Warner Bros. Discovery rebrands Boomerang to Cartoonito in SEA, TW and HK

Warner Bros. Discovery is rebranding its children’s TV channel Boomerang to Cartoonito in Southeast Asia, Taiwan and Hong Kong to appeal to younger viewers, following the positive feedback towards the Cartoonito-branded block on Boomerang and Cartoon Network launched in 2022. 

The new full regional channel offering will focus on being more inclusive towards its pre-school aged viewers and promises a diverse slate of original series and modern preschool adaptations that support each child’s potential such as Batwheels and Bugs Bunny Builders. The linear Boomerang channel will be rebranded as Cartoonito on all platforms across Southeast Asia from 28 July, available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia and Bahasa Indonesia. 

The channel’s modern approach to preschool programming is supported by an educational framework called “Humancentric Learning”. The brand aims to inspire kids aged two to six to use their imagination, to learn from their mistakes and to treat others with empathy and respect. 

Viewers will still be able to enjoy Boomerang series such as Tom & Jerry, Baby Looney Tunes and Pat the Dog alongside preschool offerings such as Dino Ranch and Mumfie on Cartoonito, apart from new shows such as Mittens & Pants and Vida the Vet.

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Christopher Ho, head of kids networks, Southeast Asia, Warner Bros. Discovery said: “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,” he continued.

MARKETING-INTERACTIVE has reached out to Warner Bros. Discovery for more information. 

Warner Bros. Discovery is a global media and entertainment company that creates and distributes differentiated and complete portfolio of content and brands across television, film and streaming.

Available in more than 220 countries and territories and 50 languages, Warner Bros. Discovery inspires, informs and entertains audiences worldwide through its iconic brands and products, including Discovery Channel, discovery+, CNN, DC, Eurosport, HBO, Max, HGTV, Food Network, Investigation Discovery, TLC, TNT, TBS, truTV, Travel Channel, MotorTrend, Animal Planet, amongst others.

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