Disney Branded Television Re-Brands As The Friendlier-Sounding Disney Kids & Family

Disney is renaming Disney Branded Television, the unit responsible for children’s and family programming across Disney+, Disney Channel, Disney Jr., and Disney XD, as Disney Kids & Family. The change is effective immediately.

According to the company, the rebrand follows a review of Disney Entertainment Television led by chairman Debra O’Connell and is intended to better reflect the division’s current focus. While the previous name emphasized the Disney brand and perhaps felt overly sterilized and commercial, the new title puts the target audience front and center.

The move comes as Disney continues to evolve beyond its traditional channel-based TV business, with broadcast viewership continuing to decline. Disney Branded Television was itself created in 2020, replacing the long-running Disney Channels Worldwide banner as the company shifted more of its attention toward streaming. Now, the company is taking that shift even further, dropping Television from the name entirely.

For now, the name change seems mostly symbolic. The division remains one of Disney’s most important commissioners of kids’ content, overseeing original series and specials for Disney Jr., Disney Channel, and Disney+. Recent projects have included shows such as The Doomies, Dragon Striker, and a growing slate of preschool programming.