What’s Up with Bluey at Disney World?
Bluey is the most popular Disney+ streaming show, and is a cultural phenomenon among families with kids. This leads many parents to wonder where at Walt Disney World their kids can ride a Bluey attraction, experience a show or dance party or meet & hug the adorable heeler pups. (Updated December 17, 2024.)
Well…about that. While it’s true that Bluey is the most popular show on Disney+, it is not Disney’s. Bluey is a morass of rights, but the bottom line is that Bluey is controlled and produced by Ludo Studio, and funded by the Australian Broadcasting Corp., BBC Studios, and local government agencies.
Disney licensed Bluey before it became a huge hit as a way to round out the limited lineup on its nascent Disney+ streaming service in 2019. Unfortunately, Disney does not have the theme park rights to Bluey, and as such, the characters do not appear at Walt Disney World, Disneyland, or any of the international parks. If all you want is the short answer of the titular question, it’s nothing. But as you might’ve guessed, there’s more to the story…
December 17, 2024 Update: BBC Studios and The Walt Disney Company today announced the first-ever animated feature film for Bluey, the award-winning animated series. The new deal sees Disney acquiring the global theatrical rights for the film, which will land in cinemas in 2027 under the Disney banner. Following the global theatrical release, it will stream on Disney+.
Written and directed by Bluey creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. Delivering the same charm and humor that made the television series a global phenomenon, the movie will continue the adventures of Bluey, a loveable, inexhaustible, blue heeler dog, who lives with her Mum, Dad and her little sister, Bingo.
We’re mentioning this because one of the bigger points against Disney acquiring theme park rights to Bluey was its staying power and longevity as the series itself winds down. There also have been questions about whether the creator would want to partner with Disney for future projects. With a Disney-distributed Bluey movie coming out in 2027, this should put both of those concerns to rest. As discussed below, it would behoove Walt Disney World to have a Bluey offering sooner rather than later–and definitely before the first movie comes out in 2027!
As mentioned above, Bluey is a cultural phenomenon. It’s an international generational hit, popular not just in Australia and the United States, but pretty much everywhere. In China, Bluey’s third season has been viewed 100 million times since it appeared on iQiyi, the country’s Netflix.
Americans watched 731 million hours of Bluey last year. It wasn’t just the most watched kids’ show in the United States last year, Bluey was the second most streamed show after Suits, which benefits from a longer format, way more episodes, and being on multiple streaming services. In fact, Bluey accounts for roughly 30% of total TV show views on Disney+ (meaning it’s not competing with Moana, Encanto, Frozen or other movies).
Those who are already familiar with Bluey need no explanation of the show’s popularity. If your kids are hooked on it, you are likely hooked on it. Bluey is all-consuming and omnipresent. But if you’ve only heard about Bluey in passing, the basic gist of the show is that it revolves around the daily lives of the Heeler family, consisting of 7-year-old Bluey and her (yes, Bluey is a girl–just like Kevin from Up!) younger sister, Bingo, as well as their parents Bandit and Chilli.
It’s hard to articulate what, exactly, Bluey is. It’s kind of like Modern Family but for small children, with the sensibilities of Sesame Street and Studio Ghibli. That is an undoubtedly terrible explanation, so I’d simply advise you–as someone else did for me–to take ~8 minutes of your time and watch “Sleepytime.” That’ll do a better job than I could fumbling for an explanation with another thousand words or whatever.
“Sleepytime” was my first exposure to Bluey, and with that, it instantly clicked for me. Bluey isn’t the usual obnoxious children’s programming. It’s more like the television version of Calvin & Hobbes. It’s as much for parents as it is kids–perhaps more so–and guides everyone through the journey of childhood and parenthood all at once.
The bottom line, and point of all this, is that Bluey is not simply the flavor of the week in kid’s television. It’s the rare show that has managed to capture lightning in a bottle, and the collective attention and imaginations of its audience. Bluey is more like Game of Thrones, The Office, Friends, or Seinfeld in this regard. Obviously, very different styles of shows–but similarly popular.
This is all relevant because it means that, unlike a flash-in-the-pan hit on Disney Jr., Bluey is different. It will almost certainly be enduring. And given Disney’s affinity for acquisitions, it’s only a matter of time before Bluey gets bought or, at the very least, the company obtains the theme park rights to the franchise.
Speaking of which, a source familiar with Disney’s original Bluey deal in 2019 told Bloomberg that the company’s consumer products division had the chance at the time to license the show’s merchandising and theme park rights from BBC Studios, but Disney opted to pass on them. (Perhaps Disney negotiated with GOB, who managed to maintain theme park rights to Mr. Bananagrabber, Baby Bananagrabber, and any other Bananagrabber family character that might emanate there from.)
That same report indicates that Disney now regrets passing on theme park rights to Bluey. Because, obviously they do. Disney bought the rights to Bluey before it became a massive hit–it’s fair to say passing over theme park rights was shortsighted. At least, with the benefit of hindsight. If this blog is getting questions about Bluey at Walt Disney World, you can only imagine how inundated Disney is with these inquiries. Kids don’t understand IP rights–they just know they watch Bluey on Disney+, therefore, it is Disney. It’s sound logic!
In that same Bloomberg report, Disney declined to comment on whether the company has explored attempting to buy Bluey. No comment is necessary, though. Disney CEO Bob Iger loves acquisitions, and has continued down that path even as the company has had financial woes. There’s no way they haven’t tried to buy Bluey.
Regardless of whether or not Bluey is acquired outright by the Walt Disney Company, it’s only a matter of time before those passed-over theme park rights are acquired. As the $2 billion empire continues to grow, Bluey merchandise is becoming more ubiquitous, and its collective rightholders are dipping their feet into interactive experiences in the form of pop-up locations around the world.
The biggest of these is Bluey’s World, a guided immersive experience at the Northshore Pavilion in Brisbane, Queensland. Bluey’s World will offer a more permanent place to explore the Heeler family’s iconic Queenslander home, backyard and beyond – in real life!
Explore multiple rooms and play games from Bluey, as you embark on an interactive adventure with your guide through the vibrant and playful world of Bluey. This expansive, multi-sensory experience features real-life sets, recognisable scenes, and beloved characters and games from hit-show Bluey.
It seems inevitable that Bluey will continue to expand on these experiences, and Walt Disney World is a logical next step for a number of reasons. First and foremost is that Disney really needs this type of a win. We’ve been discussing ways that Walt Disney World can “compete” with Epic Universe, which is Universal Orlando’s new theme park that opens in 2025. Spoiler alert: there isn’t a whole lot that matches a brand-new theme park in scale, scope, or potential popularity.
The list contains a lot of little things and entertainment offerings that are achievable on a shorter timeline, along with hail marys like a Taylor Swift ride overlay of Rock ‘n’ Roller Coaster. Much like that, a substantive Bluey offering would resonate deeply with a particular, passionate audience.
Suffice to say, Bluey is one of the very few things that wouldn’t necessarily compete with Epic Universe, but would generate a massive amount of buzz and have huge drawing popular for Walt Disney World in what will otherwise be a rough couple of years in 2025-2026.
As for what we could expect to see in such a theoretical scenario where Walt Disney World is able to use Bluey, something like the Bluey’s World walk-through actually makes a ton of sense. Imagineering used to be temporary exhibits like this with quick turnaround times–it’s precisely how Magic Kingdom ended up with the various permutations of Toontown (RIP) in the first place.
Other realistic options include something temporary back in Animation Courtyard at Disney’s Hollywood Studios (there’s a lot of unused space, and even if Monstropolis goes back here, this area could stay open for another year or longer), a cavalcade at Disney’s Hollywood Studios, or integration into World Celebration at EPCOT (remember, Bluey is Australian, so it’s sorta worldly!).
Disney’s Hollywood Studios is the most logical landing location for Bluey, but logic may not dictate where the characters end up. Need could. Unless Walt Disney World has something up its sleeve for 2025, the park most in need of an attendance boost will be Animal Kingdom. About the only place I wouldn’t expect the characters is Magic Kingdom, as they simply aren’t needed there.
Ultimately, it’ll be interesting to see where Bluey ends up landing at Walt Disney World. Or if the show’s characters come to the parks at all. As you’ve probably gathered, my perspective is that this is a matter of “when” and not “if.” Disney already regrets passing on the theme park rights to Bluey, Bob Iger loves synergy and acquisitions, Bluey’s current rightsholders are obviously open to immersive experiences, and Walt Disney World needs a near-term shot in the arm. The stars are aligned, and it’s too perfect of a fit for it to not happen.
Then again, perhaps this is wishful thinking on my part as the father to a toddler who will be Bluey age soon. I’ve seen other children’s televisions shows (for research), and they are not good. To the contrary, most are very bad. Loud, obnoxious, chaotic, and uninteresting. It’s no wonder kids have behavioral and attention issues when they’re watching crap like CoComelon. But that’s well beyond the scope of this post. The bottom line is that Bluey is actually worthwhile, and I’m selfishly hopeful that the show’s characters appear at Walt Disney World in the next few years.
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YOUR THOUGHTS
What do you think about Bluey coming to Walt Disney World? Does the Heeler family deserve a presence in the parks? Think Bluey entertainment or characters would be good additions in Hollywood Studios, EPCOT, or Animal Kingdom? Hopeful that Bluey, Bingo, Bandit and other characters are added to entertainment or as meet & greets ASAP? Do you agree or disagree with our commentary? Any questions we can help you answer? Hearing your feedback–even when you disagree with us–is both interesting to us and helpful to other readers, so please share your thoughts below in the comments!
Look it’s just a bunch of monkeys singing songs, mate. Don’t try to think too hard about it.
I wouldn’t spend a lot of money acquiring some rights to broadcast a show without a basic “parks right option” just in case it gets huge like *Bluey* did … but I went to WDW just to get a whole bunch of pictures of a blue box that’s smaller on the outside, so I’m a bit biased on the matter.
My 3 granddaughters absolutely LOVE Bluey and would insist on a trip to WDW if it gave them a chance to meet Bluey!!
Loooook, a sssssseagull! *Grabs banana*
I’m from Brazil and here Bluey is a phenomenon. My 7-year-old daughter loves it and we’ve watched the episodes MANY times.
As a 20 something-year old adult, I had heard of the cultural phenomenon that was Bluey years ago. It wasn’t until last year on a Disney Cruise though that I decided to give it a watch. I instantly loved it and I can see why it’s not just for kids. I would love for it to have representation in the parks, I just don’t want its writing style to ever change.
“I just don’t want its writing style to ever change.”
Agreed. For this reason alone, I’d rather Disney just licenses the theme park rights as opposed to acquiring Bluey outright.
I still believe Disney has the ability to produce powerful, heartwarming, and emotional content. But their output has been incredibly uneven the last few years, and Bluey has a distinct ‘auteur’ voice. Don’t fix what isn’t broken.
100% !! That was a great point and a great comment.
I actually discovered the show and initially got my kids into it 3-4 years it by hearing about it through a TV critic/review podcast in which someone named it as one of the best-written shows on TV, of any genre.
This is actually rather interesting though – by Disney missing out on getting the rest of the rights early on, I wonder if there’s some concern that it’s too late at this point. With how much more it costs now, not because of the cost itself, but because of the longevity potential, or problems with it. I agree that this show is different and would have real staying power because of its quality and just how much it’s loved by more than just little kids.
However, I’m sure the question is being asked as to what happens if there stops being new shows? Would the licensing of the show into parks and continuing the interactive, real-world content, be enough to keep the show alive without new episodes? There are several concerns already with how long the show will last.
One is that the creator of the show has tight control over every episode, but he has apparently acknowledged that he’s being spread too thin and would have to turn over some of the work to others. How would this affect the show?
Two, and potentially more importantly, there have been rumors for several years that the show may end once the child voice actors, particularly the one who voices Bluey, gets too old to do so any more (when her voice changes). The show has already kept her identity a secret to protect her, and there has been mention over the last couple years that the show may end soon. There was real concern (angst) online leading up to the special, long episode this summer, that it might be the last one. They’ve said there will be more Bluey, but it’s believed work hasn’t started yet on the next season and they’ve acknowledged needing to take a break to “recoup.”
I wonder to what degree, if any, this factors into the decisions to acquire additional rights, especially given how much more expensive those rights are now that the show is so popular.
These are all excellent points.
To be clear, I’m not suggesting that Walt Disney World build a ride or anything permanent. Even if they had reasonable assurances about all of your concerns, I just don’t see that happening.
What I do think makes a tremendous amount of success is using Bluey as a near-term stopgap. Walt Disney World has absolutely no new rides opening between now and 2027, and the only thing with any drawing power (that we know about) during that timeframe is Starlight Parade.
Bluey could be another marketable thing, taking over space temporarily in Animation Courtyard–or wherever. I don’t think that is particularly far-fetched. It wasn’t too long ago that they did pretty much the exact same thing with American Idol after its popularity had peaked.
Thanks again for a great post. I hope Dinosaur Train is on your radar. One of the most enjoyable and educational shows for toddlers/preschoolers ever.
It is now!
The show title sold me on it alone. Two of the world’s greatest things combined? Sign me up!
Dinosaur Train started as a book over 20 years ago, one of my now-in-college son’s favorites, I’ll have to check out the show! Get the book, too, Tom!
I know it’s on Disney+, but I hope to the Good Lord that Disney DOES NOT acquire Bluey. To us (family of 5 with three kids 15, 10, 8) the precise thing we love about Bluey is it is 100%, unapologetic pro-family and they keep the politics of current cultural hotpoints OUT of the show by making sure the kids stay kids. My fear is that Disney would buy it and the geniuses behind Lightyear, Strange Worlds, Wish, and the like would try to inject their personal politics or overly cautious boardroom behavior into it. (See how “Family Meeting” was banned by Disney+ for months because it was an episode about who farted when). I just have no faith that the current creative people in Disney have much ability to play to the realistic family dynamics that are captured in Bluey on a episode to episode basis. Would I love to watch my kids go into Bluey’s house at WDW and get chased by Bandit during a simulated game of Raiders or a Janet and Rita’s Wild Ride? Yes. Do I want to see Bluey get overly marketed into a controversial cultural position just to fill some virtue signal quota? Nope.
Yes! Bluey is amazing! Even my teenager wears a Bluey t-shirt. I don’t want it turned into anything other than what it is. It is wholesome and funny and unlike anything else on TV. It would be wonderful if people in charge of making children’s programs took note of Bluey’s popularity and made shows where the characters don’t act like brats and stir up drama. People are seeking the kindness and respectful resolution of problems depicted on Bluey.
It’s the best kids show my children have ever watched. And it didn’t come out until after my kids were past the target demographic.
I completely agree! They’ve already changed the shows content, unnecessarily. To quote one of my favorite podcasters “Horses poop kids!” I hate to think of what they would do. The show is absolute perfection.
it wasn’t just Disney that “banned” family meeting but it’s our country’s standards and practices. by having the word*fart* I believe it pushes the episode out of the TV Y rating and into TV Y7 which makes it less accessible to audiences. I could be wrong but I believe that is what I read. thus why it’s called *fluffy* which has now become our families word for farts.
Tom, trust me on this: watch the Baby Race episode (keep Kleenexes on hand).
I’ll keep that one in mind, but for now, I’m not watching anything else until Megatron is of age that screen time is appropriate. We’ll watch them all together then, I’m sure!
thanks Tom,.. since I trust your judgement, gave it a look and after mere minutes, understood, and now we will be bringing the show into our little ones lives,..
I half wonder if bluey could end up at Universal.
1 Between Disney and Universal, Universal has been far more willing to invest in other company’s IP for their own theme parks.
2 there has been speculation that the island of adventure and Studios would refresh some of their lands. Specifically thinking of the Simpsons area (which expires in 2028) and Toon Lagoon.
3 universal has been trying to appeal to younger kids to compete more with Disney
4 disneys next five years is already booked.
Bluey is an absolutely BEAUTIFUL show that touches on so, so many ”adult” topics (infertility, death, gratitude, marital arguments, military deployments, and more!) in caring and consistently tearjerking ways. I am so glad I had kids in this era of Bluey. The show brings me great joy. If you have not seen this show, please check it out ASAP. My favorite episode lately is Cricket from Season 3 *sob*
Bluey is absolutely charming. I hope to see the Bluey and Bingo meet from D23 at Disneyland.
As for kids tv in general, there are a few shows that are fun and charming. PBS Kids has quite a few and Sesame Street is always reliable. Pluto TV has a 24 hr Mr. Rogers channel that is great for calming down a toddler that woke up in the middle of the night. I really love The Backyardigans with the different style of music in each episode and the focus on imaginative play. That isn’t the newest show, but is available along with a bunch of other Nick Jr shows on Paramount+. But eventually they WILL want to watch Paw Patrol or something else along those lines. You learn to find something to enjoy about it.(Cute dogs being cute) Then try and get them to switch to doing something else before you go insane.
I had NEVER heard of Bluey until now. I guess because I’m 29 and don’t have any toddlers/kids in my life, nor do I have Disney+. I’ve become a little familiar with various new Disney IP through the parks (haven’t seen any of the new movies/shows) but since this one isn’t at the parks it wasn’t on my radar at all. Sounds interesting how much of a phenomenon it is and I’m shocked Disney passed over theme park rights for it when they had the chance!
We first encountered Bluey when we turned the TV on after a day in the parks at Disney World a couple years ago and we have been absolutely hooked ever since. How can a cartoon about dogs teach a valuable life lesson, make you cry, and make you laugh hysterically all in just 8 minutes? Our son loves it and it’s a great show for kids but my wife and I watch it without him too. It’s just so good. A Bluey experience at Disney would be incredible!!!
That’s so funny! My first exposure to Bluey was at WDW! Our daughter had just turned 7, and kept talking about all her friends watching it back home. I finally gave in on one of our rest periods at the hotel, and I started to get hooked. Once we returned home, we watched them all! I get as excited to see new episodes as my daughter does (and she’s now 8.5 years old). My hubby even enjoys a Bluey episode from time to time, especially if it’s a parent-oriented one.
My children have been watching Bluey since it hit Disney Plus, and at ages 8 and 10, they STILL love it, and we parents love it too. (Some of the episodes get me right in the emotions). For an added bonus, we love how our daughter has taken to calling shopping carts “trolleys” and tells the dog to stop being so “cheeky” when he barks at the Amazon driver. It’s cute.
So pleased that a few of our Australian sayings have made it into your family
we met Bluey and Bingo at our local minor league baseball park this summer at a game. the line was unbelievable. we were smart and lined up immediately after gates opened, so only waited about 30 minutes until it began, but anyone who waited to get in line had a wait of multiple hours.
I believe it!
The crowds for Bluey and Bingo were absolutely INSANE at D23 Expo. Not trying to grasp at straws, but I also think it’s notable that Bluey characters were at D23. This likely had to be negotiated and makes me wonder if it was a test to gauge demand for the parks. If so, Bluey and Bingo passed with flying colors. This was one of the most in-demand experiences at D23.
If Bluey comes to the parks I expect the same level of fervor (and wait times) as when Anna and Elsa first showed up. 4 hours+ wouldn’t shock me at all.