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WBD rebrands Boomerang to Cartoonito in parts of EMEA

Warner Bros Discovery (WBD) is rebranding its youth-oriented channel Boomerang to Cartoonito in parts of Europe, the Middle East and North Africa.

The refresh is intended to streamline the brand with countries like the United Kingdom, Ireland, Italy and parts of Central Europe and Latin America, where Cartoonito has been offered for several years.

The change impacts pay TV subscribers in the Nordic region, Turkey and parts of the Middle East and North Africa where Boomerang is distributed on cable and satellite systems.

“We have lots to celebrate in this 100th year of Warner Bros, including the launch of our preschool offering, Cartoonito, across EMEA,” Vanessa Brookman, the senior vice president of kids and family programming for the EMEA region, said in a statement. “We are excited to expand into countries such as Sweden, Denmark, Norway, Turkey, and the Middle East and North Africa. Cartoonito, offers a safe space dedicated to fun, engaging and culturally relevant storytelling. Celebrating individuality and originality, Cartoonito is where kids and their families can enjoy trusted characters and friends, stories from leading voices, brand new original series, and a whole lot of laughter.”

While programming varies by territory, shows aired on Cartoonito typically include “Mecha Builders,” “Batwheels,” “Cocomelon,” “Thomas & Friends” and “Baby Looney Tunes.”

Boomerang is still available in the United States, Canada, Australia and New Zealand, where the channel focuses on retro cartoons from the Hanna Barbera and Cartoon Network libraries.

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About the Author:

Matthew Keys

Matthew Keys is a nationally-recognized, award-winning journalist who has covered the business of media, technology, radio and television for more than 11 years. He is the publisher of The Desk and contributes to Know Techie, Digital Content Next and StreamTV Insider. He previously worked for Thomson Reuters, the Walt Disney Company, McNaughton Newspapers and Tribune Broadcasting.
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