Los Angeles Times
Disney to target boys with rebranded cable
The entertainment giant plans to relaunch Toon Disney as Disney XD, which will be aimed at
boys ages 6 to 14.
By Dawn C. Chmielewski
Los Angeles Times Staff Writer
August 7, 2008
Someday, Disney hopes its princes will come.
The entertainment giant, which has made billions catering to the princess fantasies of young
girls, plans to relaunch Toon Disney as Disney XD, a cable channel that will target boys. The
move, under wraps for more than a year, is an attempt by the company to capture a market
that has long eluded it.
Starting in February, Disney XD will seek to become to young dudes what Disney Channel,
with its lineup of tweeny bopper programs such as "High School Musical," "Hannah Montana"
and "Camp Rock" is to girls. Disney XD, aiming at boys ages 6 to 14, will offer original action-
adventure and comedy series, movies, animation and sports-themed shows developed with
Walt Disney Co.-owned ESPN.
"What was clear to me, and clear to us, is we had a huge opportunity to create content that
were boys' favorites," said Rich Ross, president of Disney Channels Worldwide.
Tween boys, ages 9 to 14, account for about $50 billion in spending worldwide, said Greg
Kahn, senior vice president of strategic insights for media buying firm Optimedia International
USA Inc. Advertisers are eager to reach these young consumers, not just snag a portion of