BBC Studios and LUMEN launch partnership introducing Bluey and BBC Earth to loyalty campaigns across EMEA

Amsterdam, January 20, 2026  – LUMEN has partnered with BBC Studios to introduce a new approach to family-focused loyalty campaigns across Europe, the Middle East and Africa. The partnership combines BBC Studios’ trusted content with LUMEN’s expertise in purpose-led loyalty marketing. It marks BBC Studios’ first step into loyalty marketing and strengthens LUMEN’s position as a frontrunner in connecting global brands with families through meaningful, story-driven campaigns.

BBC Earth content in LUMEN loyalty campaigns Through the partnership, LUMEN will integrate selected BBC Earth documentary assets into its campaigns and projects worldwide. These trusted visuals bring the natural world closer to families and replace standard campaign imagery with authentic storytelling that sparks curiosity and inspiration. By embedding BBC Earth’s content, LUMEN enhances its ability to create loyalty campaigns that combine purpose, emotion and long-term engagement.

Bluey joins the LUMEN portfolioAs part of the collaboration, Bluey, the globally loved animated series from BBC Studios, will be available for family-oriented loyalty campaigns in EMEA. Bluey’s stories celebrate imagination, empathy and everyday learning. These values align with LUMEN’s vision to create storytelling campaigns that build connection and positive family experiences. The addition of Bluey expands LUMEN’s portfolio of global IP collaborations and strengthens its role as a trusted partner for retailers seeking content-driven loyalty marketing.

About LUMEN

LUMEN is a specialist in sustainable and impactful loyalty campaigns for families with children. Its tailor-made programmes create lasting value for retailers such as Albert Heijn (Netherlands), Mega Image (Romania) and Auchan (Portugal). As the first B Corp-certified company in the loyalty industry, LUMEN is committed to purposeful loyalty marketing that inspires curiosity, connection and positive consumer behaviour.

About BBC Studios

The main commercial arm of BBC Commercial Ltd is BBC Studios. BBC Studios is able to take an idea seamlessly from thought to screen and beyond, the business is built on two operating areas: the Content Studio, which produces, invests and distributes content globally and Media & Streaming, with BBC branded channels, services including bbc.com and BritBox International and joint ventures in the UK and internationally. The business made more than 2,800 hours of award-winning British programmes last year for a wide selection of public service and commercial broadcasters and platforms, both in the UK and across the globe. Its content is internationally recognised across a broad range of genres and specialisms, and includes world-famous brands like Strictly Come Dancing/Dancing with the Stars, the Planet series, Bluey and Doctor Who.