“It’s an incredibly exciting moment for the brand”: BBC Studios and Merlin Entertainments discuss the development – and launch – of Bluey the Ride

Guys, it’s great to catch up. To kick us off, what makes Bluey ripe for the coaster treatment?
Jonathan Lewis, Global IP Licensing Director, Merlin Entertainments Group: Since bursting onto our screens, Bluey has taken the world by storm! We’ve worked closely with Natasha Spence at BBC Studios over the last few years to grow and establish Bluey within CBeebies Land at Alton Towers Resort. Starting with a hugely popular meet and greet, a live experience within the Land which saw record crowds, and then the hugely successful launch of the Bluey themed bedrooms in the CBeebies Land Hotel. As such it now feels the perfect time to go one step further and create the world’s first Bluey themed junior coaster!

Beth Clarke, Themed Entertainments Creative, Merlin Making Magic, Merlin Entertainments Group: Bluey is a natural fit for a coaster because so much of what we look for in a great guest experience is already embedded in the brand. It’s an incredibly popular family IP, and each story is built around playfulness, fun energy and family memories. That combination gives you an experience that is rich in colourful theming and recognisable features which creates the excitement that we want to bring into a new family attraction.

And Natasha, what makes this coaster an exciting moment for the Bluey brand?
Natasha Spence, Events Director, Live Attractions, BBC Studios: Creating the world’s first Bluey coaster is an incredibly exciting moment for the brand! Expanding the world of the show into a real-life exciting touch point for families. At its core, Bluey is about play and fun and this coaster alongside it’s theming captures the spirit and warmth of the brand. Bluey inspires families to bond through play and creating a junior coaster provides a great opportunity for families to create lasting memories.

There’re many different strings you could pull on with Bluey when it comes to this sort of attraction. What did those early conversations with BBC Studios look like?
Jonathan: I’d like to tell you a lot of thought and debate went into those early conversations when discussing what the narrative and theme of the ride could be. In fact, the answer was very simple for us… The Grannies had to take over this junior coaster! Though Bluey has so many charming components within every episode, we couldn’t ignore the similarities between a family’s day out at a theme park and an adventure with the Grannies!

Beth: Yes, from the very beginning, we were struck by just how many moments in Bluey could translate beautifully into an attraction, which made those early creative conversations incredibly exciting. As the concept evolved, the ‘Grannies’ naturally stood out to us. They’re such a beloved and instantly recognisable part of the show, and they gave us the perfect anchor for the overall experience.

“There is a lot of potential for Bluey within live attractions.”

Natasha: It made complete sense – the fun, the chaos, driving around in the garden in the Granny car and the near misses – the perfect formula for the ride. We knew that this was something that we could have fun with and provide an unforgettable experience for families. We also leaned into the fact that Grannies is one of our most popular episodes and has received such a huge response in our other live activations – whether it be Macy’s Parade, Bluey’s Big Play, Bluey x Camp and most recently Bluey’s Best Day Ever at the Fantasy Land Theatre in Disneyland California.

Talk me through the ride experience. And more broadly speaking, how important is storytelling when putting together kids’ coasters?
Beth: The experience truly begins at the CBeebies Land portal, as soon as you turn the corner you are greeted by the sight of the Heeler house. We wanted to make sure that first look of the ride is as iconic as it gets! The queue line features more fun iconic moments, like playing Keepy Uppy with Bluey and Bingo, dancing through the fairy rings, and exploring Rug Island.

Our key story beat is of course the coaster; guests hop into the Granny car with Rita at the wheel and set off on a crazy drive around the back garden with the Grannies. The coaster has twists and turns around the Poinciana tree, we dodge Bandit mowing the lawn, dive under the washing line, and pass Granny Gladys on her mobility scooter.

Storytelling is at the heart of any ride. We want guests to feel like they’ve stepped straight into the world of the Bluey, experiencing the magic of meeting the characters and joining in their fun adventures. It’s playful, energetic, and full of surprises.

Jonathan: Storytelling and playing together is at the heart of everything we do here at Merlin. When families visit our attractions, we want them to have fun and create brilliant memories together… Things you watch the Heeler family doing all the time. After 12 years of CBeebies Land, we knew we needed to raise the bar especially with a huge IP like Bluey. With BBC Studios and Ludo, we’ve worked incredibly hard to ensure every detail has been thought about, and it’s those little details fans will really notice and appreciate.

What was the biggest challenge in putting this coaster together?
Jonathan: The biggest challenge has to be the high level of theming and detail this world’s first coaster deserved. Building the Heeler house with animated windows was an exciting feature to add but came with huge pressure, as it’s iconic to the show and true fans would spot the slightest mistake. The solution to those challenges was teamwork – from our dedicated project team in Merlin Magic Making, to the incredible input and attention to detail provided by BBC Studios and Ludo, I was in no doubt that we’d overcome any challenge to create an experience worthy of our guests demands.

Beth: The biggest challenge was preserving everything that makes Bluey so special, capturing the humour and personality within the ride experience. Our focus was on bringing the show’s playful spirit and much-loved characters to life at every turn, creating the feeling that guests have stepped straight into an episode. Every detail adds another layer for Bluey fans to discover and enjoy, bringing a smile to their faces every time they notice something new!

And Natasha, this is the first ever Bluey coaster – do you see there being more launches in the space moving forward?
Natasha: As the Live Events team, we are always open to exploring new opportunities for Bluey across the full gamut of live experiences. Within CBeebies Land, we already have a fantastic range of touchpoints – from the live show and meet-and-greets with Bluey and her family, to the themed accommodation – which together create a rich and well-rounded brand experience.

In terms of future launches, it’s less about replicating a specific format like a coaster, and more about identifying the right experiences that feel true to the brand and resonate with our audience. If there are opportunities that allow us to build on that in new and exciting ways, we’d absolutely look to explore them.

And what are some key considerations that steer whether you go for a launch within a wider eco-system – like Here Comes the Grannies at CBeebies Land – versus a dedicated Bluey space – like taking over Northshore Pavillion for Bluey’s World?
Natasha: Adding a Bluey junior coaster within CBeebies Land made absolute sense given the popularity of the series on the CBeebies channel, as well as how naturally it complements the other branded experiences, live shows and rides within the Land.

“The fun, the chaos, driving around in the garden in the Granny car and the near misses – it was the perfect formula for the ride.”

For any new activation, we take a step back and look at it through a couple of key lenses. Firstly, what do fans of the brand genuinely want and expect from the experience? Secondly, how well does the IP and the proposed activation integrate into an existing environment.

And from the Merlin perspective, how do you assess if a brand would suit the coaster treatment? What makes a brand attractive to you?
Jonathan: Between ourselves and BBC Studios, we have a great balance of listening to our audience and analysing the data. Not every brand would work in a coaster format, some brands lend themselves more to softer sensory experiences, other brands through play and we’ve even explored puppetry along the way! I think that’s one of the great things about working with the CBeebies brand, they have a range of programmes and brands that cater to everyone. We then take those qualities and drive that into CBeebies Land and our future planning.

When it comes to coaster design, there’s story beats, engineering decisions, safety considerations… How much is it an art and how much is it a science?
Beth: It’s very much both an art and a science, and the two have to work hand-in-hand to create something truly special. The art is in shaping the story, emotion and overall guest journey, while the science, through engineering, technical precision and safety, brings that vision to life. The best attractions are the ones where those elements come together seamlessly, creating an experience that feels exciting, immersive and engaging for the whole family.

Last question! Where do you see potential for Bluey in live attractions moving forward? What should we keep an eye out for?
Natasha: There is a lot of potential for Bluey within live attractions. Our focus is exploring that in a considered way – building on what already works and ensuring that anything new feels authentic to the brand. However, like I’ve said before Billy, watch this space!

We will! Thanks again guys.