Bluey blow over Bunnings: ABC axes favourite episode on iview
The Hammerbarn episode from season 2 of beloved cartoon show Bluey has been axed from ABC’s iview because of a partnership the show has with hardware giant Bunnings, infuriating Aussies.
Victoria
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The ABC has infuriated families by pulling a popular episode of cartoon favourite Bluey because of a commercial partnership the show has with warehouse giant Bunnings.
The much-loved Hammerbarn episode from season 2 disappeared from the national broadcaster’s iview platform in recent days, just as Bunnings reignited an in-store campaign in honour of the juggernaut series.
Bunnings spokeswoman Melissa O’Neill said the company was disappointed the broadcaster had chosen to remove the episode, in which the Heeler family visit their local hardware store.
“It’s sad to think that they can’t enjoy the episode,” she said.
“And particularly given Bluey fans can buy merchandise from a range of retailers and sites both in Australia and overseas.”
Concerned viewers who contacted the ABC Help centre were told the broadcaster was not involved in the deal between the hardware store and BBC Studios, which holds the merchandising rights for the series.
“This campaign is a BBC Studios and Bunnings partnership. As the ABC cannot align with a commercial brand or partnership, the Bluey episode ‘Hammerbarn’ will temporarily be unavailable on ABC iview while the Bunnings Hammerbarn campaign is live,” an ABC representative said.
“However ‘Hammerbarn’ will return to ABC iview at a later date.’’
The Bunnings campaign kicked off last year, with the chain selling Bluey gnomes in honour of those that feature in the episode.
Bunnings renamed six of its warehouse stores Hammerbarn earlier this year.
A new range of merchandise went on sale on Wednesday, along with Bluey-themed workshops and in-store scavenger hunts.
Kate McMahon, co-host of popular Bluey podcast Gotta Be Done, said: “Hammerbarn is one of the most iconic Bluey episodes and so to have it removed from the platform is a shame.’’
Ms McMahon said Bluey had many other partnerships so it was “curious that they have chosen this one’’.
“Will ABC review all episodes now given Bluey has so many commercial partnerships?
“A lot of parents rely on an episode of Bluey to get them through the day so to lose one like this is really tough.’’
An ABC spokeswoman defended the decision, saying: “As the public broadcaster, the ABC cannot align with a commercial brand or partnership. The Bluey episode Hammerbarn will return to ABC iview at a later date.”
“All other episodes of Bluey seasons 1-3 remain on ABC iview for Bluey fans to enjoy,” she added.
Users on the Reddit online forum also questioned the vanishing Hammerbarn episode.
“You can’t be serious? My 3 year old is going to throw a fit,’’ one said.
“For what it’s worth, Bunnings loves the episode,’’ another said.
It’s not the first time a Bluey episode has been targeted.
The Teasing and Flat Pack episodes were both pulled for containing the word “ooga booga’’ and were edited and available on certain platforms, while Dad Baby was taken from Disney+ because of the heavy focus on child birth where Bandit pretended to be pregnant.
And part of the Exercise episode was edited amid a fat-shaming furore where Bluey’s parents complained about their weight.
The Herald Sun revealed in February that ABC missed out on a $1bn payday after allowing the BBC take on the merchandising rights for the series.
The show’s raging success has also led to other commercial deals, with Bluey featured in a set of “Dollarbuck” $1 coins released by the Royal Australian Mint last year.
Another Bluey episode, Bus, features a pretend crash into a custard factory – it led to a deal where Brisbane-based Pauls Dairy sells Bluey kids custard.
Originally published as Bluey blow over Bunnings: ABC axes favourite episode on iview
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