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‘Bluey’s World’: How a Cute Aussie Puppy Became a Juggernaut
The brand has spawned immersive experiences, books, podcasts, toys, albums, clothing, homeware, themed hotel rooms, Facebook groups and a mobile game and has made fans out of adults and kids alike: "This is the greatest show ever."
The father-of-two’s now hooked on the animated series, was devastated he couldn’t visit immersive experience Bluey’s World Brisbane during his recent Australian tour and has ventured into children’s entertainment himself with an upcoming book, Daddy: Live in Concert. Whether it’s kids talking in Aussie slang, tourism campaigns centered around the cute canines, live shows, merchandise, an upcoming movie or Disney welcoming Bluey into resorts and cruises, the brand — worth an estimated $2 billion — has infiltrated entertainment, culture, education, parenting and travel. Dr. Pamela Rutledge, director of the Media Psychology Research Center, says the two present a balanced view of parenting young, energetic kids as wonderful and rewarding, but frustrating and exhausting.
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