ABC Kids and Leo Australia Launch ‘Bluey’s Auslan Sign & Seek’

ABC Kids has launched ‘Bluey‘s Auslan Sign & Seek’, an interactive viewing experience developed with Leo Australia, as every episode of Bluey becomes available in Australian Sign Language (Auslan). The experience will follow the National Week of Deaf People 2026. The campaign was created in collaboration with ABC Creative, Ludo Studio and Deaf Connect, and is narrated by comedian Hamish Blake, the voice of Jack’s Dad. According to the release, approximately 20,000 Australians use Auslan as their first language. The release says the popularity of Bluey makes the show a way to get hearing, Deaf and hard-of-hearing people to learn Auslan and to spread awareness more broadly, and describes ‘Bluey‘s Auslan Sign & Seek’ as a shared experience for Deaf, hard-of-hearing and hearing families. The centerpiece of the campaign is the Bluey marathon weekend on ABC Kids on October 3–4. Over the weekend, Bluey episodes will feature 24 gamified versions of the theme song. Each version replaces the lyrics of the Bluey song with new, signed words. The words point to items viewers can spot within the episode to follow. According to the release, using the Bluey music with a twist is intended to help viewers absorb new Auslan signs. “Bluey is one of the most-loved kids’ shows in the world,” said Belinda Drew, Head of Marketing, ABC. “Pairing it with Auslan puts language education in front of millions of families, turning a beloved show into a genuine force for accessibility.” “The ABC exists to help all Australians understand one another, through the power of storytelling,” added Milla McPhee, Director of Audiences, ABC. “By introducing Auslan to Bluey, we are building a more inclusive future for the next generation of children.” “All Australians benefit when we communicate with Auslan,” said Hilary Badger, ECD, Leo Australia. “What better way to support Auslan learning than making it fun with Bluey? Intercepting Bluey’s famous title sequence with signs and clues to spot tees into an existing fan behaviour – Bluey fans love to scan the show for long dogs and other hidden items. Sign & Seek was a natural extension for the fandom.” All episodes of Bluey will be available with Auslan translation from October 3. According to the release, the Auslan-interpreted catalog was inspired by a father’s desire for his Deaf daughter to experience Bluey in the same way as other children. Bluey‘s history of deaf representation dates back to 2022, when the show worked with Deaf Connect to produce its first picture-in-picture Auslan interpretation for an episode titled ‘Turtle Boy’, which featured Dougie, a deaf dog, as the main character. ‘Bluey‘s Sign & Seek’ takes this one step further, using the show to support Auslan uptake in the whole Australian community. ABC: Milla McPhee: Director, Audiences Belinda Drew: Head of Marketing Kyle Hugall: Head of Creative Sarah McDonald: Group Marketing Manager, Screen Eliza Storey: Marketing Lead Tim Brown: Creative Lead Mike Watson: Senior Creative LJ Grace: Senior Creative Creative: Leo Australia Clare Pickens: CEO Catherine King: CSO Andy Fergusson: CCO Johnson Diep: Senior Conceptual Designer Hilary Badger: Executive Creative Director Stacey Karayannis: Creative Director Thomas Smyth: Senior Business Director Production: Publicis Production Francesca Scopelliti: Executive Producer Studio Pancho Patrick Salter: Managing Director Dominique Smith: Senior Producer Bluey Production credit: Bluey is produced by Ludo Studio for ABC and co-commissioned by ABC Children’s and BBC Studios Kids & Family. Financed in association with Screen Australia, Bluey is 100% created, written, animated, and post-produced in Brisbane Queensland, Australia, with funding from the Queensland Government through Screen Queensland and the Australian Government. BBC Studios Kids & Family holds the global distribution and merchandise rights.