Merlin’s IP wizard Jonathan Lewis on Bluey the Ride: Here Come the Grannies!

Last weekend, Alton Towers Resort in Staffordshire, UK, opened the world’s first Bluey junior coaster at an event featuring famous faces, thousands of eager fans, and the largest drone show ever performed in front of a live audience in the UK. Image credit Graham Speak Over the last couple of seasons, guests have been able to meet and dance with Bluey and her family at the resort and even stay in Bluey-themed suites at the CBeebies Hotel. But for the first time ever, fans can now step into The Heeler’s garden and go on a wild junior coaster adventure with Rita and Janet (Bluey and Bingo’s granny alter egos!). Bluey: a multi-generational IP in demand Bluey is one of the hottest IP’s around. Originally launching in Australia in 2018, it’s grown (and grown) into one of the most-streamed shows anywhere in the world. Winning awards, spawning a huge boom in merchandise sales, and exploding across social media. The opportunity to meet Bluey has driven footfall to venues across the globe, with even Disney placing a big bet on The Heelers to drive attendance to Disneyland. Bluey has become a cultural phenomenon. Image credit Alton Towers Whilst a kids' cartoon at heart, Bluey is one of the few kids’ shows that genuinely connects with children and adults through emotional storylines, relatable parent characters, and humour that works on two levels. All this made Bluey the natural choice for the next CBeebies Land investment. However, when you choose to work with a big IP with a huge fanbase, it’s critical that the experience you create meets heightened expectations. The world’s first Bluey junior coaster At its heart, the Bluey ride is a basic (but smooth and fun) junior coaster. But the IP has been layered skilfully to create a full Bluey experience...