Turner International Asia Pacific is bringing its kids’ channel Boomerang to Thailand in a new partnership with the free-satellite broadcaster MGroup.

Boomerang will arrive in 11 million Thai households Aug. 14. The channel will be locally operated by a subsidiary of Major Kantana Broadcasting and supported by M Turner Co., a new joint venture being established in Thailand by Turner Asia Pacific Ventures and MKB.

Thailand is one of the most important markets in the region for sales of Cartoon Network licensed merchandise. Turner also recently debuted its preschool series “Cartoonito” on MeTV and launched the superhero channel Toonami in the region.