EP 62: BBC's Nicki Sheard on Building Up Bluey, The Most-Streamed Show in the U.S.

Oct 21, 2025

Nicki Sheard, CEO of BBC Studios Brands & Licensing, has a fascinating background that spans science, brand management, and digital media. She discusses her bold decision to leave a Harvard PhD for a career in branding, highlighting lessons from her time at P&G and McKinsey. Nicki reveals how she identified Bluey's potential early on, leading to its expansive success, including its notable presence in Disney parks. She also explores the show's appeal for adults, the use of AI in content creation, and her personal strategies for balancing career ambitions with family life.

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INSIGHT

Lead With Ambition And Integrity

Nicki's leadership blends ambition with integrity and authenticity.
She prioritizes 'brilliant work done brilliantly' within a respectful culture.

ADVICE

Avoid Toxic Stars In Teams

Hire 'spiky' talent but refuse people who lack basic respect or integrity.
Prioritize team culture over tolerating toxic behavior for results.

ANECDOTE

Early Bet On Bluey's Potential

Nicki spotted Bluey's potential within months of joining BBC and pushed early investment.
She took an investment paper to the board to scale the team and resources behind the show.

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BLUEY is a bona fide global phenomenon. In 2024, the animated show about a delightful Australian dog and her family saw more than 55+ billion minutes streamed in the U.S. When you add in the first six months of 2025, it’s more than 80+ billion minutes total streamed. That kind of success is rare, and it’s Nicki Sheard’s job to shepherd the brand and its beloved characters beyond the screen: from inside popular games like Just Dance, to appearing on the sides of Converse sneakers, and being one of the very few non-Disney brands to be brought into the Disney parks (coming in 2026.)

It’s a career Nicki Sheard may not have had if she didn’t trust her gut. Midway through pursuing a PhD at Harvard, she realized science (and dissecting fruit flies) wasn’t the path for her. Her determination and curiosity has helped her shape a unique professional journey that’s taken her to P&G, McKinsey Consulting, Charlotte Tilbury and the BBC. As CEO of BBC Studios Brands & Licensing, Nicki oversees the growth of Bluey (for which the BBC is co-commissioner, distributor and licensor of the multi-award-winning animated series produced by Ludo Studio) as well as brands like Dr. Who, Strictly Come Dancing (Dancing With The Stars) and BBC Earth.

💬 In this episode, we explore:

Why Nicki chose to trust her gut and leave Harvard before completing her Phd
The professionals lessons Nicki learned working as a consultant
How BCC Studios is embracing Artificial Intelligence to create new products
The two guiding principles Nicki uses to prioritize work and family
What Nicki sees as the unique appeal behind Bluey and the safeguards she uses to protect the brand

🔗 Visit Bluey’s website

🔗 Visit The Booker Prize website

📸 Follow Bluey on TikTok

📸 Follow BBC Studios on Instagram

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