WBD’s Boomerang Channel Rebrands as Cartoonito in Asia

Patrick Frater
·2 min read
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Warner Bros. Discovery will rebrand its kids’ TV channel Boomerang to Cartoonito in Southeast Asia, Taiwan and Hong Kong, with effect from July 28.

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The company said that the “switch is a result of positive feedback to the Cartoonito-branded block on Boomerang and Cartoon Network launched in 2022, and is focused on being more inclusive to pre-school aged viewers.”

Sources close to the company explained that the move is “part of a big regional and global commitment by WBD to preschool content.” It follows Cartoonito rebrands and launches in other international territories including EMEA and LatAm.

As a full regional channel offering, Cartoonito will introduce a new generation to a diverse slate of original series and franchises. Modern preschool adaptations that support children’s potential include fan-favourite franchises such as “Batwheels” and “Bugs Bunny Builders.”

Boomerang favourites including “Tom & Jerry,” “Baby Looney Tunes,” “Alice & Lewis,” “Pat the Dog” and “Grizzy and the Lemmings” will remain on the channel, alongside other series “Dino Ranch,” “Mumfie” and “Tangranimals.” New shows include “Mittens & Pants and Vida the Vet.”

The rebranding as Cartoonito covers all platforms in the region. The channel, which targets 2-6 year-olds, is available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia and Bahasa Indonesia.

The re-branding comes at a time when other media conglomerates are either selling or closing their linear channels in Asia. Instead, they are pushing consumers to use streaming services and app-based offerings.

WBD says that Cartoonito’s “modern approach to preschool programming is supported by an educational framework called humancentric learning [..] all Cartoonito shows follow a curriculum – designed by early childhood education expert Dr Laura Brown – to form the four pillars of: creativity, caring, curiosity and courage.”

“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. 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,” said Christopher Ho, head of kids networks – Southeast Asia, Warner Bros. Discovery.

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