The Canadian rebranding of Astral Media-owned specialty channel Playhouse Disney to Disney Junior is officially kicking off today, roughly three months after the multi-platform preschool brand debuted in the US on Disney Channel.

The subscription-based channel will focus on learning and development content with an emphasis on both classic and contemporary Disney characters. The French-language counterpart of the network, Playhouse Disney Télé, is also changing to Disney Junior today.

The transformation is accompanied by a cross-platform marketing campaign nationwide that will point to the channel’s new Peter Pan-inspired series, Jake and the Never Land Pirates. Joining Jake are new short-form series including A Poem Is…, which features Disney-illustrated poems narrated by celebrities like Jennifer Garner and Katie Holmes, and Special Agent Oso: Three Healthy Steps, which encourages healthy lifestyles for preschoolers.

Canadian original series that will be featured on Disney Junior include Franny’s Feet, The Secret World of Benjamin Bear and the recently debuted Stella and Sam.

The Disney Junior linear channel coincides with launch of a dedicated Disney Junior on-demand channel and network website. The latter features activities, games, schedule information and a special section for parents.