BBC Studios has bolstered its ongoing Bluey: Let’s Play Chef campaign by partnering with British retailer John Lewis for a new in-store activation running throughout August.

The “Summer with Bluey” event will kick off across the UK’s 32 John Lewis department stores on August 2, allowing young shoppers to take part in a themed treasure hunt and enter a prize draw after they finish. Other elements include free Bluey-branded lunch bags and activity sheets, as well as free meals for kids at the in-store café (with the purchase of an adult meal). 

Throughout the month, select stores will be able to book and host Bluey meet-and-greets, which also include LEGO workshops giving guests an opportunity to build and take home a Duck Cake (from an episode in the show’s second season). Meanwhile, the retailer’s flagship storefront on Oxford Street in London has built two large-scale LEGO models of Bluey and Bingo that will be displayed in the store’s dedicated toy area. 

This spring, the Bluey brand announced that Let’s Play Chef would be its official theme for the year. The campaign kicked into high gear in April, when BBC Studios partnered with cinema chain Vue to screen a package of eight food-themed Bluey episodes in theaters across the UK and Ireland. This Bluey at the Cinema: Let’s Play Chef Collection has since expanded its box-office run to also encompass France, Germany, Italy, the Netherlands and Poland. According to Box Office Mojo, the title has generated more than US$698,000 in UK ticket sales alone. 

Bluey’s extensive list of licensing partners have also made moves to leverage the theme this year, including master toy partner Moose Toys rolling out a new Bluey Supermarket playset, Penguin Random House creating a BBQ-themed story book, and Orchard Toys developing a shopping list board game. And BBC Studios has launched a series of Bluey-inspired recipes on the brand’s official website that kids and families can make together, such as gnome toast, duck cake, biscuits, fruit art and sticky gecko jelly.