Bluey (2018 TV series)


Bluey is an Australian animated television series for preschool children that premiered on ABC Kids on 1 October 2018. The series was created by Joe Brumm with Queensland production group Ludo Studio. The series was co-commissioned by the Australian Broadcasting Corporation and the British Broadcasting Corporation, with BBC Studios holding global distribution and merchandising rights. The series made its premiere in the United States and the United Kingdom on Disney Junior and was released internationally on Disney+.
With the setting inspired by the city of Brisbane, the series follows an anthropomorphic six-year-old Blue Heeler puppy named Bluey, who is characterised by her abundance of energy, imagination and curiosity at the world. The young dog lives with her father, Bandit; mother, Chilli; and younger sister, Bingo, who regularly joins Bluey on adventures as the pair embark on imaginative play together. Overarching themes include the focus on family, growing up and Australian culture, with all of the characters representing a particular dog breed. The series was created and produced entirely in Australia, with investment from Screen Australia and Screen Queensland.
Bluey has received consistently high viewership in Australia, being recognised as the most watched program in the history of the video on demand and catch up TV service ABC iview. The program's production company has developed merchandise and managed the production of a stage show based on the series. Bluey won a Logie Award for Most Outstanding Children's Program in 2019, in addition to an AACTA Award, two awards from Screen Producers Australia, and an International Emmy Kids Award. It was also nominated for a Prix Jeunesse International Award and APRA Screen Music Award. Bluey was renewed for a second series in 2019, which premiered on 17 March 2020.

Characters

The child characters of Bluey are voiced by children of the program's production crew and are not credited as voice performers.

Main

Conception and creation

In July 2017, the Australian Broadcasting Corporation and the British Broadcasting Corporation co-commissioned Bluey as an animated series for preschool children to be developed by Queensland production company Ludo Studio. The production received funding from Screen Australia, with the setting of the series drawing upon the unique semi-tropical Queensland climate. Created by Joe Brumm, the series was inspired by his experience in raising two daughters. Brumm wanted to portray the importance of children participating in imaginative play, creating the title character Bluey as a Cattle Dog to give the series an Australian voice. Brumm had previously worked on children's programs in the United Kingdom and decided to create Bluey as a replica of the program Peppa Pig for an Australian audience. He conceived the idea independently in 2016, and produced a one-minute pilot through his company Studio Joho, with a small team in their spare time. Brumm approached Ludo Studio to develop the series; co-founders Charlie Aspinwall and Daley Pearson pitched the pilot at conferences such as MIPCOM in France. Brumm stated that the first pilot contained some "dangerous" character behaviours which drew the attention of studio executives. Pearson expressed that it was difficult to pitch the series as it wasn't high-concept; but rather "just a show about family and games".
The series was pitched at the Asian Animation Summit in Brisbane in 2016, and was noticed by ABC and BBC executives for having the unique tone that they were searching for. Michael Carrington of the ABC viewed the presentation and secured $20,000 of funding for the studio to produce a refined, seven-minute pilot. The new pilot was presented at the Asian Animation Summit in 2017. The two networks officially ordered 52 seven-minute episodes of Bluey, with BBC investing 30% of the funding and acquiring the global rights for distribution and merchandising. The series was produced entirely in Australia by a local team, many of whom were first-time animators from Brisbane. The program was announced to premiere in Australia on ABC Kids, followed by CBeebies.

Production

Writing

The stories featured in Bluey depict Bluey and Bingo engaging in imaginative play. Brumm wanted to show that self-directed and unstructured play is natural in shaping children and allowing them to develop. He consulted research based on socio-dramatic play, reading the works of Sara Smilansky and Vivian Paley, who both had backgrounds in early childhood education. The episodes show the parents as guides for their children, who allow them to explore their immediate surroundings independently, giving them opportunities to "practise adult roles". Brumm drew inspiration from watching his two children play, which he described was "as natural to them as breathing", and stated that the messages of Bluey are universal. His everyday occurrences provide him with ideas for scripts, many of which are based on his experiences playing with his daughters. The program's scripts show how children can use gameplay to learn lessons and integrate the world of adults into their own; Brumm noticed how his children would recreate interactions such as visits to the doctor, through roleplay. Pearson stated that gameplay represents children's first experiences of collaboration, cooperation, responsibility and emotions such as jealousy. Brumm discovered the importance of play-based learning after his daughter struggled with formal education, which led him to exclude elements of literacy and numeracy in Bluey and focus on the depiction of life skills. Brumm stated that he wanted the series to depict his experience as a parent rather than aim for children to be explicitly taught something. His creative aims were to make children laugh, and show parents what children can learn while engaged in play.
The characters of Bluey each represent a particular dog breed, some of which are drawn from Brumm's personal life. Brumm had a Blue Heeler named Bluey throughout his childhood, in addition to a Dalmatian named Chloe. Bandit is based on a Blue Heeler belonging to his father's friend. Bandit's career as an archaeologist was inspired by Brumm's older sibling Adam.
Brumm writes the majority of episode scripts, with Aspinwall labelling the series as an "observational" show, depicting Brumm's family life; and producer Sam Moor describing it as " life on screen". Brumm's process for writing begins with making notes about his family's experiences; including games his children play and the conflict that arises between them. For this reason, Brumm has described the process as a challenge for other writers on the series. Moor stated that there are few writers besides Brumm, mostly animators already working on the series. The program was designed to be a co-viewing experience for parents and their children to enjoy together. Brumm described the process of writing each episode as "a chance to make a short film". The conflict and humour in the episodes stems from Bandit's relationship with his daughters. Bluey has been described as "rough and tumble" by Pearson, with both her and Bingo being seen to subvert the stereotypes of female characters, but rather have the characteristics of real puppies. This has led to uninformed viewers questioning if the characters are boys or girls. Pearson has credited the decision of Bluey and Bingo being girls to resemble the real families of Brumm, Aspinwall and McCormack. Brumm has stated that the humour of the series also relies on physical activity and "craziness".

Storyboarding and animation

Bluey is animated in-house at Ludo Studio in Brisbane, in Fortitude Valley. The studio has been physically described as an open plan space with an industrial appeal, where approximately 50 people work on the series. Costa Kassab serves as the art director of the series, who has been credited to drawing the locations of the series which are based on real places in Brisbane, including parks and shopping centres. Brumm determines the specific locations which are to be included. Post-production of the series takes place externally in South Brisbane.
Approximately fifteen episodes of the series are developed by the studio at any one time across a range of production stages. After story ideas are conceived, the script-writing process takes place for up to two months. The episodes are then storyboarded by artists, who produce 500 to 800 drawings over three weeks while consulting the writer's script. After the storyboard is finished, a black and white animatic is produced, to which the dialogue recorded independently by voice artists is added. The episodes are then worked for four weeks by animators; including background artists, designers and layout teams. The entire production team views a near-completed episode of Bluey on a Friday. Pearson stated that over time, the viewings developed into "test screenings", with members of production bring their family, friends and children to watch the episode. The complete production process for an episode takes three months.
During the lockdown period of the 2019–20 coronavirus pandemic, the production staff of 50 were required to work on the episodes remotely from home. A skeleton crew of three remained working on the series at the studio. After restrictions eased in May, this number increased to ten and later 20. Fifteen episodes were delivered to commissioners during the lockdown period, including the 100th episode.

Casting

The series features David McCormack, from the band Custard, as the voice of Bluey's father, Bandit, who was initially approached to read "a couple of lines"; later voicing Bandit for the entire pilot. McCormack performs his voice work for the series remotely in Sydney, which is then sent to the production company in Brisbane. He stated that he does not hear any other voice actors or view footage while recording, and that he doesn't alter his own voice to produce Bandit's dialogue. Melanie Zanetti provides the voice of Bluey's mother, Chilli; she became interested in the series after reading the script for the pilot.
Brumm's mother, Chris Brumm, voices Nana Heeler, while his younger brother, Dan Brumm, voices Uncle Stripe, as well as working as a sound designer on the series. The child characters of the series, including Bluey and Bingo, are voiced by some of the children of the program's production crew.

Music

Joff Bush serves as one of the primary composers of Bluey, writing half of the soundtrack himself and leading a group of additional composers; including David Barber. Bush graduated from the Queensland Conservatorium, where he met Peterson, and before Bluey worked on series such as The Family Law and Australian Survivor. Bush has stated that each episode has its own unique musical style, and he likes to become involved in the episodes as they are scripted. Live instruments are regularly played for the recordings. Classical music is regularly used throughout the underscore, with pieces such as "Ode To Joy" and Mozart's "Rondo Alla Turca " being interpreted by composers. Bush composed the theme song for Bluey and was nominated for an APRA Screen Music Award in 2019 for the soundtrack of the episode "Teasing". The music for Bluey is licensed by Universal Music Publishing on behalf of BBC Worldwide Music Publishing.
It was reported that Bush was developing a music album for Bluey in July 2019.

Themes

The series explores themes such as the influence of a supportive family, with the relationships between Bluey, Bingo, Bandit and Chilli a central focus of the episodes. While the Heeler family are presented as a nuclear family, both adults are shown to be working parents; Bandit as an archaeologist and Chilli working part-time in airport security. The series depicts the realities of modern day fatherhood, with Bandit seen regularly doing housework and engaging in imaginative play with his children. Chilli's role as a mother is explored as she balances both work and family life. Both parents are shown to acknowledge and validate the emotions of their children, such as Bluey's distress after the death of a bird in the episode "Copycat". Bluey and Bingo are shown to navigate their sibling relationship throughout the episodes, learning how to work together, compromise and resolve conflicts. Episodes detail the family's contemporary domestic lifestyle, with the series being described as "social realism" that represents the working class. Characters are shown looking for lost toys and visiting the dump. The extended family and friends of the characters are also sporadically featured; including grandparents and neighbours.
Australian culture is also explored throughout the series, which is set in semi-tropical Queensland. The animation of architecture in the series is designed to reflect the typical residential designs of Brisbane; high-set suburban dwellings with characteristic verandas. Representations of Brisbane skylines and animals are also included. The locations of the series are based on real places in Brisbane, including parks and shopping centres. The characters speak with Australian accents in local and international airings. The series has a focus on the Australian sense of humour with dry wit frequently expressed through the dialogue. The characters are seen to explore the nature of Australia, such as the creek. Australian weather is explored in the episode "The Pool", in which the characters visit a backyard swimming pool on a summer day.
The series advocates the importance of play throughout childhood. Bluey and Bingo are the vehicle used to display this theme; the episode "Trampoline" features Bandit imploring Bluey to continue creating new games to play. The siblings engage in play-based activity during "mundane" activities such as visiting the doctor or going to the supermarket. The parents are shown to engage in the play with their children. Bluey and Bingo also engage in imaginative play with their friends; learning lessons such as the importance of following the rules. Pearson has stated that the characters experience emotions such as jealousy and regret through their gameplay.
The character of Jack is shown to have attention deficit issues. Through the general terms of the show's dialogue, Jack states that he "can't sit still or remember anything". Upon the online character announcement, parents praised the representation of children with attention deficit issues. Other themes featured in the series include lessons about the influence of technology, the economy and personal finance.

Episodes

The first series premiered in Australia on ABC Kids on 1 October 2018, with 26 episodes airing daily throughout October. The following 25 episodes of the series began airing on 1 April 2019. The final episode of the first series; a Christmas special, aired on 12 December 2019.
It was reported in March 2019 that production had begun on a second series of 52 episodes; the order was officially announced in May. The second series premiered on 17 March 2020, with the first 26 episodes airing daily, through April.
Brumm began planning episodes for a "theoretical" third series in April 2020, with preliminary discussions taking place between Brumm and the networks.

Release

Broadcast

In June 2019, the international broadcasting rights to Bluey were acquired by The Walt Disney Company, with plans to premiere on the Disney Junior television network and be distributed on the Disney+ streaming service, in all territories from late 2019. The distribution deal encompasses the first two series of the program. The series premiered on Disney Junior in the United States on 9 September 2019, and was followed by a debut in the United Kingdom on 28 October 2019. The series also airs on Disney networks in South Africa and Kenya. The first series of Bluey was distributed on Disney+ on 22 January 2020. In October 2019, Bluey debuted in New Zealand, airing on TVNZ 2 and streaming on TVNZ OnDemand; and in China on the Youku streaming platform, dubbed in Mandarin. The series notably features the original voice actors while airing overseas, after producers were initially asked to replace the Australian accents of the characters. The first series made its Australian pay-TV premiere on CBeebies on 4 May 2020.
The second series is scheduled to debut on Disney Channel in the United States on 10 July 2020.

Home media releases

The first series was distributed digitally by BBC Studios beginning in December 2018, through digital platforms including iTunes. These volumes peaked on the iTunes children's chart in Australia. The first two volumes, entitled Magic Xylophone and Other Stories and Horsey Ride and Other Stories were later released on DVD in Australia on 30 October 2019, and were followed by the third volume, The Pool and Other Stories on 4 December 2019. Further episodes were made available with the fourth volume, Grannies and Other Stories, released on 8 January 2020, the fifth volume, Camping and Other Stories on 25 March 2020, and the sixth and final volume of the first series, Asparagus and Other Stories on 17 June 2020. The six volumes will be released digitally in the United States beginning in July.

Reception

Critical reception

Bluey has enjoyed a positive reception, with producers stating that the studio has received daily fan mail from parents of young viewers. The series received a seal of approval from Common Sense Media, with reviewer Emily Ashby commending its positive family and social themes. Bluey was praised by Philippa Chandler of The Guardian for its "sharp script" and depiction of everyday family life, while noting that its Queensland background set it apart from other cartoons on television. Readers of The New York Times's parenting blog submitted Bluey as their favourite children's show, describing it as charming, smart and "very real". The series was called "laugh-out-loud funny" by Stephanie Convery of The Guardian. In 2019, TV Week listed Bluey at #98 in its list of the 101 greatest Australian television shows of all time, which appeared in its monthly TV Week Close Up publication. Despite only being on air since 2018, the magazine said the character of Bluey stole Australia's hearts faster than any other cartoon character in what it described as a "cute, funny and modern" series. The series was listed at #14 in Junkee's list of 50 television programs that defined the decade, in which it was described as "an absolute delight".
The series received praise for its constructive parenting messages, and depiction of Bandit Heeler as a positive father figure. The character was commended for his patient nature, willingness to do housework and play with his children. Jennifer McClellan of USA Today described Bandit as "sarcastic, sympathetic and silly". He has been received as "more emotionally intelligent" than the father from Peppa Pig. Brumm stated that the series has reminded fathers "to be more playful with their kids". Reporters for The Guardian wrote that the show's messages about parenting align with published literature on parental wellbeing, noting how the show depicts the importance of play and learning social skills in child development. However, the morals of the episodes are not viewed to be excessively sentimental. McClellan acknowledged the family dynamic of the characters; she described Chilli as the "voice of reason" and noted how Bluey and Bingo learn to navigate their sibling relationship. Convery noted that the sisters are accurate depictions of children, and that the roles of the parents are not presented as stereotypical of their respective genders. The series has also received online praise for its representation of attention deficit issues through the character of Jack.
Chandler noted the "unexpected poignancy" of the episode "Takeaway", in which Bandit makes an observation about the fleeting nature of childhood. Jason Treuen of The Father Hood noted "Takeaway" as the best episode of the first series, praising its relatable message. Cameron Williams of Kidspot selected "Camping" as the best episode, as it explores the "once-in-a-lifetime friendship" between Bluey and Jean-Luc. McClellan said that the episode "Markets" combines lessons about friendship, the economy and personal finance.
The website of the series was criticised for, in the character description of Chilli, suggesting that her return to part-time work prevents her from being as involved of a parent as other mothers. The description was later altered.

Viewership

Bluey has received consistently high viewership throughout its premiere run on ABC Kids in Australia, becoming the most watched children's program across all channels on broadcast television in 2018 and 2019. The highest rating live broadcast of the program; the first episode of the second series, "Dance Mode", premiered on 17 March 2020 to 458,000 viewers. It was the most watched broadcast across all free-to-air multichannels, and the eighteenth most watched broadcast overall. In 2019, the series was the most watched through timeshifted program on Australian television. The episode "Hairdressers" recorded 1.272 million timeshifted viewers across 28 days in March 2020, a record for timeshifting in Australia. Furthermore, "Sleepytime" added 671,000 views to its initial figure over the seven days after its broadcast, totalling 862,000 viewers within a week.
In March 2019, it was reported that Bluey had become the most downloaded program in the history of ABC's video on demand and catch up TV service ABC iview, with 21.3 million episode plays. Within one year of the show's premiere, this figure had risen to 152 million, and by May 2020, there had been 261 million total plays of episodes from the first series. It was also reported that the second series had totalled 43 million episode plays by May.
In the United States, the highest rating broadcast of Bluey aired on 12 September 2019 and received 483,000 viewers. The program aired on Disney Junior and encompassed the three episodes; "Bob Bilby", "Spy Game" and "Takeaway", which were joined together for the single transmission. It was reported that the series had reached 16 million viewers in the United States in the final quarter of 2019.

Awards and nominations

Other media

Merchandise

In April 2019, BBC Studios entered a partnership with Penguin Random House Australia with a deal to publish three Bluey books before the end of 2019. "The Beach", "Fruit Bat", and a sticker activity book entitled "Time to Play", were released on 5 November 2019. All three books were recognised as the highest-selling releases in the weekly Australian book charts of November 2019, and had sold a combined total of 350,000 copies by January 2020. "The Beach" was the highest-selling title of 2019 and sold 129,516 copies in the two months after its release. Additional books; "Bob Bilby" and "Easter Fun!", a craft book, were released on 3 March 2020, followed by a colouring book entitled "Big Backyard" on 31 March, and "The Creek" on 28 April. The combined sales of the first nine books reached 1 million in June 2020.
Moose Toys was named as the global toy partner for Bluey in June 2019, revealing plans to release toys in Australia by the end of 2019, and later in the United States. Plush character toys of Bluey and Bingo were released in November, and a character figurine set was released in December. The plush Bluey topped the Toys "R" Us release chart of Christmas 2019, while the demand for the plush Bingo exceeded the amount of toys being supplied to stores. By December, over 100,000 plush character toys had been sold in Australia. The toy line was launched in the United States in June 2020.
In January 2020, Bluey partnered with Bonds to release a clothing range for children, including pyjamas and socks featuring character designs. A more comprehensive clothing range was made available at Australian retailers in March, including clothing, sleepwear and underwear. An range of adult pyjamas were released in May 2020 through Peter Alexander stores, which became the fastest selling collection in the retailer's history. Commemorative birth certificates featuring Bluey artwork were made available to Queensland residents from March. Bauer Media Group released the first issue of a monthly Bluey magazine in May. A lifestyle range of children's furniture was released in June.

Stage show

It was revealed that a stage show based on Bluey was being developed in November 2019. The live stage show, titled Bluey's Big Play, will tour in fifty theatres around Australia and will feature the characters from the series. The tour was initially scheduled to begin in May 2020, but was delayed due to restrictions relating to the COVID-19 pandemic.