Fans of the beloved Australian children’s series Bluey are expressing outrage following the ABC’s decision to withdraw a popular episode titled Hammerbarn from its streaming service, iview. The removal is linked to a commercial arrangement between the ABC and hardware giant Bunnings Warehouse, which has recently relaunched a merchandising campaign inspired by the episode, depicting the Heeler family on a shopping trip at their favourite hardware store.
As part of this promotional effort, Bunnings has introduced a new range of Bluey merchandise, in-store scavenger hunts, and themed workshops to engage families and children. However, the ABC has clarified that the episode’s absence from iview is a result of its policy against promoting commercial partnerships. A representative stated, “As the ABC cannot align with a commercial brand or partnership, the Bluey episode Hammerbarn will temporarily be unavailable on ABC iview.”
Despite the episode’s removal, all other episodes from seasons one to three of Bluey remain accessible on iview for fans to enjoy. The ABC has reassured viewers that Hammerbarn will eventually return to the platform.
Last year, in a unique marketing initiative, Bunnings transformed six of its stores with a Hammerbarn theme, offering activities such as kid-focused DIY workshops based on the show, and selling a variety of related merchandise, including garden gnomes inspired by the series. The partnership highlights the appealing nature of Bluey, which centres around family life and the joys of a shopping expedition at a typical Australian building supply store.
In summary, while Bluey fans are disappointed by the episode’s temporary unavailability, the excitement surrounding the merchandising campaign at Bunnings continues to grow, fostering a community of young DIY enthusiasts.