Warner Bros. Discovery has announced the rebrand of kids channel Boomerang, where it will continue on as Cartoonito in the Middle East & North Africa region.
The rebrand follows Warner Bros. Discovery’s commitment to catering to a pre-school age audience.
Vanessa Brookman, Senior Vice President, Kids & Family EMEA for Warner Bros. Discovery said, “Celebrating individuality and originality, Cartoonito offers a safe space where kids and their families can laugh and learn alongside beloved characters.”
Warner Bros. Discovery also rebranded its Boomerang offering to Cartoonito in Southeast Asia, Taiwan and Hong Kong, earlier this year.
“I am very proud that in the year we celebrate 100 years of Warner Bros., we are showing our commitment to our youngest audience by launching our preschool offering Cartoonito across EMEA,” she adds.
See also: Emirates takes 100 years of Warner Bros to the skies
Cartoonito is part of Warner Bros. Discovery’s repertoire of channels geared towards children of varying age groups. Its sister channels include Cartoon Network, Cartoon Network Arabic, Boing and Toonami.
New programming for Cartoonito
The programming for the new channel will contain both Boomerang’s long-running shows, Tom & Jerry, Mr Bean, Grizzy & the Lemmings and Looney Tunes Cartoons, and new additions, Dino Ranch, Thomas and Friends: All Engines Go and Lucas the Spider.
In addition to Boomerang’s shows, Cartoonito will also add new shows to its programming roster. The new shows include the likes of Batwheels, Bugs Bunny Builders, Lucas the Spider, Mush-Mush & the Mushables, Thomas & Friends: All Engines Go, Toad & Friends and Interstellar Ella.
“We are excited to introduce a new generation to our diverse slate of originals and to welcome them into the world of Warner Bros. Discovery’s iconic IPs with modern preschool adaptations of fan-favourite franchises Batwheels and Bugs Bunny Builders,” Brookman adds.
Cartoonito will be available as a pay TV channel on affiliate platforms across the MENA region from 4 September 2023.
