BBC Studios’ Natasha Spence and Merlin’s Jonathan Lewis on bringing Bluey bedrooms to CBeebies Land Hotel

Natasha, Jonathan, thanks for making time. Jonathan, let’s start with you. What makes your licensed hotel rooms such a draw for consumers?
Jonathan Lewis, Global IP Licensing Director at Merlin Entertainments: Since CBeebies Land Hotel launched in July 2017, we’ve always strived to deliver magical memories and wow moments for our guests. We pride ourselves on the fact that – as soon as you enter one of our licensed themed bedrooms – you feel transported and completely immersed in the world of those brands…

Our themed bedrooms give fans of all ages the chance to leave the day-to-day norm behind and step into the world of their favourite characters to create their own adventures. Given the wide range of amazing IPs we have within CBeebies Land Hotel – which include Bing, Postman Pat, In the Night Garden, Octonauts and Something Special – there really is something for everyone!

A terrific line-up – bolstered now by Bluey! What made this brand an apt addition?
Jonathan: When you think of Bluey, the first word that comes to mind is fun! Parents can relate to Chilli and Bandit with their humour and those moments as a parent where you need to improvise and think on your feet. Meanwhile, young fans adore the playfulness, imagination and cheekiness both Bluey and Bingo bring to every episode. I’m thrilled Bluey and her family are joining the line up at CBeebies Land Hotel as it gives our guests the world’s first opportunity to sleep surrounded by Bluey and her family. Our guests can create their very own adventure with their favourite characters… For real life!

Natasha, let’s bring you in here. Why did you feel Bluey would suit this kind of activation?
Natasha Spence, Head of Attractions at BBC Studios: It’s the fact that it’s a fun and relatable world, with Bluey’s home being at the core. Bluey and Bingo love playing a variety of games and it’s this gameplay that resonates with families. Ultimately, we want families to make fun memories together… By giving guests the opportunity to get closer to Bluey, they can create a unique Bluey experience and do just that.

Diving into that a little further, what can guests expect from the Bluey bedrooms?
Natasha: Guests can expect an unforgettable sleepover… A children’s and a parents’ bedroom area, both featuring iconic colours, theming and texture. We’ve naturally designed the rooms based on the Heeler home, so there’ll be recognisable features that are sure to delight guests. For example, Bluey and Bingo’s bedroom has inspired the children’s area and includes lots of key components. These will make guests feel as though they’ve stepped into an episode. There’s an incredible amount of attention to detail – even the bathroom has clever detailing…

What’s the key to executing licensed hotel rooms authentically?
Natasha: Our ethos for themed hotel rooms is to start at audience expectation and amplify the creativity from that. This is also one of the many reasons we have a strong relationship with Merlin Entertainments. We share the same objective, which is to overdeliver on the brand, ensuring that the rooms offer a rich experience for guests while maintaining functionally. The rooms need to feel authentic, and therefore it’s a fine balance between creative licence and staying on brand. We work incredibly closely with Ludo to ensure that this happens.

On that, how far can you push things creatively while still ensuring they do what they need to do as bedrooms?
Jonathan: The first thing to say is that we have a very talented and passionate team of creatives and storytellers within Merlin Magic Making – the creative arm of Merlin Entertainments. Those team members immerse themselves in the DNA of any IP we’re working with… The first two questions should always be: What story are we telling? And how do we tell it? From the moment guests enter the room, and the Bluey theme tune plays from above, our guests know they’ve entered their very own unique episode. This allows their imaginations to run wild with excitement.

I’m sold! That sounds brilliant.
Jonathan: Every corner of the room needs to tell a different story! That’s where we spend a lot of time ensuring all our wall graphics contain the right level of detail and subtle Easter eggs that meet fans expectations. Perhaps it’s the glow in the dark shapes that decorate a room, or the hidden sound effects when you open a cupboard… It’s those small details that really make a child’s visit magical. We want families to have the best time when they visit and it’s that level of care and passion that set our rooms and storytelling at CBeebies Land Hotel apart from the competition… It’s something we pride ourselves on.

Looking further afield, do you see more live experience-led activations for the Bluey brand?
Natasha: Alongside the hotel rooms, there’s also the opportunity to meet Bluey and Bingo – and for the first time ever their parents Bandit and Chilli – within CBeebies Land for a very special meet and greet. Stateside, we have Bluey x CAMP – which is the fastest-selling experience ever at CAMP. This is expanding into further locations in the US, too. There’s also the brand-new immersive attraction Bluey’s World, which will open in Brisbane in October 2024. Beyond that, I absolutely see more Bluey live, experience-led activations coming to fruition in the future… Watch this space!

Nicely teased! Thanks again guys.