Boomerang switches to Cartoonito in SEA
June 28, 2023
Warner Bros Discovery (WBD) has announced that it will rebrand its kids’ TV channel Boomerang to Cartoonito in Southeast Asia, Taiwan and Hong Kong from July 28th. This switch is a result of positive feedback to the Cartoonito-branded block on Boomerang and Cartoon Network launched in 2022, and is focused on being more inclusive to pre-school aged viewers.
As a full regional channel offering, Cartoonito will introduce a new generation to a slate of original series and welcome them into the world of WBD’s iconic franchises. Modern preschool adaptations that support each child’s unique potential include fan-favourite franchises such as Batwheels and Bugs Bunny Builders.
Boomerang favourites including Tom & Jerry, Baby Looney Tunes, Alice & Lewis, Pat the Dog, and Grizzy and the Lemmings will remain on the channel, alongside other friends such as Dino Ranch, Mumfie and Tangranimals. Cartoonito brings together all of these characters on one channel – while adding new shows like Mittens & Pants and Vida the Vet – offering a wider variety of programmes and new adventures for the whole family.
The channel’s modern approach to preschool programming is supported by an educational framework called ‘Humancentric Learning’. All Cartoonito shows follow a curriculum – designed by early childhood education expert Dr Laura Brown – to form the four pillars of: Creativity, Caring, Curiosity and Courage. The brand aims to inspire kids aged 2-6 to use their imagination, to learn from their mistakes and to treat others with empathy and respect.
“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,” said Christopher Ho, Head of Kids Networks – Southeast Asia, WBD.
The channel is available in English, Mandarin, Cantonese, Thai, Bahasa Malaysia and Bahasa Indonesia.