Discovery Communications is ending its four-year partnership with toy manufacturer Hasbro in the children’s channel The Hub, and will rebrand the channel as Discovery Family, Multichannel News reports.
Discovery will take a controlling interest in the channel, which launched in 2010, and will expand its programming to include content for parents as well as for kids, the report notes.
“The Hub, which linked programming from Discovery Kids channel like ‘Adventure Camp’ and ‘Flight 29 Down’ with Hasbro properties like Transformers and My Little Pony, was supposed to be the perfect marriage between commerce and entertainment,” the piece reports. “But the network, which competed against kids’ programming juggernauts Nickelodeon and The Disney Channel, never was able to carve out a proper niche. And it came under fire early on because of its close association with a toymaker and for what some critics called violent programming.”