The famous Australian cartoon Bluey and hardware superstore Bunnings, is an inspired collaboration that benefits both brands.
For February, Bunnings has rebranded several of their stores to Hammerbarn, the name of the fictional hardware store that Bluey’s family visited in the TV show.
The Bluey partnership and brand activation, sets a new bar in brand partnerships, with well-aligned target audiences and brand values. The beautifully integrated storytelling and rich customer experiences are sure to add value to both brands.
In addition to the rebranded stores, life-size Bluey and Bingo mascots will pop up at various stores, there are Bluey-themed DIY workshops and a massive range of co-branded merchandise.
Bunnings says it has customers referring to Bunnings as Hammerbarn ever since the episode aired, so it was all about how to best leverage the opportunity.
“We wanted the Hammerbarn experience to be accessible to as many ‘Bluey’ fans and customers as we could, so it’s great to have a Hammerbarn transformation in each state – even down to the kids’ trolleys that have been rebranded,” says Ryan Baker, chief customer officer, Bunnings.
“Bluey’ is so relatable because it’s all about growing up as a kid in Australia, and going to Bunnings, aka Hammerbarn, on the weekend is one of those quintessential Aussie experiences we all love,” says Kate O’Connor, director, brands and licensing ANZ, BBC Studios.
“This iconic ‘Bluey’ and Bunnings collaboration on such a grand scale, gives Aussie and Kiwi fans the world-first chance to experience Hammerbarn for real life, including exclusive and very collectable merch like Bluey and Bingo’s much-loved garden gnomes that feature in the episode,” added O’Connor.
Images from Bunnings