CEO of BBC Studios' brands and licensing, Nicki Sheard, discusses her career journey and the growth of the cherished animated series.

Bluey, Bingo, Bandit, and Chilli form a lovable animated family from Queensland, Australia, captivating audiences globally. In 2024, "Bluey" became the most-streamed show in the U.S., amassing over 80 billion minutes of viewing time in 18 months. Nicki's role involves expanding Bluey and her family beyond the screen through games, toys, social media, YouTube, and even Disney Parks (coming in 2026!).

Nicki Sheard: From Science to Brand Management

Initially, Sheard pursued a different path in science. Growing up on a farm, she excelled in her studies and aimed for a career as a scientist. After graduating from Oxford and starting a PhD at Harvard, she realized it wasn't the right fit. “I remember sitting on the plane crying,” she recalls, questioning her choices. With no clear plan, she returned home, supported by her concerned parents.

From Lab Work to Brand Strategy

Sheard began her career at Procter & Gamble as a research scientist. However, while working in the lab, she observed brand managers and felt drawn to their roles. Trusting her instincts, she approached her supervisor to switch departments, even if it meant starting from the bottom.

This decisive move marked the beginning of her impressive journey.

Embracing New Opportunities

Sheard's willingness to explore new avenues led her through consulting stints at McKinsey & Company and brand management roles at the BBC. Eventually, she joined King Entertainment, known for Candy Crush, despite having never played online games before. A headhunter reached out during her maternity leave, encouraging her to meet the team behind the game. Skepticism turned into excitement as she recognized their potential.

Her mother was less than thrilled about her career transition, questioning her choice to leave the BBC for Candy Crush. Reflecting on her diverse career path, Sheard acknowledges the value of bringing an outsider's perspective to the table.

From Beauty to Bluey

After Candy Crush went public and was acquired by Activision Blizzard, Sheard became CMO at Charlotte Tilbury. In 2020, she returned to the BBC and was appointed CEO of Brands & Licensing in 2024.

Recognizing Bluey's potential early on, she advocated for increased investment in the show upon her return. The BBC serves as a co-commissioner and distributor of the acclaimed series produced by Ludo Studio. Sheard quickly understood its unique appeal, emphasizing that Bluey wasn't just a children's show but a reflection of family life, capturing both joyous and challenging moments.

“Bluey taps into those complex family emotions,” she states.

Expanding the Bluey Brand

Sheard and her team thoughtfully manage Bluey's expansion beyond the screen. “Our guiding principle is to take what people love about the show to various platforms,” she explains. They collaborate closely with toy manufacturers to ensure products accurately reflect the show's aesthetics. For the stage adaptation, they crafted it as an episode of the series.

This meticulous approach has resulted in a wide range of Bluey partnerships, including digital games, toys, live performances, and apparel. “I get stopped all the time when wearing Bluey Converse shoes,” she laughs. “People ask where they can get them; they’re beautiful!”

Two significant milestones highlight Bluey's success: the character's debut in Disney Parks early next year and a feature-length movie set for 2027. Sheard and her team recognize the deep connection fans feel towards Bluey and are committed to honoring that bond. “Families often dress as Bluey characters for events, which is a true privilege,” she adds.