Toon Disney to Become Disney XD

BURBANK, August 7: Disney
is set to re-brand its Toon Disney television and online platforms in the U.S.
as Disney XD, shifting the focus to boy-skewing animated and live-action
programming.

The transition will begin
in February 2009 on television, online, mobile and VOD platforms. The
programming will include series, movies and short-form content, as well as
sports-themed programming developed with ESPN. Disney XD’s schedule will
include Aaron Stone, an
original live-action, single-camera adventure series about a teenager who
becomes the real-life version of a crime-fighting online game character; Mongoose
& Luther (working title), an
original comedy, filmed documentary style, about two best friends who want to
become world-famous skateboarders; RoboDz, a comedic 3-D, CG-animated and live-action, short-form series
co-produced by Toei Animation and Walt Disney Television International in
Japan; and Hero and Not
(working title), an animated short-form series. Also slated to air on Disney XD
are Batman: The Animated Series,
Superman: The Animated Series, Spider-Man and Iron Man, as well as Phineas and Ferb.

For the 19 Jetix channels
and six Toon Disney-branded channels and programming outside of the U.S.,
re-branding decisions will be made on a case-by-case basis.

Rich Ross,
the president of Disney Channels Worldwide, said: “Disney Channel is a huge
business serving kids all around the world, and it's especially successful with
girls, and our goal with Disney XD is to have that same success ratio with
boys. Disney XD will showcase great stories and empowering characters with
Disney's brand credibility and a cool creative factor that will set it apart
from the pack."

—By Kristin
Brzoznowski