KLM - Bluey, The Movie

KLM - Bluey, The Movie

In order to appeal to young passengers, KLM at the end of 2014 introduced a new kid’s mascot named Bluey. This month, the carrier brought Bluey to life with the first installment of series of short animated films.

‘Bluey and the Flower Parade’ (video) debuted April 10 on KLM’s YouTube channel and Facebook page and was watched more than 181,000 times in just 20 days. The four-minute film introduces some new characters, including Bluey’s father (a 787 jumbo) and a scatter-brained she-plane friend named Windy.

The plot follows Bluey from a KLM hangar at Schiphol, to soaring the skies with his father, to helping Windy with a distressing flower problem. Taking a style page from the Disney/Pixar book, Bluey’s first movie features some comedic nuggets aimed at parents and brings to mind popular family films like Planes and Finding Nemo.

‘Bluey and the Flower Parade’ will be added to the children’s IFE selection onboard all intercontinental flights in June, and more animated adventures are being planned. Bluey will also be integrated into the graphical user interface (GUI) of the children’s IFE menu screens and the play area at Amsterdam Schiphol Airport will get a Bluey makeover.

KLM’s VP of Inflight Cabin Management Els Polhuijs told the Holland Herald that Bluey’s likeness was originally integrated into the packaging of kid’s meal boxes and other merchandise like key chains, cabin baggage and plush toys – but his immediate popularity inspired KLM’s marketing team to think bigger.