Toon Disney Rebrands as Disney XD, Shifts Focus to Boys

By Jon Lafayette

The Walt Disney Co. is rebranding its Toon Disney channel as Disney XD, a network geared toward boys.

After the changeover, which is scheduled to take place in February, Disney XD will feature live-action and animated programming for kids ages 6 through 14. Programming on the network will include sports-themed shows developed with corporate sibling ESPN.

Girls generally have been an easier target for television programmers.

The company’s Disney Channel, with shows like “Hannah Montana,” has been a leader in targeting tween girls. Viacom’s Nickelodeon also has skewed female.

Turner’s Cartoon Network has been somewhat more oriented toward boys, with programs such as “Ben 10” and the upcoming “Star Wars: Clone Wars.”

“Disney Channel is a huge business serving kids all around the world, and it's especially successful with girls. Our goal with Disney XD is to have that same success ratio with boys,” said Rich Ross, president of Disney Channels Worldwide. “Disney XD will showcase great stories and empowering characters with Disney's brand credibility and a cool creative factor that will set it apart from the pack."

Shows on Disney XD will include “Aaron Stone,” an original live-action adventure series about a teenager enlisted to become a real-life version of a crime fighter from an online game; “Mongoose & Luther,” an original comedy about friends who want to become famous skateboarders; and "RoboDZ," a short-form series mixing animation and live-action.

Existing series to be programmed on Disney XD include “Phineas & Ferb,” “Batman: The Animated Series,” “Superman: The Animated Series,” “Spider-Man” and “Iron Man.”

Disney also operates 19 Jetix channels and six Toon Disney branded channels in other parts of the world. Decisions about rebranding those operations will be made on a case-by-case basis at a later date, the company said.