Warner Bros. Discovery is rebranding its kids’ channel Boomerang to the preschool channel Cartoonito across Southeast Asia, as well as Taiwan and Hong Kong.
Why are they rebranding? WBD says that the switch is the result of positive feedback to its Cartoonito-branded block on Boomerang and Cartoon Network, which launched last year.
What will the Cartoonito channel offer? The channel will be geared towards children ages 2-6 and is based on the “Humancentric Learning” educational framework developed by education psychologist Dr. Laura Brown. The four pillars of her curriculum are creativity, caring, curiosity and courage. Numerous Boomerang shows will remain on the new Cartoonito channel, including Tom & Jerry, Baby Looney Tunes, Alice & Lewis, Pat the Dog, and Grizzy and the Lemmings. Other shows that will be added to Cartoonito are Batwheels, Bugs Bunny Builders, Mittens & Pants, and Vida the Vet.
What is WBD saying? “In a year when Warner Bros. celebrates 100 years of entertaining fans, Cartoonito is set to ignite the imaginations of our region’s youngest audience,” says Christopher Ho, head of kids networks, Southeast Asia, Warner Bros. Discovery. “Our new-look preschool channel celebrates individuality and originality, offering a safe space where kids and their families can laugh and learn alongside beloved characters.”
When will the switch happen? The linear Boomerang channel will be rebranded as Cartoonito July 28 across all platforms on July 28. The channel is available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia, and Bahasa Indonesia.