DEICHMANN, Europe’s largest shoe retailer, is launching a Bluey collection for kids complemented by accessories for SS25. This collection is inspired by the internationally successful animated TV sensation and includes sneakers, sandals, slippers, backpacks, bags, wallets and luggage. DEICHMANN’s Bluey products will be available in stores and online in Germany, the UK and 25 European countries, including Spain and Poland from 31st March.
The launch will be supported with an Omnichannel marketing campaign led by 744 advertising agency across the regions. Their Online-Video commercial will recreate recognisable signature elements from Bluey, for real life – which are sure to surprise and delight shoppers. Further touchpoints of the launch campaign include: DEICHMANN e-shop, OLV/YouTube, social media, SEA, brochure, newsletter and a PR launch event.
“We are very pleased about this exciting collaboration. As Europe’s largest shoe retailer, scalability of the campaigns is key – when selecting our license partnerships. Bluey is not only an international phenomenon but represents cultural values which are highly relevant for our consumers across Europe”, says Drazen Pehar, Head of Brands & Licensing at DEICHMANN SE.
“We are delighted to have secured DEICHMANN as a pan European footwear partner for Bluey. The popularity of Bluey in Europe continues to go from strength to strength and we are confident that families will fall in love with DEICHMANN’s new Bluey range,” said Nicola Daglish, EMEA Licensing Manager, BBC Studios.
Watch here: Bluey at DEICHMANN
A ratings hit across the world, Bluey is a top-performing preschool show across EMEA. It is the #1 preschool show on Disney Channel in Germany[1] and is the #1 kids show on CBeebies and Disney+ in the UK[2]. Bluey is 2024’s most-watched series globally on Disney+[3], and according to Nielsen, Bluey was the No. 1 most-watched series on streaming in 2024 among total viewers in the U.S., with nearly 56 billion minutes watched (930M hours)[4]. Additionally, Bluey is the #1 kids show in Australia on broadcast television and is the most-watched ever on ABC iview[5].
Bluey has won the hearts of kids and parents around the world since it first launched in Australia in October 2018, and has quickly become a global hit. 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.
DEICHMANN’s products inspired by Bluey are set to hit retail shelves in SS25, with a sneaker and a bag collection among the first products available to buy.
