In September 2024 the Royal Australian Mint (the Mint) partnered with Australia Post to release a new collectible coin program celebrating the animated children’s television series – Bluey.

Bluey has taken the world by storm. The heart-warming show is a fusion of humour, imagination and life lessons that captivates both the young and the old. Bluey makes the everyday ordinary – extraordinary. The captivating and entertaining TV series has captured hearts around the world and has become one of the most beloved kids shows in Australia.

Australia Post is an Australian government business enterprise that provides postal services throughout Australia. They have one of Australia’s largest retail networks, with 4,198 Post Offices including more than 2,500 outside major cities.

The program consisted of two specially designed $1 coins (or ‘dollarbucks’, the term for coins in Bluey) released though Australia Post cash tills over a 4-week period, with the public having the opportunity to find the coins in their change.

In addition to the $1 coins in tills, a supporting range of specially packaged collectibles were also available to purchase, including 10 individual Privy Mark coins in cards, a 10-coin collection with 1-in-10 sets having a special coloured coin, and proof coloured coins for the avid collector.

The specially packaged collectibles achieved a 94 percent sell through in the first week of release.

Over 100 media stories were generated on the launch day, reaching almost 6 million people, and generating $1.5m in free publicity for the Mint and Australia Post.