“We aim to provide kids with the space and encouragement they need to accept their own distinct identities and to understand and appreciate the differences in others,” said Vanessa Brookman, Senior Vice President, Kids & Family EMEA for Warner Bros. Discovery, during an exclusive interview with Campaign Middle East.
Warner Bros. Discovery went into details with Campaign regarding the rebranding of Boomerang to Cartoonito.
Why did you rebrand Boomerang to Cartoonito?
We designed Cartoonito to be a unique and thoroughly modern preschool brand that showcases diverse, authentic and relatable storytelling to a new generation of kids and their parents.
I’m really excited as I feel it reaffirms our commitment to our preschool audiences in MENA by now offering fantastic content to even the youngest kids.
Our programming strategy reflects the idea that Cartoonito as a brand offers a safe space where preschoolers are free to be themselves in all their unique, unfiltered glory.
Cartoonito brings timeless favourites like Tom & Jerry, Mr. Bean, Grizzy & the Lemmings, and Looney Tunes Cartoons to kids and families. Together they can also experience contemporary and innovative shows like Batwheels, Bugs Bunny Builders and Interstellar Ella.
How has the rebranding impacted the Middle East region?
We’ve been delighted with how the audience has responded. Cartoonito has really engaged kids and families in the region.
The modernity of the brand and the mix of iconic and new programming has broadened our audience and has struck a chord with the MENA community.
We feel like we’re fostering a stronger connection with viewers as Cartoonito becomes a beacon of quality, capturing the hearts and minds of its viewers and parents.
How does it enhance viewer experience?
Preschool kids have important developmental needs, so our shows carry social and emotional learning elements that can help nurture their young minds.
We believe that every child should feel at ease in their skin. Across our portfolio of shows, we aim to provide kids with the space and encouragement they need to accept their own distinct identities and to understand and appreciate the differences in others.
What is the content strategy for Cartoonito?
I mentioned some of the values that underpin the brand, and it’s crucial to us that parents see us as a trusted space for their kids.
Our commissioning and acquisition strategy reflects the Cartoonito mission. We strongly emphasise fostering diverse developmental skills in kids, allowing them to be unique.
The channel targets kids from 2-6 with titles like Cocomelon, Lu and the Bally Bunch, Silly Sundays, Thomas & Friends for the younger kids and world-famous franchises like Batwheels, Bugs Bunny Builders, The Tom & Jerry Show for the older kids.
How is Cartoonito different?
Cartoonito is a unique modern preschool brand that caters to a new generation of kids and parents. A true 360 multiplatform entry point in the vast WBD world of entertainment.
We aim to create memorable and enriching moments for our audience, both preschoolers and parents and to – ultimately – entertain and inspire kids and stretch their imagination.
Cartoonito exists to entertain, to make kids laugh and smile. We also celebrate what makes kids unique and special – the differences and the quirks – that define us as individuals.
And we give kids the space and encouragement to appreciate each other’s differences. We provide a space for kids to experience belly laughs and draw outside the lines, where compassion, empathy, and inclusion are championed.
