Starting Jan. 8, Cartoon Network viewers in Southeast Asia, Korea, Hong Kong and Taiwan will see a rebranding of the channel.
The look of the TV channel features updated colors, music and design. Its new shows are designed to appeal to an even broader demographic. Cartoonito, a pre-school programming block on Cartoon Network, will launch in Asia later in the year.
At the heart of the campaign is "Redraw Your World," which encourages kids to be true to themselves and be confident in their ability to impact change in big and small ways.
"Cartoon Network is committed to inspiring imaginations and empowering kids. It's a vibrant and fun place where differences are always celebrated," says Leslie Lee, head, Cartoon Network and WarnerMedia Kids Asia Pacific.
The "Redraw Your World" campaign is fronted by content starring characters in tales of adventure and bravery. Kicking things off is the premiere of two episodes of the original series "We Baby Bears." The series – a spinoff of "We Bare Bears" – matches the brand's new positioning and tells the story of three brothers looking for a place to fit in.
Cartoon Network is looking to launch pop-up doodle stations and craft videos powered by Crayola, the regional campaign's official "Creativity Partner."
The video series "Craft Your World" will launch on Cartoon Network Asia and Crayola websites and social channels in the coming weeks until the end of 2022.
"Redraw Your World" physical events are also taking place from February onwards in malls across the region, including Singapore, Malaysia and the Philippines.
Meanwhile, in Singapore, Cartoon Network has teamed up with NTUC FairPrice and Plus! Program in 2022 for several initiatives.