The Bluey family. Ever wished you could live in Bluey’s World – for real? Well, you soon will be able to – in Brisbane. Photos: Supplied.
Out of the mouth of babes we hear many a precious word. On numerous occasions entreaties tug at our heartstrings, but when our children and grandchildren make a plea for some more family bonding time, and lots of R&R, we jump with alacrity to fulfil their wishes (though not always, mind you!).
Such was the case for our next end-of-year holiday – this time in Queensland. However, the progeny appeal was atypical. We’ve visited Brisbane countless times, but this planned vacation will take us to a world of dreams and pure childlike escapism. That’s because the popular children’s program Bluey is set to have its own tourist attraction in Brisbane.
In fact, a global invitation has been issued to come and play in Bluey’s World in November this year. Bluey is an Australian animated preschool television series, created by Australian director and animator Joe Brumm in 2018. The series was inspired by his experience in raising two daughters. He 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.
This over-enthusiastic and imaginative blue heeler puppy goes on adventures with her mum, dad and younger sister Bingo, which unfolds in hilarious ways. She’s energetic, bubbly and curious about the world around her.
I wondered about the incredible fuss over this popular Australian children’s cartoon, and felt further analysis was merited. I joined the youngsters on a “viewing fest” and realised that despite being aimed at an audience aged between five and seven years, Bluey is popular with people of all ages, teaching everyone about how play supports creativity – and other life lessons.
Many look on the Brisbane River as the heart and soul of the city. There is so much to see and do besides the river, including the City Botanic Gardens, Riverside Centre and historic buildings of interest.
It shouldn’t come as a surprise to learn that Bluey, which airs in 160 countries, is now an international marvel. According to Nielsen’s streaming ratings, American viewers spent 43.9 billion minutes streaming on Disney+ in 2023 – a figure eclipsed only by Suits with 57.7 billion. That’s all the more impressive given that Bluey is doled out in seven-minute episodes!
Bluey’s World is set to be a one-of-a-kind immersive experience at the Northshore (Brisbane’s newest arts and entertainment precinct) Pavilion when its doors open on 7 November, 2024. It will be housed in an extraordinary 4000-square-metre building and run until Easter 2025, with the option to create a permanent attraction.
The official Bluey site claims the attraction is “expansive, multi-sensory” and “features real-life sets, recognisable scenes, and beloved characters and games from the hit show Bluey”.
Visitors will journey through a re-creation of Bluey’s renowned home via impressive (for real) life-size sets, interactive play and a mesmerising soundscape, inspired by much-loved Bluey episodes.
Building on the global phenomenon, Queensland is being pitched as ‘‘Bluey’s World, for real life’’, encouraging visitors from around the world to come and experience the Queensland lifestyle and what Bluey’s World will really be like.
In what is its biggest campaign in more than a decade, Tourism and Events Queensland (TEQ) has kicked off a major national and international marketing offensive – with Bluey – that’s expected to reach tens of millions in Australia, New Zealand, the US, the UK, Japan and Singapore, and other markets and countries where Bluey is popular.
Bluey’s World is set to be a one-of-a-kind immersive experience, in Brisbane, once it opens on 7 November, 2024.
TEQ’s CEO Patricia O’Callaghan wanted everyone to know that in a worldwide competitive market, Queensland must show the world “what makes us special.”
“Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s World for real life here in Queensland,” Ms O’Callaghan said.
“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”
No doubt you would have also heard the television advertisement fronted by Robert Irwin (son of the late Steve Irwin), where he asks whether you have “Ever wished you could live in Bluey’s World – for real?” “Well, that’s all of Queensland,” Robert continues. “So, come play from the Great Barrier Reef to the Outback. Bluey’s home town of Brisbane and the Gold Coast. You’ll love all of Queensland. Even go to Bluey’s World.”
TEQ expects the campaign will help support visitor growth to reach targets of an additional 1.3 million holiday visitors to Queensland, who are estimated to spend an extra $1.7 billion by June 2025. Tickets to Bluey’s World are now on sale. Guess who is heading off to make some reservations!
