In an effort to bring in co-viewing audiences and leverage its global kids portfolio, Turner Broadcasting is globally rebranding its kids brand Boomerang.
Boomerang, Turner’s home for retro toons, will now become a global all-animation network for kids and families, with both iconic cartoons and new original programming.
The refreshed network will air classic content like Tom and Jerry, Looney Tunes, The Powerpuff Girls and Scooby-Doo. It will also include a slate of newly-acquired contemporary content from international studios and for the first time, offer exclusive original content.
Also for the first time, the channel will sell ads and promotional opportunities in the US.
The official roll-out began in Latin America on September 29, and will continue with Australia on November 3 and all additional regions, including the US, in 2015.
Along with a new on-air presence, Boomerang’s digital and mobile platforms will also get a refresh.
Launched 14 years ago in the US, Boomerang has grown its audience to 250 million households worldwide, serviced by 13 international feeds.
The rebrand provides Turner with the opportunity to grow and leverages its global kids portfolio, positioning it across all platforms in conjunction with Cartoon Network, which has consistently ranked as the #1 US tv network in prime time among boys ages six to 11 and nine to 14.
It’s also the latest overhaul at Turner Broadcasting. In July, the company appointed Christina Miller as its new president and GM of Cartoon Network, Adult Swim and Boomerang. She replaced Stuart Snyder, Turner’s former president and COO of animation, young adults & kids media, who left at the end of March.
The relaunch comes on the heels of Discovery/Hasbro kidnet The Hub rebranding as Discovery Family Channel, also to maximize co-viewing and expand its programming focus.