Bluey and Citymapper turn the commute into playtime in new partnership

Bluey and transport app Citymapper have launched a partnership offering features to families in more than 40 cities across the UK, US and Australia.

Citymapper is also launching in Bluey's hometown of Brisbane for the first time, featuring Bluey and Citymapper co-branding.

Users can switch to custom Bluey navigation icons, watch Bluey video clips within journey planning and access games and activities via Bluey.tv. The partnership also includes kid-friendly routes with shorter walking times, step-free access and pram-friendly stations.

The launch is part of Play The Bluey Way, BBC Studios' global campaign encouraging families to play more in everyday life. The campaign spans real-world activations, digital experiences, creator partnerships and social content.

Its centrepiece is a series of play activations and murals based on moments from the show, staged in locations including the Washington D.C. area, São Paulo, Bristol and Brisbane. The Brisbane event at Wittonga Park last weekend was the final stop in the series.

Aoife Owen, VP Global Brand and Marketing, Bluey at BBC Studios, said: "Play The Bluey Way is all about showing families that opportunities to play can be found in the everyday. By giving families access to child-friendly routes and built-in Bluey content, we hope we can make family journeys a little more playful."

David Frances, Vice President of Product at Citymapper, said: “Travelling with young children often turns even a simple trip into a major operation. We are delighted to partner with Bluey to make travel a more playful experience for families.

"Whether you are navigating your daily routine or looking for a way to keep little ones entertained on a long journey, we are thrilled to make urban transport easier, smoother, and a bit more fun for families.” 

SEE ALSO: Inside 1000heads' doorstep-to-activation campaign for Streets' Bluey treat

HOW TO USE THE BLUEY “FOR KIDS” FEATURE

Available now in the Citymapper app in participating cities:

1. Plan a journey as normal
2. Select the Bluey “For kids” option alongside standard route choices
3. Follow the route via step-free and accessible options
4. Arrive at your destination