Toon Disney rebranded as Disney XD in the US to target boys

MUMBAI: US kids broadcaster Disney will re-brand its Toon Disney television and online platforms in the US to become Disney XD.

The new brand will include a mix of live-action and animated programming for kids age 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humor.

The transition will begin in February 2009 on television, online, mobile and Vod platforms.

The programming will span series, movies and short-form, as well as sports-themed programming developed with ESPN.

The announcement was made by Disney Channels Worldwide president Rich Ross. For the 19 Jetix channels and six Toon Disney branded channels and programming in all other parts of the world, any potential re-branding decisions will be made on a case by case basis at a later date.

Ross said, "Disney Channel is a huge business serving kids all around the world, and it‘s especially successful with girls, and our goal with Disney XD is to have that same success ratio with boys. Disney XD will showcase great stories and empowering characters with Disney‘s brand credibility and a cool creative factor that will set it apart from the pack."

Disney XD will be the seventh brand in the kid-driven, family inclusive TV and radio business of the US media conglomerate. The global portfolio encompasses Playhouse Disney, Disney Channel, Radio Disney, Disney Cinemagic, Toon Disney and Jetix.

Disney XD programming will reflect the boy demographic‘s fundamental values of accomplishment, learning, discovery and growth, and will be differentiated by Disney-branded live-action movies, new and library animated programming and original programming developed with the leader in sports entertainment, ESPN. These initiatives range from original programming to newly packaged X Games content.

The Disney XD launch schedule will include Aaron Stone. This is an adventure series about a teenager who is enlisted to become the real life version of a legendary, crime fighting online game character. The series stars Kelly Blatz, David Lambert, JP Manoux and Tania Gunadi.

Mongoose and Luther is a comedy about two best friends who set their sights on becoming world famous skateboarders. The stars are Hutch Dano, Adam Hicks, Daniel Curtis Lee and Ryan Newman. Hero and Not is an animated short-form series produced in Italy by Studio Bozzetto andCo

RoboDz is a comedic 3D, CG-animated and live action short form series.

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