Madonna. Beyonce, Zendaya, Bluey…
If you don’t know who we’re referring to with this one-word cultural phenomenon, then here’s a bit of background to get you up to speed.
In 2017, the Australian Broadcasting Corporation (ABC) and the British Broadcasting Corporation (BBC) co-commissioned Queensland production company Ludo Studio to create an animated series especially for preschool children.
In October 2018, Bluey and her family were introduced to audiences. Following the everyday life of this family of Australian cattle dogs living in suburban Brisbane, the story centres around Bluey, her sister Bingo, dad Bandit, and mum Chilli.
Bluey has not only captivated Australian audiences, becoming the most popular television show nationally and the ABC’s most successful show ever, but has also gained huge international popularity as it is available to watch in 60 countries. It seems that the United States of America loves Bluey too, with reports last week that it is the most watched of any TV show in the US so far this year.
Beyond the show: immortalised and collectable
This month, the Royal Australian Mint in partnership with Australia Post and BBC Studios has released the 2024 Bluey Dollarbucks coins. There are 10 collectable $1 coins, which are available until 29 September (or until sold out) to Australian & New Zealand residents only. Special proof versions of the coloured design on silver and aluminium bronze are also available. The bronze Bluey coin can be purchased for $50 and the silver one $99. The June release of a limited edition three-coin Bluey set quickly sold out.
For avid collectors, a Bluey stamp collection will also be available to buy.
Bluey has put Queensland on the map
The Queensland Government is tapping into the opportunity to use the beloved children’s television series to promote Queensland as a tourism destination.
The online campaign started in June (just in time for Queensland Day) with the aim to reach and encourage international visitors from New Zealand, the United States, the United Kingdom, Japan and Singapore – markets where the blue heeler family is popular – to visit the state.
In addition, there have been recent calls for Bluey to be named the official Olympic Games mascot in 2032. Former Olympic gold medallist and Brisbane Games organising committee member Nat Cook has supposedly said that Bluey could play a role introducing the eventual mascot for the Games set to be hosted in Brisbane.
Bluey’s IP
Given the very significant fame and commercial value that the Bluey brand has already achieved, it is no wonder that its creator (Ludo Studio) seeks to protect its intellectual property in Australia and abroad. This is an important step as part of enforcement of its rights on a large scale, particularly in a world with copycats, who seek an ill-gotten slice of the pie. It is on this basis that BBC Studios Distribution Ltd (owner of the global commercial rights to Bluey) launched a lawsuit in the US against a number of entities for breaches of various intellectual property rights associated with Bluey, including as a result of alleged counterfeit products being sold on numerous online platforms, including eBay, Alibaba, Amazon and Etsy.
This serves as a timely reminder that, no matter how big or small your brand is, it is important to protect your intellectual property, to assist in preventing others from taking advantage of your efforts.
If you have questions about trade marks, brand ownership or IP strategies, please contact our Brisbane and Melbourne attorneys.
