Last weekend, families across Australia gathered to celebrate one of our nation’s great cultural export — a young Brisbane-based Blue Heeler pup named Bluey. The ABC aired a “Hottest 100” list of the episodes ranked, with the tear-jerking “Cricket” taking out top spot. Some argued online the winning episode inspired Aussie cricketers to take out the ODI World Cup just hours later in India. Considered trailblazing for what the show has done for children’s TV, Bluey tackles issues big and small, and more importantly, ensures Aussie kids hear an Aussie accent on cartoons. It’s something our country should collectively beam with pride on. And now kids from Brisbane all the way to Baltimore are crying out for Bluey-themed toys, video games, and even toothbrushes. It’s a shame the profits of which won’t return to Bluey’s home country. The BBC signed the rights in 2018, after Bluey creator, Ludo Studios, argued that ABC did not “have the firepower” necessary to muscle into the commercial negotiations The ABC’s short-sighted decision to not fight harder for the merchandise and international distribution rights has arguably cost the national broadcaster millions of dollars. And instead, the ABC is more interested in finding four TikTok creators, with more than 10,000 followers, to create content online. Those four, Sydney-based roles, will be paid up to $114,000 a year, created after redundancies across news divisions, will be tasked with making videos for social media, which don’t cover important news of the day. Once again, it feels like the ABC has been stumped by what its audience wants.