Jun 28, 2023

Boomerang will rebrand to Cartoonito throughout Southeast Asia.

Warner Bros. Discovery is rebranding its children's channel Boomerang to toddler channel Cartoonito in Southeast Asia, Taiwan and Hong Kong.

Why the rebranding - WBD says the change is the result of positive feedback on Boomerang and Cartoon Network's Cartoonito brand block launched last year.

What does the Cartoonito channel offer- The channel is geared toward children ages 2-6 and is based on an educational framework called "Human Centered Learning" developed by educational psychologist Dr. Laura Brown. The four pillars of her curriculum are creativity, compassion, curiosity, and courage. Numerous Boomerang shows will remain on the new Cartoonito channel, including Tom and Jerry, Baby Looney Tunes, Alice and Lewis, Pat the Dog, and Grizzy and the Lemmings; other shows being added to Cartoonito are Batwheels, Bugs Bunny Builders, Mittens & Pants, and Vida the Vet. [Christopher Ho, head of Warner Bros. Discovery's Southeast Asia Kids Network, said, "As Warner Bros. celebrates 100 years of entertaining fans, Cartoonito will ignite the imagination of the region's youngest viewers. . Our new toddler channel will celebrate individuality and originality, providing a safe space for children and their families to laugh and learn alongside their favorite characters."

When will the switchover take place - Linear's Boomerang channel will be rebranded as Cartoonito July 28 on all platforms. The channel will be available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia, and Bahasa Indonesia.