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EXCLUSIVE: Disney Branded Television is rebranding itself arsenic Disney Kids & Family. The sanction alteration follows a reappraisal by Debra OConnell who added oversight of nan Ayo Davis-led section arsenic portion of her elevation to Chairman of Disney Entertainment Television successful March. OConnell and Davis shared nan renaming news successful a statement to Disney Branded tv imaginative partners, which you tin publication successful afloat below.
The caller moniker is designed to much accurately bespeak nan quality of nan division’s contented and nan assemblage it targets crossed Disney+, Disney Jr., Disney Channel, and integer platforms.
The “branded” portion of nan erstwhile sanction did create immoderate confusion. While nan portion is down a number of bid and TV movies based connected Disney IP — including Mickey Mouse Clubhouse, Descendants, Wizards Beyond Waverly Place, Percy Jackson and nan Olympians and Vampirina (both adaptations of books by Disney-owned patient Hyperion) arsenic good arsenic upcoming pre-school collaborations pinch Disney labels Marvel (Marvel’s Avengers: Mightiest Friends) and Pixar (Cars: Lightning Racers) — it besides produces a slew of original shows/movies specified as Sofia nan First: Royal Magic, Phineas & Ferb, Big City Greens, Doc McStuffins, Kiff, Zombies and Camp Rock.
There is besides third-party/acquired contented that nan section spearheads, including mega deed Bluey and SuperKitties.
All shows are conceived pinch an oculus towards franchising nan IP crossed nan Disney ecosystem pinch user merchandise extensions, for illustration toys and clothing, experiences, including Disney parks, cruises and tours, and music, including soundtracks and concerts.
Age-wise, nan division’s portfolio serves preschoolers though nan Disney Jr. slate, kids ages 6-teen done animated and live-action fare connected Disney Channel, and families via co-viewing programs connected Disney+ specified arsenic Percy Jackson and nan Hannah Montana 20th day special. (All Disney Jr. and Disney Channel originals besides watercourse connected Disney+.)
“Our caller sanction amended reflects nan creativity, ambition and storytelling we’re known for, while bringing greater clarity to nan imaginative organization astir who we are and what we create,” OConnell and Davis wrote successful their associated letter. “While our sanction is changing, our committedness to awesome storytelling – and to each of you – remains precisely nan same.”
The Disney Branded Entertainment sanction dates backmost to 2020 erstwhile nan portion was formed arsenic a section of nan past Peter Rice-led General Entertainment Content group pinch Disney Channel seasoned Gary Marsh arsenic its head. Davis replaced Marsh a twelvemonth later and has headed nan section since. Under nan caller name, nan section remains portion of Disney Entertainment Television headed by OConnell.
Disney Branded Television was responsible for 3 of nan apical 5 preschool streaming shows of 2025: Bluey (#1), U.S.’s most-watched streaming bid for nan past 2 years pinch much than 193 cardinal minutes viewed connected Disney+ to day per Nielsen; Spidey and His Amazing Friends (#3); and Mickey Mouse Clubhouse (#5).
Other ratings headlines include Phineas and Ferb returning to nan Nielsen Top 10 Acquired Chart successful 2025, Percy Jackson and nan Olympians ranking arsenic a Top 5 original streaming bid for its first season, nan caller Hannah Montana 20th Anniversary Special amassing 6.3 cardinal views crossed Disney+ and Hulu successful its first 3 days, and Descendants: The Rise of Red becoming nan #1 original streaming movie among Kids/Girls 6-11 and Teens/Girls 12-17 for 2024.
The Descendants and Zombies franchises besides person generated celebrated soundtracks and past fall’s sold-out Descendants/Zombies: Worlds Collide tour.
On nan awards side, Disney Branded Television has been a main driver down Disney earning much Children’s and Family Emmy nominations than immoderate different institution for nan past 2 years.
The division’s original shortform bid see How Not to Draw, Chibi Tiny Tales and Locker Diaries.
Here is OConnell and Davis’ note:
To our imaginative partners,
We’re penning to fto you cognize astir an breathtaking alteration astatine Disney Entertainment Television:
Disney Branded Television is being renamed Disney Kids & Family.
Together, we person built enduring franchises beloved by kids and families astir nan world. Our caller sanction amended reflects nan creativity, ambition and storytelling we’re known for, while bringing greater clarity to nan imaginative organization astir who we are and what we create.
While our sanction is changing, our committedness to awesome storytelling – and to each of you – remains precisely nan same.
Thank you, arsenic always, for your partnership, collaboration and creativity. We’re grateful for everything we’ve built together… and everything still to come.
Best,
