On Saturday, April 13, Disney Branded Television hosted a star-studded, VIP premiere event at The Walt Disney Studios Lot in Burbank to celebrate and garner buzz for BLUEY’s new special, “The Sign,” which hit Disney+ the next day, on April 14. 490+ celebrities, influencers, press, and Disney executives and their kids attended the event, which consisted of an advance screening of the 28-minute, extended episode followed by a family-friendly BLUEY-themed party. 

Following a stop at the step-and-repeat featuring The Heeler House for photos, guests were treated to popcorn as they entered the theater, where excited kids participated in pre-show trivia to earn special BLUEY prizes and danced along to “dance mode” breaks led by DJs Amira & Kayla. Ayo Davis, president of Disney Branded Television, kicked off the screening with a surprise visit from Bluey and Bingo, who delivered a special message from BLUEY creator, Joe Brumm, which Davis read to the audience. 

Following the screening, guests and their families entered the BLUEY party inside one of the studio’s soundstages. The space was transformed into the Heelers’ house, inviting kids into the world of BLUEY with game stations and photo opps all centered around an 16-foot tall replica of the Heeler family’s tree! Kids played various interactive games from the show to win BLUEY prizes, including “Pass the Parcel,” “Keepy Uppy',” and the BLUEY claw machine; played in Bluey and Bingo’s dress-up bin to become a Grannie; participated in the “Fairy Finder'' scavenger hunt; and hit the dance floor, DJ’d by DJs Amira & Kayla. They were also able to meet and greet with Bluey and Bingo for photos on the blue carpet!

Stage 7 within the Walt Disney Studios lot was transformed into the ultimate BLUEY experience with builds replicating key rooms and features both inside and outside the Heelers’ house. 13,000 sq feet of carpet and turf covered the stage surrounded by 10,000 sq feet of drape creating our canvas. The room’s centerpiece was a custom life size replica of the famous Heeler family tree inclusive of the iconic lanterns, bench, and red flowers. 200 ft of custom printed and designed flats created multiple rooms within the house for guests to enjoy. A custom lighting grid was flown in to create the perfect lighting for each activation, both “inside” and “outside” the house and brought the space to life during “dance mode” moments on the custom dance floor surrounded by blue fog filled bubbles. Hundreds of rounds of games were played distributing over 3K BLUEY gifts to guests. 

Inside the party, guests were served iconic BLUEY food such as pizza, pavlova, fruit cups and shadowland cupcakes from fan-favorite episodes. 

The event led to incredible press and social coverage, including People, Parade, US Weekly and Hello Magazine, reaching over 362M UVM and over 4.3M social impressions, helping to generate major excitement for “The Sign,” which received positive feedback online and reviews in Rolling Stone, The Guardian, People, TV Line, The Atlantic, The Los Angeles Times, and many more.