Cover Story
How Bluey Became a $2 Billion Smash Hit—With an Uncertain Future
The Australian children’s show auteur Joe Brumm is at a crossroads: Keep growing, or end one of the best runs on TV.
Photographer: Hannah Whitaker for Bloomberg Businessweek; prop stylist: Paola Andrea; groomer: Rachel Malkin
High above the masses pressed against police barricades, Joe Brumm stood by a window on the fifth floor of a New York office building, watching the balloons go by. It was the Macy’s Thanksgiving Day Parade in 2022, and there was Pikachu, riding in a sleigh. Baby Yoda, bundled in a heavy overcoat. Papa Smurf. Snoopy clad in a stylish astronaut’s outfit.