What The Hell America!

A beloved kids’ show becomes a surprising springboard for raising feminist, curious and emotionally aware children.

“Mum … Dad … Bingo … Bluey!”

So goes the theme song for Bluey—the wildly popular, Australian animated series featuring the cattle dog Bluey and her family. While created for children, the series captures the attention—and often affection—of adults. 

I’m a parent to a 4-year-old boy, so Bluey plays on our tablet regularly. Yet, Bluey’s popularity extends beyond my home: The Nielsen rankings clocked Bluey as most watched show in 2024 by U.S. viewers (35 billion minutes viewed). The global brand—valued at $2 billion—includes merchandise, live shows and immersive experiences such as Bluey’s World. 

With such a massive cultural presence, public discourse on the series, its characters and messaging has surged. 

Bluey has been praised for challenging restrictive gender norms and modeling equitable relationships and, in a quite different take, for upholding “traditional” values by promoting respect for parents and marriage. Critics have also questioned whether the show is anti-feminist by pointing to misogynistic storylines and limited diversity. 

Homing in on Bandit, Bluey’s dad, the character is celebrated as fun, emotionally available, and the epitome of “dad goals.” On the flip side, Bandit is seen as a larrikin and a bully. 

These critiques—often on-point—give me pause. As a mom, educator and feminist, is this the media and messaging I want my 4-year-old son consuming? Ultimately, my answer is yes.

For me, Bluey is a tool. The seven-minute episodes often prompt conversation, offer a thoughtful guide for answering complex questions, and inspire creative and engaging play. The show has real value in our house. 

Tough Subjects

The “Onesies” episode explores the impact of infertility on an individual and family. Bluey’s Aunt Brandy visits the heeler family for the first time in years, but watching the kids play proves heartbreaking. Brandy is unable to have children, which is what she “wants more than anything.” 

Brandy’s sadness and longing was a helpful entry point for talking about our family’s experiences with infertility. We tried for five years to have a child before my pregnancy. Brandy’s pain and longing resonated with me. I used those emotions as a starting point to talk about how not everyone who wants children is able to grow their family in the way they desire. 

In addition to infertility, Bluey touches on emotionally charged topics such as a parent’s absence, divorce, moving, miscarriage and death.

Promoting Difference 

Bluey normalizes how bodies and brains look and work differently while also showing cultural, linguistic and familial diversity.

Could the series do more to center marginalized identities and experiences? Of course. Yet, the inclusion of neurodivergent characters (Bluey’s friend Jack is understood to have ADHD), various body sizes and abilities, and families with single and/or LGBTQ+ parents presents diversity as inherent and important. 

Bluey also shows linguistic and cultural diversity. Jean Luc speaks French, and Dougie uses Australian sign language. These characters, who use a language my son does not understand, spawned a conversation about the many languages and forms of communication people use. We also determined he wants to learn another language. (Classes start this summer!)

As an Australian show, Bluey sometimes includes unfamiliar (to us) Australian words and phrases, which has prompted lot of questions—and follow up readings and videos—about places beyond the United States. 

Creative and Engaging Play 

Bluey and Bingo engage in exploratory, interactive and imaginative play. Across the series, the sisters play together, with friends, with adults and independently. 

My son and I have recreated games such as robot cleaning (“Daddy Robot”) and the keepy uppy balloon game (“Keepy Uppy”), though his favorite Bluey game is shadowlands (“Shadowlands”). 

In shadowlands, players can only walk in shaded areas. Our “course” changes depending upon where we play (e.g., home versus park), the weather, and the time of day or year. It is both physical and imaginative play and allows him to map our path to “victory” (or defeat) while honoring the established rules. 

When the series falls short, just as all individuals do at times, and disappoints, we talk about the alternative behaviors or actions we want to see on- and off-screen. 

Depictions of Girls

My son pays attention to Bluey. He likes this creative, spirited, opinionated and willful girl.

He also notices differences among the Bluey girls. Bingo is more sensitive and easygoing than Bluey. Bluey’s friend Missy is shy and considerate, while friend Coco is energetic and assertive. The range of personalities and interests among the girls establishes there is no “right” or “wrong” way to be a girl.

Bluey’s depictions of girls and girlhood complement many of the books we read, toys we play with and how we talk about gender and inclusion. Bluey expands the arsenal of tools used to combat sexist or exclusionary messages he encounters (such as “girls cannot be doctors,” or “only boys can be superheroes”) and the more male-centered media he consumes (such as Spidey and His Amazing Friends). 

When all is said and done, Bluey is not perfect. However, I neither require nor expect perfection. Flaws and disagreements provoke discussion and can function as additional tools for learning about yourself, others and the world. 

Bluey mirrors many of the feminist values I am teaching my son. When the series falls short, just as all individuals do at times, and disappoints, we talk about the alternative behaviors or actions we want to see on- and off-screen.