Playhouse Disney becoming Disney Junior
Oct 23, 2010

Disney's preschool programming, "Playhouse Disney", is well on the way to becoming "Disney Junior" by early 2011. The morning programming is geared toward children ages 2-6, and by 2012 will be switched to its own 24-hour/day channel.

To increase recognition of the new brand, commercials using the new Disney Junior logo are being rolled out during popular existing shows on Playhouse Disney. One of the spots features the letters of the word "Junior" wearing characters' outfits from the current shows. Disney Channels Worldwide senior marketing and creative VP Richard Loomis says, "Some of the letters of 'Junior' are very obvious in terms of which characters they express, and some are a little bit more subtle. It's simple, but it does have another layer."