Next February’s rebrand of the Toon Disney television and online platforms in the United States could also have implications in Europe. Toon Disney will become Disney XD, at the same time adding live action programming, and targeting 6-14 year old boys.
The repositioning takes the channel into territory already occupied by the Disney-owned Jetix. In a statement Disney said that any potential re branding decisions “for the 19 Jetix channels and six Toon Disney branded channels and programming in all other parts of the world” would be made on a case by case basis at a later date.
Already Jetix’s European distribution operations have been brought together with those of the Disney Channel.
For the US at least Disney XD will try to capture a “cool factor” amongst boys that has sometimes been elusive.
“Disney Channel is a huge business serving kids all around the world, and it’s especially successful with girls, and our goal with Disney XD is to have that same success ratio with boys. Disney XD will showcase great stories and empowering characters with Disney’s brand credibility and a cool creative factor that will set it apart from the pack,” said Rich Ross, president of Disney Channels Worldwide.
Disney XD will be the seventh brand TV and radio brand for The Walt Disney Company that also includes Playhouse Disney, Disney Channel, Radio Disney, Disney Cinemagic, Toon Disney and Jetix.