Date of Award

Spring 2026

Document Type

Open Access Thesis

Department

English Language and Literatures

First Advisor

Tharini Viswanath

Abstract

Bluey (2018-), created by Joe Brumm and produced by Ludo Studios, is an Australian animated children’s television series that shares international and theatrical rights with Disney. The show follows Bluey, an anthropomorphized blue heeler, and her family, living everyday life in the Australian suburbs. Each episode typically depicts Bluey’s imaginative shenanigans, exploring different conflicts along with problem- solving solutions. The show acts as instructional for both children and adults, depicting productive, informational, and healthy relationships, reactions, and conversations on screen.

Labeled the most streamed show of 2024, Bluey has a large following, with over 55 billion minutes viewed. Though marketed as children’s literature, Bluey remains popular with adults as multiple forums, social media posts, and popular trends discuss content from the show. On platforms like YouTube, TikTok, and Reddit, many adult viewers debrief episodes, discussing important themes and details included, and relating to specific meaningful and nostalgic moments. In this paper, I examine nostalgic items the show references, like The Australian Women's Weekly Children's Birthday Cake Book.

I contend that Bluey’s use of nostalgia is not simply to amuse viewers; rather, nostalgia is a tool used by creators, producers, and showrunners to sell Bluey’s franchise products. By referencing nostalgic items and traditional values within its episodes, Bluey uses nostalgia marketing to appeal, relate, and draw in its adult audience to encourage  further Bluey-themed purchases. By referencing nostalgia, Bluey builds relationships with buyers, evoking their emotion to create a one-sided, deep connection between the television series and viewer, which may encourage viewers to buy Bluey-themed products, whether this is a subscription to Disney+ or piece(s) of merchandise available world-wide. Further, I argue that nostalgia marketing attempts to continue the homogenization tactics of corporate conglomerates to control viewers and their consumption habits. By creating content that capitalist societies connect to and relies on for behavioral and social instruction, they can extend their capital and distract viewers from recognizing their overarching success and control. This extends not only to adult viewers, but also the children watching, learning consumer habits from the characters, and demanding the same behavior from parents.

Rights

© 2026, Anna Elizabeth Darling

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