Cookie Jar Scores Renewal for CBS Kids’ Block

BURBANK: Cookie Jar Entertainment has secured a deal to continue programming CBS’s Saturday-morning kids’ block for an additional three seasons.

Cookie Jar inherited the CBS slot through its acquisition of DIC Entertainment, which has been programming the block since the fall of 2006, taking over from Nick Jr. With AOL as a sponsor, the block was first known as the KOL Secret Slumber Block. After AOL’s exit, American Greetings came on board and the service was rebranded as KEWLopolis.

The upcoming 2009/2010 slate for the rebranded Cookie Jar block will be announced shortly. It will feature some girl-targeted fare, as well as other educational and informational content with a broad appeal to both girls and boys. No other details have been announced, but David Danowski, the senior VP of advertising sales and marketing at Cookie Jar Entertainment, noted: "Cookie Jar is looking to be more strategic in our approach to sponsorship for the block and we are currently in discussions with key advertisers."