The Bluey animated series follows Bluey, an energetic blue heeler who lives with her mum, dad and little sister Bingo. Armed with an endless appetite for play, Bluey turns everyday moments into games that take her family and neighbourhood on unpredictable adventures.
Bluey is getting ready to build a whole new world of fun as Magna-Tiles, a popular brand of open-ended magnetic construction toys, made of colorful, translucent plastic geometric shapes that easily snap together along their edges, teams up with BBC Studios, a commercial subsidiary and the main television production and distribution arm of the British Broadcasting Corporation (BBC) to bring the much-loved bluey and her family into the magnetic building toy universe.
The licensing partnership will see the first-ever Bluey Magna-Tiles collection arrive in summer 2027 across multiple regions, blending the hit animated series’ playful storytelling with the open-ended possibilities of Magna-Tiles.
The upcoming collection will bring Bluey’s playful spirit to life through character figures from the series, allowing children to recreate favourite episodes or mix the characters with their existing tiles to dream up new games and adventures.
The partnership also taps into Magna-Tiles’ meaningful play approach, combining imaginative play with opportunities to develop creativity, critical thinking and other developmental skills.
Magna-Tiles president Michael Valenta shared, “This partnership is a dream come true for Bluey fans, like us, everywhere. At our core, we believe in the power of meaningful play, and nothing embodies that spirit better than Bluey. As the leader in Junior Building Sets refers to the official Lego Bluey sets tailored for younger builders (primarily ages four and up), we’re incredibly excited to bring together the original magnetic building brand with a top preschool property, further strengthening our commitment to inspiring creativity and imagination during the important early years. We can’t wait to see how children use Magna-Tiles to build the heelers’ favorite places, create their own adventures, and bring the world of Bluey to life!”
BBC Studios executive vice president global consumer products Suzy Raia mentioned, “The love for Bluey continues to grow among families worldwide, and with partners like Magna-Tiles, the sky’s the limit. The new Magna-Tiles offerings will provide a unique opportunity for kids to immerse themselves in Bluey’s imaginative, play-filled world, helping to spark their creativity while they build key developmental skills. We’re delighted to join forces with Magna-Tiles and build an even bigger Bluey world together.”
The heeler family is also heading for an even bigger adventure, with the feature-length Bluey movie set to hit cinemas worldwide on 6 August 2027. The CG-animated film is written and directed by Bluey creator Joe Brumm, produced by Amber Naismith and co-directed by Richard Jeffery.
With the theatrical release landing in the same summer as the Magna-Tiles collection, 2027 is shaping up to be a bumper year for Bluey and her ever-growing world of play.
For Magna-Tiles, the partnership marks a new chapter in nearly 30 years of screen-free, open-ended play. The brand has positioned its magnetic building sets around creativity, critical thinking and imaginative exploration.
Now, with Bluey and her family joining the building blocks, playtime is about to get a whole lot more magnetic and the heelers are ready to build it their way.
Photo credit: Magna-Tiles
