Streets Partners with Bluey to Launch Frozen Treat in Australia

Streets, part of The Magnum Ice Cream Company, has partnered with children’s television series Bluey to launch Streets Bluey Frozen Treat across Australia in September 2026.

The rollout follows research commissioned by Streets showing 79 per cent of parents would rather their children remember everyday moments together, while more than half enforce rules around eating ice cream.

Mixed Berry Format Targets Supermarket Freezers

Shoppers will find the Streets Bluey Frozen Treat in Australian grocery aisles as a single-serve item and a multi-pack mixed berry ice-block. BBC Studios manages global commercial rights for the Brisbane-created show. Over the past four years, the animation brand has expanded across multiple consumer packaged goods categories.

For The Magnum Ice Cream Company, the range broadens its impulse and family-pack presence in Australian supermarkets and convenience stores. Licensing proven intellectual property helps frozen treat makers defend shelf space without inventing categories from scratch.

Research Points to Spontaneous Consumption Habits

Research firm Pureprofile surveyed 1,000 Australian parents ahead of the launch. More than half of respondents set strict rules on when children can eat ice cream. Only 37 per cent allow unsupervised treats.

Survey findings also show 79 per cent of parents prefer everyday shared moments with their children over major holidays. Another 28 per cent report having less unplanned family time than in past years. The marketing team aims to tap this dynamic directly at store checkout displays.

Three-City Activation Precedes Broader Distribution

Agency 1000heads ran the initial campaign across Melbourne, Sydney and Brisbane. The push started with direct doorstep deliveries to more than 40 households across the three eastern capitals to seed social media chatter.

Production firm Rockstar built a live activation site in Brisbane featuring Bluey and Bingo character appearances alongside a national morning television broadcast. The event aimed to drive shopper footfall to freezer aisles during early spring trade.

Licensing Strategies Reshape impulse Buying

Character licensing has become a key defensive tactic for ice cream makers competing with private labels. Australian supermarket chains continue to expand their store-brand dessert ranges, pushing tier-two names off prime shelf space.

Securing major domestic properties gives manufacturers better use when negotiating promotional pricing and front-of-store freezer space with supermarket giants. Streets will monitor initial sell-through rates across east coast stores through the fourth-quarter summer peak.