Penguin Expands Bluey Book Series Following Renewed Partnership

Penguin Young Readers renews its partnership with BBC Studios to expand the popular Bluey book series, introducing new titles and formats.

on Oct 04, 2024

Penguin Young Readers has renewed its major publishing agreement with BBC Studios for the beloved animated series Bluey, which has already achieved over 20 million book sales in 22 languages, including 8.5 million in the U.S. The series, which streams on Disney+ and is the most-watched show in the U.S. this year with over 35 billion minutes viewed, features the relatable adventures of Bluey, a Blue Heeler dog, alongside her family.

Daniel Moreton, VP and publisher for brands and licenses at Penguin Workshop, praised the series for its special appeal and adaptability across various formats. The consistent demand has allowed Penguin to explore innovative publishing options at price points ranging from $5.99 to $29.99. Moreton highlighted a successful example, the Bluey: Awesome Advent Book Bundle, an interactive calendar that nearly sold out shortly after its preorder launch.

The company is introducing diverse formats, including a chapter book series with a distinct artistic style and a special holiday title, Bluey: Bartlebee’s First Christmas, which includes various surprises like a jigsaw puzzle and ornaments. Penguin plans to publish around 35 Bluey titles annually, with traditional formats like paper-over-board storybooks continuing to perform well.

Two recent titles, Bluey: Sleepytime and Love from Bluey, achieved New York Times bestseller status, showcasing the franchise’s popularity. In response to demand, Penguin aims to produce more original stories and novelty books that extend beyond the show's episodes. Discussions about potential adult-oriented books have emerged, particularly a parenting guide, though no concrete plans are in place yet.

The renewed agreement grants Penguin rights for all languages outside of Australia, New Zealand, and China, where different contracts apply. Since its debut in Australia in 2018 and in the U.S. in 2019, Bluey has seen significant success globally, produced by Ludo Studio for the Australian Broadcasting Corporation and BBC Studios Kids & Family, which manages worldwide distribution and merchandise rights.