New Disney XD Targets Tween Boys, Replaces Toon Disney

Disney plans to reposition its Toon Disney television and online segments to attract boys, ages 9-14, in the U.S. through a new brand, Disney XD.

The transition to Disney XD will take place on television, online and mobile in February 2009. The animated, live-action focused programming is set to include series and movies, plus original sports content developed exclusively with ESPN.

Currently, Toon Disney reaches close to 70 million households through basic cable partners.