U.S. HISPANIC
WarnerMedia: Our new preschool brand Cartoonito includes an ambitious investment plan in content and own production
Maribel Ramos-Weiner| 8 de diciembre de 2021
Pablo Zuccarino WarnerMedia
Cartoonito, Cartoon Network’s new multiplatform brand aimed at preschool audiences, launches this Wednesday 1st. It will be available on pay-TV and will replace the space previously occupied by Boomerang. Cartoonito will reach more than 37 million homes in Latin America and the Caribbean, in Spanish, Portuguese, and English.
It will also have its own YouTube channel, websites, social media, and space on HBO Max. It will feature programming specially designed for the segment, including preschool versions of major WarnerMedia franchises, exclusive global and local original productions, and preschool content already known to the public.
The implementation of Cartoonito took more than two years and has an ambitious investment plan in production and content, not only own but from third parties, explained Pablo Zuccarino, Senior VP and general manager, WarnerMedia Kids & Family Latin America.
The new brand has its own educational philosophy, Humancentric Learning, developed with an educational psychologist, Laura Brown, and inspired by Positive Psychology and 21st Century Learning (21st Century Skills and Competencies), which combines learning and play to help children to develop using their own strengths and to interact with others, embracing inclusion and diversity.
Its four fundamental pillars are creativity, curiosity, courage, and empathy, and all the programming is based on this.
During the first two years, Cartoonito will include 50 new original contents. Zuccarino mentioned, for instance, Warner Bros. Animation series legendary franchises in preschool versions, such as Batwheels, its first original preschool show with a focus on Batman; Bugs Bunny Builders, which is about the importance of teamwork, and Tom and Jerry Time, which will have an educational component. There will also be Cartoon Network Studios properties tailored and created for preschoolers.
Also, the programming will include exclusive productions such as Pequeña Ellen, Lucas la Araña and Mush Mush and the Mushables; global acquisitions of recognized titles such as Thomas and Friends, Pocoyo y Masha, and El Oso, among others; recognized global digital content such as CoComelon & Blippi; and local shows, Reino Infantil of Argentina, Mundo Bita of Brazil and Cleo & Cuquín of Mexico.
“The idea is to add the best local producers,” said Zuccarino.
Zuccarino is betting on the success of the brand not only because of its content but also due to the power that Cartoon Network has in Latin America and that many of the parents grew up watching the channel and value its attributes: free to be themselves and acceptance.
