If you grew up with Disney Channel, Disney Jr., or Disney+ shows, the division behind all of that content just got a new identity. Disney has officially renamed Disney Branded Television to Disney Kids & Family, marking the end of a name that had been in use since 2020. Here is everything confirmed about the change, why it happened, and what it means for the shows you already know and love.
Disney: What Changed and Why?
Disney Branded Television is now officially known as Disney Kids & Family. The decision followed a review by Debra OConnell, who took on the role of Chairman of Disney Entertainment Television in March 2026. She leads the division alongside Ayo Davis, who has served as President of the division since 2021.
The two shared a joint letter to creative partners announcing the rebrand. In their statement, OConnell and Davis explained the reasoning directly:
“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.”
Why Did the Old Name Cause Confusion?
The “Branded” part of Disney Branded Television created a specific problem. It implied the division only produced content tied directly to established Disney intellectual properties. However, the division actually covers a much wider range of content, including original programming that has no direct connection to existing Disney IP. The new name removes that ambiguity entirely.
What Platforms Does Disney Kids & Family Cover?
The division produces and distributes content across the following platforms:
| Platform | Target Audience |
| Disney+ | Families and co-viewing |
| Disney Channel | Kids aged 6 through teens |
| Disney Jr. | Preschoolers |
| Digital platforms | All ages across the above range |
All Disney Jr. and Disney Channel originals also stream on Disney+.
What Shows Does Disney Kids & Family Produce?
The division covers both franchise-based titles and fully original programming, along with some third-party content it distributes in the US market.
Franchise-based titles include Mickey Mouse Clubhouse, Descendants, Wizards Beyond Waverly Place, Percy Jackson and the Olympians, Vampirina, Marvel’s Avengers: Mightiest Friends, and Cars: Lightning Racers.
Original shows and films produced under the division include Phineas & Ferb, Big City Greens, Doc McStuffins, Kiff, Zombies, Camp Rock, and Sofia the First: Royal Magic.
Third-party content distributed by the division includes global streaming phenomenon Bluey and SuperKitties.
How Has the Division Performed?
The numbers behind Disney Kids & Family paint a strong picture heading into this new era. The division has helped Disney earn more Children’s and Family Emmy nominations than any other company for the past two consecutive years.
On the streaming side, the division produced three of the top five most-watched preschool series of 2025, led by Bluey at number one. Bluey has held the position of the most-watched streaming series in the US for the past two years, accumulating more than 193 billion minutes viewed on Disney+ according to Nielsen data.
Other recent performance highlights include:
- Phineas & Ferb returned to the Nielsen Top 10 Acquired Chart in 2025 following its revival.
- Percy Jackson and the Olympians ranked as a Top 5 original streaming series in its first season, with Season 3 set to arrive this year.
- The Hannah Montana 20th Anniversary Special drew 6.3 million views across Disney+ and Hulu within its first three days.
- Descendants: The Rise of Red became the number one original streaming movie among kids and teen girls in 2024.
- The Descendants/Zombies: Worlds Collide Tour sold out, with both franchises generating popular soundtracks as well.
What Is the History Behind the Name Change?
Disney Branded Television was created in 2020 during a corporate restructuring, replacing the previous Disney Channels Worldwide name. It launched under the leadership of Disney Channel veteran Gary Marsh as part of the General Entertainment Content group. Ayo Davis replaced Marsh as division head in 2021 and has led it since.
Under the new Disney Kids & Family name, the division continues to operate as part of the broader Disney Entertainment Television umbrella headed by Debra OConnell.
What Stays the Same?
According to OConnell and Davis, the creative direction, partnerships, and commitment to storytelling remain entirely unchanged. The rebrand is a naming update rather than a structural or programming overhaul. All existing shows continue, new projects remain in development, and the division’s approach to franchising content across consumer products, Disney parks, cruises, and music also continues as before.
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