Disney Branded Television Rebrands as Disney Kids & Family to Reflect Expanded Kids and Family Focus
In a move that signals Disney’s pivot toward a more digital‑first, family‑centric strategy, the company’s long‑running kids’ division is dropping its old name for a new identity: Disney Kids & Family. The change was announced Monday by Debra OConnell, chairman of Disney Entertainment Television, and Ayo Davis, president of the unit, in a memo sent to the division’s creative partners.
O’Connell and Davis explained that the new name better captures the division’s “creativity, ambition and storytelling” while clarifying the audience it serves. The memo stresses that the rebrand does not alter the unit’s commitment to producing high‑quality content for Disney+, Disney Junior, Disney Channel and other digital platforms.
Under the new banner, Disney Kids & Family will continue to develop and acquire series and specials for Disney’s streaming service and linear channels. The portfolio already includes long‑running franchises such as Mickey Mouse Clubhouse, Descendants, Percy Jackson and the Olympians, Vampirina, Sofia the First: Royal Magic, Phineas & Ferb, ZOMBIES, and Camp Rock. The division also distributes the Australian series Bluey for the U.S. audience.
The unit was created in 2020 under the leadership of Gary Marsh, who served as president and chief creative officer. Ayo Davis was named president in 2021. The rebrand follows a broader restructuring of Disney’s entertainment organization announced in March 2026, when Dana Walden was appointed president and chief creative officer of Disney Entertainment.
In the memo, O’Connell and Davis noted that the name change aligns with the division’s focus on “kids and families around the world.” They also invited feedback from creators and partners on social media, indicating an ongoing dialogue with the creative community.
The rebrand is part of Disney’s strategy to emphasize its streaming and family‑friendly content as the company shifts away from a linear‑television‑centric model. By renaming the division, Disney signals that its core mission remains to produce engaging stories for younger audiences while expanding its reach across multiple platforms.
No immediate changes to staff or programming schedules were announced. The division’s leadership team will continue to oversee development, production and acquisition of content for Disney’s children’s and family brands.
The name change is effective immediately, and all future communications, marketing materials and internal documents will use Disney Kids & Family.
