, Brumm found himself at a crossroads. Bluey is based on his personal experiences with his own daughters, but as they grow older, he has begun struggling to find new stories to tell. Additionally, the child actors who voiced the characters are growing up, making it challenging to maintain the show's authenticity.
In interviews, Brumm has expressed uncertainty about the future of Bluey. He has considered stepping away, potentially ending the show on a high note rather than compromising its quality. Understandably, fans of the show have been left devastated at the prospect of no more Bluey meanwhile Disney executives are having a meltdown.
The corporate tug-of-war
With Bluey's immense value—estimated at around $2 billion—it's no surprise that Disney is eager to secure its future. Rumours abound of Disney making a massive deal to gain full control over Bluey, much like their acquisition of Lucasfilm and the Star Wars franchise. Such a deal would likely come with significant stipulations, ensuring that Brumm remains involved, at least in some capacity, to maintain the show's creative integrity.
However, if Brumm truly decides to step away, it could spell trouble for Bluey's future. The fear is that without his personal touch, the show's quality could decline, alienating its dedicated fanbase. It's a delicate balance between preserving the magic of Bluey and expanding its reach to new heights.
The Future of Bluey
As we stand on the cusp of Bluey's next chapter, one thing is clear: the show has left a permanent mark on the world. Its heartfelt stories, relatable characters, and universal themes have resonated with millions, making it a beloved fixture in homes around the globe.
Only time will tell whether Bluey continues its meteoric rise but one thing is for certain, watching the entire Disney+ platform get propped up by an independently-created kids show from Australia has been wildly entertaining.
So, here's to Bluey, the little blue dog that could. May her adventures continue to inspire and entertain for years to come.