Bluey helps drive 17% profit growth for BBC Commercial as phenomenon continues global success

The growth was largely attributed to worldwide success of 'Bluey', alongside BritBox and BBC's streaming businesses

Bluey has once again proved to be one of the BBC's most valuable global brands, helping power a 17% increase in profits for BBC Commercial during the 2025/26 financial year.

According to the BBC's latest annual results, BBC Commercial reported EBITDA of £267 million ($357.1 million), up 17% year-on-year, while returning £377 million ($504.2 million) to the public broadcaster. The growth was largely attributed to the continued worldwide success of Bluey, alongside strong performances from BritBox International and the BBC's streaming businesses.

The Australian animated series has evolved far beyond a children's television programme into one of the entertainment industry's biggest franchises. Consumer products, licensing, live experiences and international distribution have all contributed to its commercial success, with Bluey remaining one of the world's most-watched family brands.

BBC Commercial chief executive Tom Fussell said the latest financial results demonstrate that the company's long-term strategy is paying off despite challenges facing the wider television industry.

"Our strategy is working and the investments made in previous years, together with a diversified portfolio, are delivering a trajectory of sustainable growth," Fussell said.

The BBC also highlighted the continued growth of BritBox International, whose revenues increased year-on-year as series including Ludwig and Blue Lights attracted audiences outside the UK. Meanwhile, UKTV's streaming platform U continued to expand its viewership, helping offset a slower global production market.

For Bluey, the financial success comes during an especially busy period for the franchise. The brand has expanded through bestselling merchandise, the immersive Bluey's World attraction in Brisbane and an upcoming feature film, scheduled for release in 2027 through Disney and BBC Studios.

Created by Joe Brumm and produced by Ludo Studio, Bluey follows the adventures of an imaginative six-year-old Blue Heeler puppy and her family. Since its debut in 2018, the series has become a global phenomenon, praised for its humour, emotional storytelling and appeal to both children and adults.

The latest figures underline just how important the franchise has become to the BBC's commercial business. As traditional television continues to face economic pressures, Bluey has emerged as one of the corporation's biggest international success stories, helping generate hundreds of millions of pounds while introducing audiences around the world to Australian storytelling.