EXCLUSIVE: Disney Branded Television is rebranding itself as Disney Kids & Family. The name change follows a review by Debra OConnell who added oversight of the Ayo Davis-led division as part of her elevation to Chairman of Disney Entertainment Television in March. OConnell and Davis shared the renaming news in a note to Disney Branded television creative partners, which you can read in full below.
The new moniker is designed to more accurately reflect the nature of the division’s content and the audience it targets across Disney+, Disney Jr., Disney Channel, and digital platforms.
The “branded” part of the previous name did create some confusion. While the unit is behind a number of series and TV movies based on Disney IP — including Mickey Mouse Clubhouse, Descendants, Wizards Beyond Waverly Place, Percy Jackson and the Olympians and Vampirina (both adaptations of books by Disney-owned publisher Hyperion) as well as upcoming pre-school collaborations with Disney labels Marvel (Marvel’s Avengers: Mightiest Friends) and Pixar (Cars: Lightning Racers) — it also produces a slew of original shows/movies such as Sofia the First: Royal Magic, Phineas & Ferb, Big City Greens, Doc McStuffins, Kiff, Zombies and Camp Rock.
There is also third-party/acquired content that the division spearheads, including mega hit Bluey and SuperKitties.
All shows are conceived with an eye towards franchising the IP across the Disney ecosystem with consumer product extensions, like toys and clothing, experiences, including Disney parks, cruises and tours, and music, including soundtracks and concerts.
Age-wise, the division’s portfolio serves preschoolers though the Disney Jr. slate, kids ages 6-teen through animated and live-action fare on Disney Channel, and families via co-viewing programs on Disney+ such as Percy Jackson and the Hannah Montana 20th anniversary special. (All Disney Jr. and Disney Channel originals also stream on Disney+.)
“Our new name better reflects the creativity, ambition and storytelling we’re known for, while bringing greater clarity to the creative community about who we are and what we create,” OConnell and Davis wrote in their joint letter. “While our name is changing, our commitment to great storytelling – and to all of you – remains exactly the same.”
The Disney Branded Entertainment name dates back to 2020 when the unit was formed as a division of the then Peter Rice-led General Entertainment Content group with Disney Channel veteran Gary Marsh as its head. Davis replaced Marsh a year later and has headed the division since. Under the new name, the division remains part of Disney Entertainment Television headed by OConnell.
Disney Branded Television was responsible for three of the top five preschool streaming shows of 2025: Bluey (#1), U.S.’s most-watched streaming series for the past two years with more than 193 billion minutes viewed on Disney+ to date per Nielsen; Spidey and His Amazing Friends (#3); and Mickey Mouse Clubhouse (#5).
Other ratings headlines include Phineas and Ferb returning to the Nielsen Top 10 Acquired Chart in 2025, Percy Jackson and the Olympians ranking as a Top 5 original streaming series for its first season, the recent Hannah Montana 20th Anniversary Special amassing 6.3 million views across Disney+ and Hulu in its first three days, and Descendants: The Rise of Red becoming the #1 original streaming movie among Kids/Girls 6-11 and Teens/Girls 12-17 for 2024.
The Descendants and Zombies franchises also have generated popular soundtracks and last fall’s sold-out Descendants/Zombies: Worlds Collide tour.
On the awards side, Disney Branded Television has been a main driver behind Disney earning more Children’s and Family Emmy nominations than any other company for the past two years.
The division’s original shortform series include How Not to Draw, Chibi Tiny Tales and Locker Diaries.
To our creative partners,We’re writing to let you know about an exciting change at Disney Entertainment Television:Disney Branded Television is being renamed Disney Kids & Family.Together, we have built enduring franchises beloved by kids and families around the world. Our new name better reflects the creativity, ambition and storytelling we’re known for, while bringing greater clarity to the creative community about who we are and what we create.While our name is changing, our commitment to great storytelling – and to all of you – remains exactly the same.Thank you, as always, for your partnership, collaboration and creativity. We’re grateful for everything we’ve built together… and everything still to come.Best,
Get our Breaking News Alerts and Keep your inbox happy.
Comments On Deadline Hollywood are monitored. So don't go off topic, don't impersonate anyone, and don't get your facts wrong.
Δdocument.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() );