In a remarkable move, Warner Bros. Discovery has decided to rebrand its renowned kids’ TV channel, Boomerang, as Cartoonito in Southeast Asia, Taiwan, and Hong Kong. This strategic transition, which will be in effect from July 28, not only sets a new paradigm in kids’ entertainment but also highlights a significant shift towards a more inclusive preschool education through innovative television programming.
Boomerang, known for its nostalgic cartoon series such as “Tom & Jerry” and “Baby Looney Tunes,” is poised to expand its audience base by catering to preschool-aged viewers. The revamped channel, Cartoonito, would continue to air the old favorites, thus, ensuring a balance of entertainment for all age groups.
What’s striking about this rebranding is the introduction of Cartoonito’s educational focus, designed around a curriculum called “Humancentric Learning.” Conceptualized by early childhood education expert Dr. Laura Brown, the unique framework emphasizes four key areas—creativity, caring, curiosity, and courage. This robust educational approach aims to inspire children to learn from their mistakes, spark imagination, and cultivate empathy and respect towards others.
On a larger scale, this rebranding is part of Warner Bros. Discovery’s commitment to revolutionize the way young viewers interact with television content. The successful experiment with the Cartoonito programming block on Boomerang and Cartoon Network further solidified the decision to rebrand. As Christopher Ho, head of kids networks for Southeast Asia at Warner Bros. Discovery, expresses, “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.”
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The metamorphosis of Boomerang to Cartoonito not only speaks volumes about Warner Bros. Discovery’s progressive stance on early childhood education but also reflects an exciting evolution in children’s television programming in Southeast Asia. As this transformation unfolds, we look forward to the adventures of ‘Mittens & Pants’ and ‘Vida the Vet’, among other exciting offerings.
