A new network, Universal Kids, will soon be vying for young eyeballs with established channels from Disney and Nickelodeon. NBCUniversal today announced plans for Universal Kids, which goes live on Sept. 9.

The channel is a rebrand of the company’s current preschool network Sprout, with the aim of going after an expanded audience that will include kids 2-11. The programming will include content from DreamWorks Animation Television, along with unscripted original shows such as “Top Chef Junior.”

“The launch of a channel that represents the world of NBCUniversal family brands with great TV content at its center makes tremendous sense for our business,” said Deirdre Brennan, general manager of Universal Kids. “Just as children grow, Sprout is growing into Universal Kids — and we will reflect all that is universal about being a kid through connection, storytelling and entertainment. A place that reflects their life and passions.”

Universal Kids is reportedly seen as an umbrella brand that will also feature tie-ins with Universal theme parks.

Please click here for details in today’s announcement.