Disney is giving one of its television divisions a new name to better reflect its growing focus on programming for children and families across both streaming and traditional television.
The company has officially renamed Disney Branded Television to Disney Kids & Family, says Deadline. The rebrand is intended to clarify the division’s mission as it continues developing original content for Disney+, Disney Channel, and Disney Jr.
An Evolution of Disney TV
The announcement was made by Disney Entertainment Television Chair Debra O’Connell and Disney Kids & Family President Ayo Davis, who described the change as a natural evolution for the division.
“Our new name says exactly who we are and who we serve,” Davis said. “Disney Kids & Family reflects our unwavering commitment to creating meaningful stories that entertain, inspire and connect with kids and families around the world,” the full statement said.
Although the division’s name is changing, its responsibilities remain the same. Disney Kids & Family will continue overseeing the development and production of original programming for Disney+, Disney Channel and Disney Jr., while also managing Disney Television Animation, Disney Original Documentary and other family-focused content.
It’s About Discoverability
According to executives, the updated branding better reflects how audiences now discover Disney programming. Rather than thinking in terms of individual television channels, many families simply look for trusted Disney entertainment regardless of whether it appears on streaming or linear television.
In an interview with Collider, Davis emphasized that the company remains committed to serving children and parents with high-quality storytelling.
“Kids and families are at the heart of everything we do,” Davis said, adding that the new identity reinforces the division’s goal of delivering stories that resonate across generations.
Disney Is Investing In Kids TV
The name change also comes as Disney continues to invest heavily in children’s programming. The division oversees popular franchises including Bluey, Percy Jackson and the Olympians, Marvel’s Spidey and His Amazing Friends, Kindergarten: The Musical, Phineas and Ferb, and numerous Disney Jr. originals, with many series premiering simultaneously on Disney+ and the company’s television networks.
While the rebranding doesn’t signal a dramatic change in strategy, it does represent a clearer public identity.
By adopting the name Disney Kids & Family, the company hopes audiences immediately understand the division’s purpose: creating trusted entertainment for children and the families who watch with them.
