Inside the LEGO® Bluey Mobile game that brings preschool children together in digital play

Thoughtfully developed for preschoolers, the LEGO Bluey mobile game represents a new kind of digital experience, designed to bridge the gap between LEGO® DUPLO® bricks and the LEGO system bricks for older children.

The mobile game will feature four games set in the Bluey universe: ’Go for a Drive’, ’Around the House’, ’Tea Party’ and ’Beach Day’ with each game designed to capture the spirit of the Bluey series.

“What’s really exciting about the mobile game is that we’re bringing in the well known and loved LEGO system bricks from 4+ products, all centred around a love of Bluey" says Laura Perron, a Senior Model Designer in the LEGO 4+ design team.

The response ahead of launch has also reflected this excitement, with the LEGO Bluey mobile game reaching over three quarters of a million pre-orders.

A playground for preschool kids of all ages
The LEGO Bluey mobile game is the first of its kind. The new mobile game caters to the entire preschool age range, featuring LEGO DUPLO bricks for 1.5+ year olds and LEGO System bricks for 4+ year old children. This approach opens up a rich and inclusive environment where children aged 2 to 7 can explore, create, and play together.

For the youngest users, building with LEGO DUPLO bricks is simplified to ensure a positive play experience. The interface allows children to drag bricks in two dimensions, making it easy for them to engage with the games. This simplicity encourages confidence and creativity, allowing little ones to immerse themselves in the digital world of Bluey.

For older preschoolers, the mobile games offer a more sophisticated building experience with LEGO system bricks. They can rotate and manipulate bricks in three dimensions, reflecting their developing fine motor skills and problem-solving abilities.

For Laura and the LEGO design team, the most important part when translating bricks into digital play was the experience.

“Things that we consider for the 4+ physical products and play sets, we’re also considering for the digital interaction,” she explains. “Does this feel like a preschool LEGO system experience? Do the builds feel achievable? Do they feel like it’s a LEGO play experience?”

This dual approach, including both LEGO DUPLO and LEGO system bricks, ensures that every child, regardless of age or skill level, can find joy and challenges within the mobile game.

In the lead up to launch, extensive playtesting has been conducted with children and families. Their insights helped shape the experience even further to bring the digital world of Bluey to life.

At the heart of the LEGO Bluey mobile game is a commitment to supporting children’s development through play in all its forms. Recognising that play is a vital part of childhood growth, the mobile game blends traditional play principles with digital innovation. Games and activities throughout the mobile game promote fine motor skills as children tag, drag, and build with virtual bricks. Problem-solving challenges encourage critical thinking, while open-ended pretend play allows children to dive into their imaginations alongside their favourite Bluey characters.

”Even small details, like the way we built plants in the game reflect this dual approach,” Laura adds. “We have a specific building style for LEGO 4+ products, so it’s about making sure it’s achievable and buildable for this age group, while ensuring it’s fun!”

The mobile game also creates opportunities for connection, when children play alongside siblings, friends, parents or caregivers, as they learn to share, cooperate, and take turns, all while having fun in Bluey’s colourful world.

For more information, please contact media@lego.com

About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.  The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”.

Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 120 countries worldwide. For more information: www.LEGO.com

About StoryToys
StoryToys, an everplay group plc company, headquartered in Dublin, is a leading creator of interactive and educational digital content for children. Their well-rounded mobile game s combine fun with learning, giving parents peace of mind that their kids are playing with beloved characters while building essential skills and developing healthy digital habits.

By partnering with renowned global brands such as the LEGO Group, The Walt Disney Company, Marvel Entertainment, Mattel, Hasbro, Penguin Random House, Warner Bros., Sesame Workshop, Dick Bruna, and Nickelodeon, StoryToys has brought popular children’s franchises to life.

With over 750 million mobile game downloads worldwide, StoryToys has achieved global recognition across all major mobile game platforms.

The company’s commitment to quality has been honoured with prestigious awards, including Kidscreen, Licensing International Excellence, Mobile game le Editor’s Choice, Best of Google Play, KAPi, Children’s Technology Review Editor’s Choice, and Bologna Ragazzi Digital. https://storytoys.com.

About BLUEY™
The series follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.

Bluey is produced by Ludo Studio for ABC KIDS (Australia) and co-commissioned by ABC Children’s and BBC Studios Kids & Family. Financed in association with Screen Australia, Bluey is proudly 100% created, written, animated, and post produced in Brisbane Queensland, Australia, with funding from the Queensland Government through Screen Queensland and the Australian Government. BBC Studios Kids & Family hold the global distribution and merchandise rights.

In Australia, the show is broadcast on ABC. The series airs and streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Jr. and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television.

About Ludo Studio
Ludo Studio is a BAFTA, multi-Emmy®, Logie and Peabody award-winning Australian studio and one of TIME’s Most Influential Companies of 2024, that creates and produces original scripted drama, animation and digital stories that are authored by incredible local talent, distributed globally and loved by audiences everywhere. Ludostudio.com.au

About BBC Studios Brands & Licensing
The BBC Studios Brands & Licensing division is the driving force in extending BBC Studios IP through innovative brand extensions, fostering deep fan engagement worldwide.  Partnering our iconic brands - including Doctor Who and Bluey - with the world’s biggest brands, promoters, and publishers, ignites the imagination of fans and creates memorable brand-fame moments. Our diverse portfolio spans consumer products, live entertainment, gaming, and publishing, while BBC Studios Digital drives over 1 billion views per month, offering advertising and branded content opportunities. Supported by award-winning teams, we focus on finding visionary opportunities to enhance global brand impact and digital growth.