Bluey launches new global campaign to get families playing together

Bluey’s new Play The Bluey Way campaign is encouraging families to find more time for play, connection and fun, both indoors and out.

The Bluey family under a tree

Bluey

Published: September 8, 2026 at 11:05 AM

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BBC Studios has launched a new global Bluey campaign designed to encourage families to make more time for play, connection and fun.

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Called Play The Bluey Way, the campaign will bring Bluey-inspired activities to families through real-world events, digital experiences, creator partnerships and brand collaborations.

For parents who sometimes feel there simply aren’t enough hours in the day for imaginative play, the campaign aims to offer accessible ideas that can be fitted into everyday family life.

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What is Play The Bluey Way?

At the heart of the campaign is a series of colourful murals inspired by memorable moments of play from Bluey.

The first murals have been unveiled at Wittonga Park in Brisbane, the setting of the Bluey episode Cricket. Created by artist Jordan Bruce using artwork developed by Kate Derrick and Jemma Bayley at Ludo Studio, the murals are designed to encourage families to head outdoors and play together.

More murals are planned for locations around the world, including the Washington D.C. area in the US, São Paulo in Brazil and Bristol in the UK.

The murals will also act as the centrepiece for local activations, where families can take part in games and activities inspired by moments from the much-loved series.

Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios, said the campaign recognises some of the everyday barriers parents can face when it comes to finding time for play.

Modern family life is full of barriers to play; work, school, expense and general exhaustion, which means parents like me often feel they don’t have the time, energy or ideas to play with their kids as much as they would like to.

Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios

Owen said the campaign is intended to celebrate opportunities for families to play together, whatever their circumstances.

There will be plenty of ways to play at home, too

Families won't need to visit one of the murals to get involved. A dedicated hub at Bluey.tv/theblueyway/ will offer downloadable activities, games, play inspiration and updates from the campaign.

The hub will also include an interactive quiz designed to help families explore their own play habits.

The personalised experience, which launches later this month, will offer surprises from favourite Bluey episodes, game recommendations and personalised shareables, allowing families to discover and share their own play personality.

Bluey Book Reads is also returning

For families who prefer a quieter way to spend time together, the third series of Bluey Book Reads launches on 8 September.

The 10-part series features Bluey fans reading some of the brand's popular storybooks, with each episode lasting around five minutes.

The new series will be available on the official Bluey YouTube channel and Bluey.tv, giving families another way to combine storytelling, connection and play.

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The wider Play The Bluey Way campaign will also include collaborations with partners including Citymapper and Spotify, bringing Bluey-inspired opportunities for play and discovery into everyday routines.

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