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Bluey to expand presence in the Middle East in 2024

Bluey to expand presence in the Middle East in 2024

For the first time, the global TV sensation will be available to watch on free-to-air platform Spacetoon Kids, while the hit theatre show, Bluey’s Big Play The Stage Showwill makes its debut in Abu Dhabi following sell-out shows across the US and Australia. Bluey merchandise is also set to grow in the region following the appointment of Spacetoon International Agent as licensing representative.

Spacetoon Kids TV will air Season 1 of the hit TV series created and written by Joe Brumm and produced by the multiple Emmy® Award-winning Ludo Studio. 

The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.

Bluey showcases the joyful simplicity that can be found in families turning everyday events like going to the shops or visiting the doctor into unique adventures, bringing to life how children learn and grow through play.

The series is made by Ludo Studio and jointly commissioned by the Australian Broadcasting Corporation (ABC) and BBC Studios Kids & Family with BBC Studios owning international distribution and licensing rights outside Australia.

BBC Studios appointed Spacetoon International Agent as the licensing representative for Bluey, to oversee the expansion of the Bluey licensing programme in the Middle East. Spacetoon International Agent have just added Hollywoood Magic to the local roster of licensees, which will see Bluey apparel launch later next year.  Toy Pro will be launching musical toys and puzzles and the master toy line from Moose Toys is distributed locally by Playtrend Trading. 

Daisy Griffiths, BBC Studios Senior Licensing Executive EMEA, said: “We are delighted to partner with Spacetoon, working together to increase the presence of Bluey in the territory and grow Bluey’s fanbase in the Middle East in 2024. It is going to be an exciting year. The launch of the Bluey licensing programme marks a significant next step in the global expansion of Bluey following huge success across multiple regions including North and South America, UK, Europe and Australia/New Zealand.” 

Bluey’s Big Play is a brand new theatrical adaptation of the television series and will make its Middle East debut in Abu Dhabi from August 30 2024 at the Etihad Arena. With an original story by Bluey creator Joe Brumm and new music by Bluey composer, Joff Bush, audiences of all ages will get to see Bluey, her younger sister Bingo and Mum and Dad as they’ve never seen them before, featuring brilliantly created puppets, live actors, and iconic sets. 

It features original voices from the TV sensation, including the instantly recognisable voices of Dave McCormack and Melanie Zanetti as Bandit and Chilli Heeler, while the larger-than-life puppets are commanded by the stage show’s talented cast.

Bluey’s Big Play is produced by Andrew Kay and Theory Eleven with Windmill Theatre Co for BBC Studios. 

Tickets will go on sale on 23 November 2023.  For more information and presale tickets for Bluey fans visit

Sia Farr, Managing Director at Theory Eleven Entertainment, said: “We are thrilled to bring Bluey’s Big Play to Yas Island, Abu Dhabi. Another world-class entertainment show, Bluey’s heart-warming and relatable stories make it a perfect addition to our line-up of family-friendly experiences.”

The stage show has enjoyed much success in Australia, where it premiered in Bluey’s hometown Brisbane and went on to perform 447 times across 65 venues, including the Sydney Opera House. The tour is currently in the US where it’s played at the Hulu Theatre at Madison Square Garden in New York, the Dolby Theatre in Los Angeles and the iconic Chicago Theatre. There is also an upcoming UK and Ireland premiere tour starting this December until summer 2024.

Since bursting on to TV screens in Australia in 2018, Bluey has enjoyed a plethora of critical success at home and abroad, recently winning a 2022 BAFTA Children & Young People Award in the International category and picking up its consecutive fourth AACTA Best Children’s Programme award to add to an International Emmy and numerous awards for craft and production around the world.

The series streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Junior and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television. Disney+  has first-window broadcast rights for Bluey in the Middle East. In its native Australia, the show goes out on ABC. 

As special extended Bluey episode will premiere globally next year on Disney+ and ABC. ‘The Sign’ is an extra-long episode, with a run time of 28 minutes. It is penned by Bluey creator and writer Joe Brumm, directed by Richard Jeffery, and produced by Ludo Studio.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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