Disney preps Playhouse UK rebrand

The Walt Disney Company has set a date for the rebranding of its Playhouse Disney network in the UK, as part of an ongoing overhaul of its worldwide preschool programming strategy.

Playhouse Disney will become Disney Junior from May 7 across the company’s broadcast channel and associated website, VoD and mobile platforms. In the US, the same process gets underway on February 14, in a bid to reach a broader demographic.

Disney originally launched Disney Junior last fall as a daily block across the company’s 25 Playhouse Disney channels. The block focused on children’s learning and development. The new channel brand will roll out worldwide later this year targeting 2-7s, replacing one that focused on 4-8s.

As part of the UK relaunch, the Mouse has ordered a second series of the Bafta-nominated Jungle Junction from animation house Spider Eye Animation. Other shows that will feature as part of the line-up include Mickey Mouse Clubhouse, Handy Manny and new series Jake and the Never Land Pirates on the channel.

Beth Gardiner, VP original programming and development at Disney Junior EMEA, said: “We will keep the best of Playhouse Disney while at the same time introducing new shows that appeal to our existing and loyal audience as well as developing programmes that engage the slightly older six- and seven-year-olds who aren’t quite old enough for other Disney channels.”