A division of The Walt Disney Company that has shaped children's television for decades is getting a new name.
Disney Branded Television Becomes Disney Kids & Family
On Monday, Debra OConnell, Chairman of U.S. Entertainment Television for Disney, and Ayo Davis, President of the division, jointly announced the rebrand in a memo shared with creative partners and first reported by Deadline.
“Together, we have built enduring franchises beloved by kids and families around the world,” the pair wrote.
“Our new name better reflects the creativity, ambition and storytelling we're known for, while bringing greater clarity to the creative community about who we are and what we create.”
The memo also addressed concerns that the change would signal a shift in the division's creative direction:
“While our name is changing, our commitment to great storytelling – and to all of you – remains exactly the same.”
OConnell took over as Chairman of U.S. Entertainment Television in March during the Bob Iger-to-Josh D'Amaro CEO transition and confirmed that she had reviewed and approved the rebrand after stepping into the role.
What the Division Actually Does
Disney Branded Television — now Disney Kids & Family — was created in 2020 under former President Gary Marsh, with Davis taking the reins in 2021. The division is responsible for family-friendly and child-focused content across Disney+, Disney Jr., Disney Channel, and various digital platforms, including YouTube.
The division oversees short-form content, ongoing television series like Phineas & Ferb and Mickey Mouse Clubhouse, one-off specials, and made-for-TV movie franchises, including Camp Rock (2008) and Zombies (2018). It also handled the acquisition and U.S. distribution of Bluey, the hit Australian series that has become one of the most beloved children's properties in the world.
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