Kids Media Club Podcast Kids Media Club x Precise TV YT Series: Unpacking Bluey’s Digital Success with Jasmine Dawson from BBC Studios
Jun 5, 2025
Join Jasmine Dawson, SVP of Digital at BBC Studios, as she unpacks the success of the beloved kids' series, Bluey. She shares how a creator-first mindset on YouTube propelled fandom growth and offers insights into strategic partnerships and global collaboration. Learn about optimizing content for diverse audiences and the balance between quality and quantity in digital releases. Jasmine also reveals how engaging adults amplifies reach, ensuring Bluey's popularity as it evolves to include wider demographics and prepares for a theatrical release.
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Think Like A Creator From Day One
- Treat IP like a creator from day one to find room across platforms and behaviours.
- A creator mindset guides tone, cadence, and platform-native choices that build fandom.
First Meeting Sparked Conviction
- Jasmine recalled the first meeting with Ludo and feeling immediate warmth and joy from Bluey.
- That early emotional reaction convinced her the IP had multi-layered storytelling and potential.
Stretch Preschool IP To Multi-Generational Fans
- Stretching a preschool IP into a family and multi-generational brand multiplies reach and longevity.
- Moving into platforms like TikTok enabled Bluey to reach teens and adults drawn to emotional micro-moments.