A Bluey retail experience has proved a runaway success, after attracting an extraordinary 2.2 million visitors across its run at Bluewater Shopping Centre in Kent, according to new figures just released.

Working with BBC Studios, Hot Pickle was tasked with bringing the spirit of the much-loved Australian kids’ series, Bluey, to life for British families. The award-winning experiential agency designed and delivered a playful, story-led environment inspired by the show’s key themes: connection, imagination and quality time. Signage and promotions ran throughout the 240-acre complex with a tongue-in-cheek Aussie twist…

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The experience proved not only a creative triumph but a commercial and cultural phenomenon. Across the campaign period, the 10-day activation delivered over two million opportunities to see (OTS) via Bluewater’s on-site media package alone, while the wider digital campaign achieved a further 2.5 million reach across Facebook, Instagram, TikTok and YouTube.

Influencer engagement significantly amplified the campaign’s footprint, driving an additional 2.6 million reach, while national and trade media coverage generated over 11 million impressions and more than £140,000 in earned media value, underlining the activation’s impact as an integrated campaign. High-profile celebrity appearances included visits from Dani Dyer, Joe Marler and Katherine Ryan and their families, which collectively contributed an additional £42,000 in earned media value.

At the heart of the activation was a simple but powerful creative concept: Christmas is about ‘presence over presents’. Hot Pickle crafted the free, ticketed experience centred on connection and encouraging quality time with family. A six-metre-tall Christmas tree inspired by fan-favourite episodes formed the centrepiece of the interactive environment, while families were guided through themed games, character meet-and-greets and festive set builds inspired by Bluey’s home.

Building emotional resonance was key to the experience with families spending an average of 30 minutes immersed in the world, actively playing and engaging together. Nearly 3,000 family portraits were printed as keepsakes, while thousands of children had the opportunity to meet ‘real-life’ Bluey and Bingo over the festive weekends.

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“When bringing to life a programme like Bluey that has so much love and affection attached to it, the stakes are incredibly high,” said Katie Penfold, Business Director at Hot Pickle. “To see it resonate at this level, not just creatively, but culturally and commercially, is something we’re immensely proud of.”