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Disney to launch new Disney Junior brand

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Disney, Generic, Mickey and Minnie Mouse
The Walt Disney Company has confirmed plans to launch Disney Junior, a new multiplatform brand delivering TV, online and mobile content aimed at children aged 2-7.

Disney Junior, which marks the next step in Disney's pre-school strategy, will replace the existing Playhouse Disney channel brand that was launched in 2000.

From May 7, Disney Junior will broadcast daily programming on television, along with providing video on-demand content online and on mobile phones. The brand will have an integrated website and syndicate content to various platforms, such as YouTube and a Disney Junior branded page on iTunes.

The launch will be supported by a multi-faceted marketing campaign on TV, print, VOD and online, targeting parents and children. There will also be social media activity, such as a Disney Junior Facebook page.

Disney Junior's slate of global content will include the second series of the BAFTA-nominated Jungle Junction and new series Jake and the Never Land Pirates. It will also air popular shows such as Mickey Mouse Clubhouse, Handy Manny and Special Agent Oso.

"Generations of parents around the world have come to trust and adore Disney and we all have our childhood Disney memories that we wish to share with our children," said Boel Ferguson, general manager of Disney Channels UK and Ireland.

"We bring those to life on TV and beyond, with elements that encourage early learning and development, wrapped in strong, emotionally connected storytelling. Disney Junior will be a true multi-platform brand. The television channel will play a huge role, with digital, mobile and on-demand delivering really engaging and exciting parts of the overall mix."

Beth Gardiner, Disney Junior vice president of original programming, added: "With Disney Junior we are committed to inspiring a deep emotional connection with children and creating a trusted destination for parents by showcasing classic Disney characters in a heartfelt way, whilst introducing them to new and original characters that we hope will become the classics of the future."

Disney Junior will premiere in the UK market on May 7, expanding to a further 23 countries across the EMEA region throughout 2011.

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