By Gary Symons
TLL Editor in Chief
Nex and Bluey have come up with a solution for parents concerned their kids are getting too much screen time, and not enough active play.
Nex, maker of the Nex Playground active play system, is partnering with BBC Studios to create a new interactive game experience based on the animated series Bluey. The game, which will debut in October, uses motion-powered technology to bring the popular character and her family into living rooms worldwide.
The hit show Bluey follows a blue heeler dog who lives with her parents and younger sister, Bingo. Known for her boundless imagination, Bluey transforms everyday moments into adventures that often pull in her family and neighborhood.
The series, created in Australia and distributed globally, has won multiple awards and developed a multigenerational fan base.
The upcoming game is intended to translate that spirit into active play. Designed for children ages 4 and up, the title will feature cooperative and competitive mini-games that encourage jumping, dancing, and imaginative movement. Inspired by episodes such as “Musical Statues,” “Keepy Uppy” and “Asparagus,” the game is intended to appeal to children, siblings, and adults alike.
“Through Nex Playground, we’re bringing the beloved world of Bluey off the screen and into the living room, transforming favorite moments from the show into active, shared experience,” said David Lee, co-founder and CEO of Nex. “From jumping and dancing to bouncing and playing a game of squash, families can immerse themselves in cooperative and competitive mini-games inspired by iconic episodes, all designed to spark movement, imagination, and togetherness.”
BBC Studios echoed the focus on family connection and keeping kids — and their parents — active.
CLICK HERE FOR THE LICENSING CONTACTS FOR BLUEY ON LICENSING SOURCEBOOK
“We believe that play and by extension, gaming, has the power to bring families closer together, so partnering with Nex was a natural fit,” said Marina Mello, global director of gaming and interactive at BBC Studios. “Nex’s unique technology allows fans of all ages to quite literally ‘jump’ into the fun together.”
The Bluey game will be available exclusively on Nex Playground through the company’s Play Pass subscription service, which unlocks its full library. Additional details, including the game’s official title, will be announced closer to launch.
The partnership highlights Nex’s effort to expand its catalog of licensed content. The company has previously collaborated with brands such as Hasbro, Sesame Workshop and NBCUniversal.
Nex Playground, which uses natural body motion to control games, currently offers more than 40 experiences spanning dance, fitness, education, and original content.
Nex, which was unsurprisingly founded by parents, positions its product as a safe and active alternative for screen time. The system is certified kidSAFE+ COPPA compliant and has been recognized by outlets such as Fast Company and TIME. It has also earned international design awards including Red Dot and Core77.
For BBC Studios, the deal extends Bluey’s global presence in consumer products and interactive media. Produced by Australia’s Ludo Studio, which created Bluey, in partnership with ABC and BBC Studios Kids & Family, Bluey has become a flagship property for the distributor. BBC Studios holds worldwide distribution and merchandise rights for the series, which is fully created and produced in Brisbane, Queensland.
With the launch, Nex and BBC Studios say their aim is to combine storytelling with movement to appeal to families seeking more active forms of entertainment. The collaboration marks one of the highest profile third-party integrations for Nex Playground to date.