Feb 17, 2021

Warnermedia launches 50 preschool series, announcing "Repaint Your World" as the slogan of the new cartoon network

Warnermedia Kids and Family has come up with a multi-pronged approach to take on Netflix, Disney, Youtube, and Nickelodeon in the highly competitive kids' space.

Starting later this year, more than 300 hours of original series, specials, and acquisitions, will debut on its Cartoon Network channel and streaming service HBO Max, the latter of which will launch an ad-supported service tier in the summer. The new line-up was announced this morning at a virtual upfront for advertisers, and notably, it's targeted across all children's age groups including preschoolers, ages 6-11, and family co-viewing.

The output from Warnermedia offers plenty of new takes on their extensive back catalog of IP from both Warner Bros. and Cartoon Network (such as Ben 10 specials, a Gumball movie, and preschool versions of Tom & Jerry and Looney Tunes) as well as licensed acquisitions.

The centerpiece of its Kids & Family division is Cartoon Network, which unveiled a tagline today: “Redraw Your World.” This newly-defined mission aims “to empower kids to feel comfortable with who they are, embrace their uniqueness and believe in their own ability to impact change.” Largely inspired by the success of Steven Universe, this new mantra represents a significant evolution for Cartoon Network, which has transformed from a pure entertainment brand into a mission-driven platform for children. Hints of this new direction have been evident for the last year, such as the network's series of PSAs about systemic racism.

As part of that new mission, Cartoon Network will launch a new preschool programming block this fall, Cartoonito, which will be available on both its cable channel and HBO Max. (The name is borrowed from Warnermedia's long-running preschool channel in the U.K.) The Cartoonito block will have 20 new series available at launch, with an aim to grow to 50 shows within its first two years. This is in addition to the thousands of hours of legacy shows and global acquisitions.

The block is said to be based on “Humancentric Learning,” a proprietary preschool educational framework developed by the network. “Cartoonito is designed to be a thoroughly modern preschool brand, both by leaning into our iconic content and by inviting fresh new voices in. We'll make high-quality, authentic stories that kids and parents can enjoy together,” said Amy Friedman, head of kids and family programming, Warner Bros. “Grounding everything we do in Humancentric Learning will ensure that kids embrace and celebrate their differences and everyone else's.”

Below is a list of all the titles presented at today's press event: