Sprout Channel Set to Rebrand as Universal Kids

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NBCUniversal Cable Entertainment’s preschool network Sprout is slated to rebrand as Universal Kids, targeted to young viewers between the ages of 2 and 11, in September 2017.

Universal Kids’ programming will feature DreamWorks Animation Television series, including All Hail King Julien and DreamWorks Dragons: Riders of Berk, as well as unscripted entertainment, live-action scripted originals and international hits. The rebranded network will officially launch on September 9. Its lineup will be led by the premiere of Top Chef Junior in October.

Sprout will exist as a preschool destination on Universal Kids and will continue to add younger-skewing originals to the channel’s slate. July 2017 will see Kody Kapow join such hits as Floogals, Dot., Nina’s World and Noddy Toyland Detective from DreamWorks Animation Television. Sprout will broadcast 15 hours of preschool content each day from 3 a.m. to 6 p.m., with Universal Kids kicking off at 6 p.m. for older kids and their families.

Also headed to Universal Kids are Nowhere Boys from NBCUniversal, Little Lunch from the Australian Children’s Television Foundation, The Next Step from Boat Rocker Studios and Hank Zipzer from DHX Media.

“We see enormous potential to grow our audience in this space and create the Universal Kids platform for families to experience together,” said Frances Berwick, the president of NBCUniversal Cable Entertainment Lifestyle Networks. “NBCUniversal is invested in the kids’ and family business, and the company believes in working together—we will benefit from promotion across our portfolio of networks and across the company through support that is unparalleled in the industry.”

“The launch of a channel that represents the world of NBCUniversal family brands with great TV content at its center makes tremendous sense for our business,” added Deirdre Brennan, the general manager of Universal Kids. “Just as children grow, Sprout is growing into Universal Kids—and we will reflect all that is universal about being a kid through connection, storytelling and entertainment. A place that reflects their life and passions.”