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Citymapper has launched a new ‘For Kids’ feature in partnership with BBC Studios, integrating the Bluey brand into its navigation app. Available in 40 countries, the mode offers stroller-friendly routes, Bluey-themed icons, and access to games on Bluey.tv to assist families during travel.
Citymapper has introduced a new ‘For Kids’ feature in its navigation app, partnering with BBC Studios to integrate the popular children’s show Bluey into family travel planning. The update, part of the global Play the Bluey Way campaign, allows parents and caregivers to select kid-friendly routes, identify stroller-friendly transit stations, and personalize trips with characters from the series. This development aims to assist families in managing the logistical challenges of travel while providing entertainment for children during the journey.
The feature is accessible by opening the Citymapper app, planning a trip as usual, and selecting the Bluey ‘For Kids’ option from the route options list. According to the announcement, the mode is currently available in 40 countries, including the United States, the United Kingdom, and Australia. The integration focuses on making navigation more practical for parents by highlighting accessible infrastructure and reducing the friction often associated with traveling with young children.
Beyond route planning, the app offers interactive elements designed to engage children during transit. Kids can view clips of Bluey, Bingo, and their family while assisting with route planning. The feature also provides access to games and activities hosted on Bluey.tv, creating a continuous entertainment loop that extends from the planning phase into the trip itself. This dual approach addresses both the logistical needs of caregivers and the engagement needs of passengers.
Reducing Friction in Family Travel
This partnership matters because it addresses a specific pain point for families: the unpredictability and logistical burden of navigating public transit and city streets with young children. By prioritizing stroller-friendly stations, Citymapper provides actionable data that generic navigation apps often lack. For parents, this reduces the cognitive load of constantly checking for accessibility, allowing for smoother travel experiences.
From a brand perspective, the integration represents a strategic expansion of the Bluey franchise beyond television and merchandise into utility services. By embedding the characters into a daily-use app, BBC Studios and Citymapper reinforce brand loyalty among parents, positioning Bluey not just as entertainment, but as a helpful tool in family life. The Play the Bluey Way campaign leverages the show’s themes of play and exploration to make mundane tasks feel like adventures, potentially increasing user retention and engagement with the Citymapper platform.
The Play the Bluey Way Campaign
The feature is a component of BBC Studios’ global Play the Bluey Way campaign, which encourages families to incorporate more play and imagination into everyday activities. Bluey, an Australian animated series created by Joe Brumm, has achieved significant international success due to its appeal to both children and adults. The show’s focus on family dynamics and creative play has made it a valuable partner for brands seeking to connect with millennial and Gen Z parents.
Citymapper has previously experimented with various user-centric features to differentiate itself from competitors like Google Maps and Apple Maps. By targeting the niche but high-value demographic of families, the app seeks to carve out a specific use case. The partnership with BBC Studios marks a significant move into branded partnerships for utility apps, blending functional navigation with licensed character content.
“Parents can now avoid the age-old question of ‘are we there yet?'”
— The Toy Insider
Data Privacy and Feature Longevity
While the announcement details the availability in 40 countries, it is not yet clear if the feature will be rolled out to additional markets in the future. The specific duration of the Play the Bluey Way campaign integration remains unconfirmed, leaving open the question of whether this is a permanent addition or a temporary promotional feature. Additionally, details regarding how the app handles data from children using the games and activities on Bluey.tv are not specified in the initial announcement. Parents may seek clarity on privacy protections for minors using the interactive elements within the navigation app.
Users interested in the new feature can access it immediately by updating their Citymapper app and selecting the ‘For Kids’ option during route planning. Families seeking more information about the broader campaign can visit bluey.tv/theblueyway. Future developments may include additional character integrations or expanded game content, depending on the success of this initial rollout. Citymapper may also release user feedback data or usage statistics in the coming months to demonstrate the feature’s impact on family travel patterns.
Key Questions
Which countries have access to the Bluey ‘For Kids’ feature?
The feature is currently available in 40 countries, including the United States, the United Kingdom, and Australia.
How do I activate the Bluey mode in Citymapper?
Open the Citymapper app, plan a trip as usual, and select the Bluey ‘For Kids’ option from the route options list.
Does the feature help with stroller accessibility?
Yes, the ‘For Kids’ mode highlights stroller-friendly public transit stations to help caregivers navigate cities more easily.
Can children play games within the Citymapper app?
Children can access clips and games through Bluey.tv while using the app to plan routes and during the trip.
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