Turner Broadcasting to relaunch, rebrand Boomerang globally


Boomerang, Cartoon Network’s spinoff channel, is expanding globally in a bid to draw in a bigger family audience with animated classics.

Turner Broadcasting announced on Tuesday that the network will rebrand as a global, all-animation, youth-targeted network.

The refreshed fall line-up will include vintage favorites such as “Scooby-Doo,” “The Powerpuff Girls,” “Looney Tunes,” “Tom and Jerry” and newly acquired contemporary series produced by studios around the world.


For the first time, the network also plans on launching exclusive original content across its 13 international feeds. As part of the brand overhaul, the network will also start selling ads in the United States.

The rebranded network kicked off in Latin America on Sept. 29 and will make its way to Australia on Nov. 3. The roll-out will continue in additional territories in 2015.

“The relaunch of Boomerang as a second flagship channel is a testament to its global appeal,” Gerhard Zeiler, president of Turner Broadcasting System International Inc. said in a statement. “We are extremely proud to see this channel move into its next incarnation -- with a look and feel that conveys its quality and contemporary position.”

Boomerang was launched in April 2000 as a home to the animated classics from the Hanna-Barbera, Warner Bros., MGM and Cartoon Network libraries.

“Boomerang has always been a timeless favorite with multi-generational appeal,” said Christina Miller, president and general manager of Cartoon Network, Adult Swim and Boomerang in the United States. “We see this as a unique opportunity to not only redefine the family co-viewing experience, but to grow and leverage our overall global kids portfolio and position it across all platforms in conjunction with Cartoon Network.”

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