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One of Disney’s major entertainment divisions is getting a brand-new identity, but don’t expect your favorite shows to disappear.

The Walt Disney Company has officially announced a corporate rebrand affecting the division behind many of Disney’s biggest children’s and family television series.

Disney Branded Television is officially becoming Disney Kids & Family, a name Disney says better reflects the audience it serves and the stories it creates.

While the change may sound significant, it won’t impact the shows fans know and love. Instead, Disney says the new name is about bringing greater clarity to its creative partners while reinforcing the company’s long-term commitment to family entertainment.

Disney Branded Television Is Now Disney Kids & Family

Disney has officially announced that Disney Branded Television will now operate under the new name Disney Kids & Family. The rebrand was announced by Debra O’Connell, Chairman of Disney Entertainment Television, and Ayo Davis, President of the division, following an organizational review led by O’Connell.

In a memo shared with creative partners, the executives explained that the new name more accurately reflects both the division’s creative vision and the audiences it serves.

According to the memo:

“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.”

They also emphasized that while the name is changing, the division’s mission remains exactly the same.

“While our name is changing, our commitment to great storytelling—and to all of you—remains exactly the same.”

What Does Disney Kids & Family Create?

Although the branding is changing, the content isn’t.

Disney Kids & Family will continue overseeing the development, production, and acquisition of programming for:

• Disney+
• Disney Channel
• Disney Jr.
• Digital platforms

The division is responsible for many of Disney’s most recognizable children’s and family franchises, including:

• Mickey Mouse Clubhouse
• Percy Jackson and the Olympians
• Descendants
• Phineas & Ferb
• Vampirina
• Sofia the First: Royal Magic
• ZOMBIES
• Camp Rock

The division also oversees U.S. distribution of the global hit Bluey, one of the most popular preschool franchises in the world today.

Why Disney Is Making the Change

Disney says the rebrand is intended to make the division’s purpose immediately recognizable to creators and production partners.

The previous name, Disney Branded Television, reflected a broad portfolio of Disney-produced television content. The new Disney Kids & Family identity places the emphasis directly on the audience the division serves (children and families) while reinforcing Disney’s continued investment in family-focused storytelling.

For viewers at home, however, the rebrand is largely a behind-the-scenes change. Disney has not announced any changes to its programming strategy, existing series, or streaming platforms as part of the name update.

A Relatively Young Division Gets a New Identity

While the new name may feel like a major shift, Disney Branded Television itself has only existed since 2020, when Disney reorganized its television operations to better align with the growth of Disney+.

The division was created under the leadership of Gary Marsh, with Ayo Davis taking over as president in 2021. Since then, it has become the home for Disney’s expanding slate of television content aimed at kids, tweens, teens, and families across both linear television and streaming.

What This Means for Disney Fans

If you’re worried this announcement means changes to Disney+, Disney Channel, or your favorite family series, there’s no indication that’s the case.

For viewers, it’s mostly business as usual, but don’t be surprised if you start seeing the Disney Kids & Family name appearing in credits, announcements, and future programming updates.

Be sure to keep checking back with Theme Park Scope for the latest Disney entertainment news, Disney+ updates, television announcements, theme park news, vacation planning tips, and everything happening across The Walt Disney Company.