Convention - New York Toy Fair 2025: LEGO and BBC Studios Unveil Exciting Bluey Playsets in New York City

By Mulder, 01 march 2025

Toy Fair 2025 in New York City has once again set the stage for groundbreaking toy releases, and this year, one of the most highly anticipated announcements comes from LEGO and BBC Studios. The two entertainment giants have teamed up to introduce an exciting new range of LEGO playsets based on the beloved animated series Bluey. For the first time ever, Bluey, her family, and the colorful world of the Heeler household are being brought to life in LEGO form, capturing the imagination of children and families alike. This collaboration marks a significant moment in the evolution of the Bluey brand, as the show continues its meteoric rise in popularity across the globe.

The new LEGO Bluey playsets, aimed at children aged 2-5, are set to launch on June 1, 2025, and include six different products that span both the LEGO DUPLO and LEGO 4+ ranges. This expansion ensures that children at various developmental stages can engage with the characters and settings from the show in creative, interactive ways. Bluey, the spirited Blue Heeler pup who has captivated millions of viewers, was officially the most-watched series on streaming platforms in the U.S. in 2024, available through Disney+. The show also maintains a strong foothold in other markets, particularly in Australia and the UK, solidifying its reputation as a modern family favorite.

The partnership between LEGO and BBC Studios focuses on fostering creativity, emotional intelligence, and problem-solving skills through play. By incorporating Bluey's storytelling, humor, and playfulness into the world of LEGO bricks, the collaboration delivers an experience that is both entertaining and educational. The introduction of Bluey into both the LEGO 4+ and LEGO DUPLO collections demonstrates the broad appeal of the character and the intention to create play experiences that span multiple age groups. These playsets encourage imaginative storytelling and hands-on exploration, offering children and families endless opportunities to recreate memorable moments from the series or invent new adventures of their own.

Roberta Cardazzo, Design Manager for LEGO DUPLO Bluey, expressed enthusiasm about the launch, emphasizing how the sets embrace the essence of Bluey’s world. "We are over the moon to bring the fun of Bluey to life with our new LEGO 4+ and LEGO DUPLO sets. Just like Bluey and her family, these sets are all about having 'Heaps of Fun' and encouraging children and families to explore their creativity and imagination, all while learning through play. We hope families everywhere will enjoy building and playing together, creating their own memorable adventures!" Likewise, Suzy Lee Raia, SVP of Global Consumer Products at BBC Studios, highlighted the significance of Bluey becoming the first intellectual property (IP) to be developed into both LEGO DUPLO and LEGO 4+ ranges, a testament to the series’ widespread appeal. With 154 episodes and an additional 20 "Minisodes," the show offers a rich well of inspiration for children to reenact their favorite moments and discover new possibilities through LEGO’s versatile building system.

The LEGO Bluey lineup includes a diverse selection of playsets designed to cater to different play styles and developmental needs. For toddlers, LEGO DUPLO (10458) Ice Cream Trip with Bluey presents an immersive role-playing experience, allowing children to recreate the excitement of sharing a treat with family. Featuring figures of Bluey and her father, Bandit, along with their family car, this set emphasizes social interaction and emotional development through imaginative storytelling. Another standout in the LEGO DUPLO collection is Bluey’s Family House with Memory Game (10459), designed for ages 3 and up. This set not only allows children to construct the Heeler Family House but also includes two interactive memory games that enhance cognitive skills and problem-solving abilities. With figures of Bluey, Bingo, and their mother Chilli, the playset provides an engaging and educational experience that extends beyond simple construction.

For older children, LEGO has created four 4+ sets that build upon the same themes of creative play and storytelling. The LEGO 4+ (11203) Bluey’s Family House is a fully modular playhouse packed with recognizable features and accessories from the show. This set includes all four members of the Heeler family—Bluey, Bingo, Bandit, and Chilli—along with fun Easter eggs from the series such as the muddy pizza, keep-uppy balloon, pavlova dessert, and the long dog. Another exciting release, LEGO 4+ (11202) Bluey’s Beach & Family Car Trip, invites children to explore the joys of a day at the beach with figures of Bluey, Bingo, and Chilli. With all the essentials for a relaxing seaside adventure, including snacks, refreshments, and the iconic Heeler family car, this set encourages role-playing scenarios rooted in the everyday experiences depicted in the show.

Further expanding the lineup, LEGO 4+ (11201) Playground Fun with Bluey and Chloe brings a lively playground setting to life with a slide, jungle gym, rotating pelican ride, and the fan-favorite pink seesaw. Featuring minifigures of Bluey and her best friend Chloe, this set is designed to celebrate friendship, cooperation, and outdoor play. Rounding out the collection is LEGO 4+ (30687) Bluey Tea Party Recruitment bag, a charming small-scale playset that includes Bluey and Chattermax minifigures, a teapot, cups, cupcakes, and a red toadstool seat for delightful tea party role-play.

The excitement surrounding LEGO Bluey doesn’t stop with the physical playsets. In addition to these highly anticipated releases, LEGO has also announced the upcoming launch of the LEGO Bluey mobile app. Developed and published by StoryToys, the app aims to provide a digital play experience that aligns with the themes and values of the animated series. Designed for children aged 2 to 7, the app incorporates characters, builds, and props from the LEGO Bluey collection while offering creative building challenges and role-playing activities. Pre-orders for the app will be available soon, ensuring that young fans can continue their Bluey-inspired adventures in both physical and digital spaces.

With Toy Fair 2025 serving as the backdrop for this groundbreaking collaboration, LEGO and BBC Studios have successfully created a bridge between beloved storytelling and hands-on play. As the LEGO Bluey sets prepare to hit shelves worldwide on June 1, 2025, families can look forward to countless hours of creative exploration, emotional learning, and, most importantly, heaps of fun. This partnership reinforces the lasting impact of Bluey as a cultural phenomenon while further cementing LEGO’s reputation for delivering high-quality, engaging play experiences that inspire children’s imagination and development. For more details on the LEGO Bluey collection and future updates, visit www.LEGO.com/Bluey.

(Source : press release)