Disney Junior – EUREKA!

Alan Braverman, Alan C. Greenberg, Andrew Mooney, Andy Bird, Anne Sweeney, Aylwin Lewis, Blythe McGarvie, Bob Iger, Bob Weinstein, Brad Grey, Brent Woodford, Carl D. Folta, Charlies Phillips, Chateau Lafite Rothschild, Christine McCarthy, Debra Lee, DeDe Lea, Denise White, Disney Junior, Fred Langhammer, Frederic V. Salerno, George Bodenheimer, George S. Abrams, Harvey Weinstein, Imagineering, James Barge, James Bombassei, Jay Rasulo, Jayne Parker, John Bryson, John Chen, John Pepper, Jr., Judith Estrin, Judy McGrath, Kevin Mayer, Khan Manka, Lee Solomon, Manka Bros., Michael Eisner, Michael Fricklas, Miramax, Monica Lozano, Nick Junior, Noggin, Orin Smith, Philippe Dauman, Playhouse Disney, Preston Padden, Rich Ross, Robert Kraft, Robert Matschullat, Ron Burkle, Ronald Iden, Shari Redstone, Sheryl Sandberg, Steve Jobs, Steve Wadsworth, Sumner Redstone, Susan Arnold, The Weinstein Company, Thomas Dooley, Thomas Staggs, Tina Brown, Wade Davis, Walter Liss, William Schwartz, World's Largest Media Company, Zenia MuchaSo, it was announced today that Playhouse Disney will become Disney Junior. The folks at Disney Corporate must have put in quite a bit of overtime on that one.

It’s a stroke of brilliance really – just as I thought it was brilliant when Viacom changed Noggin to Nick Jr. last year!

Bravo to Disney’s Brand Consultants who, most likely, put in extremely long hours and probably weren’t cheap.

Alan Braverman, Alan C. Greenberg, Andrew Mooney, Andy Bird, Anne Sweeney, Aylwin Lewis, Blythe McGarvie, Bob Iger, Bob Weinstein, Brad Grey, Brent Woodford, Carl D. Folta, Charlies Phillips, Chateau Lafite Rothschild, Christine McCarthy, Debra Lee, DeDe Lea, Denise White, Disney Junior, Fred Langhammer, Frederic V. Salerno, George Bodenheimer, George S. Abrams, Harvey Weinstein, Imagineering, James Barge, James Bombassei, Jay Rasulo, Jayne Parker, John Bryson, John Chen, John Pepper, Jr., Judith Estrin, Judy McGrath, Kevin Mayer, Khan Manka, Lee Solomon, Manka Bros., Michael Eisner, Michael Fricklas, Miramax, Monica Lozano, Nick Junior, Noggin, Orin Smith, Philippe Dauman, Playhouse Disney, Preston Padden, Rich Ross, Robert Kraft, Robert Matschullat, Ron Burkle, Ronald Iden, Shari Redstone, Sheryl Sandberg, Steve Jobs, Steve Wadsworth, Sumner Redstone, Susan Arnold, The Weinstein Company, Thomas Dooley, Thomas Staggs, Tina Brown, Wade Davis, Walter Liss, William Schwartz, World's Largest Media Company, Zenia MuchaI can imagine conference calls, late night food deliveries and logo designs on several other names like Disney Tots, Disney Ragamuffins, ToddlerDisney, Disney 2-7 (or ‘The D27!’)… before finally reaching the stroke of genius that is Disney Junior.

And I’m sure it was a tense few days before Bob Iger finally signed off on it. During the presentation, he probably said things like “Disney Junior? Really? Isn’t Junior a term for boys? Nickelodeon did it? OK, go ahead.” And that was that. Disney Junior will launch in 2012!

Being a parent of a five year old, I am not cynical about children’s programming and appreciate the big media companies producing so much content that distracts my child long enough so I can take a five minute break to go to the bathroom (including my own parent company Manka Bros. and our Manka Kids brand – Manka Junior anyone?).

I just think with all the millions of dollars being thrown around at media companies on Brand Management, it’s nice to know that all anyone needs to do to brand something for toddlers it to put the word “Junior” behind it. Clorox Junior, Coke Junior (with 40% less sugar), 1976 Chateau Lafite Rothschild Junior (for French children)…

Maybe I’ll launch OnMedea Junior for toddlers who want to read scandalous corporate media stories about “Dora the Explorer”.

Alan Braverman, Alan C. Greenberg, Andrew Mooney, Andy Bird, Anne Sweeney, Aylwin Lewis, Blythe McGarvie, Bob Iger, Bob Weinstein, Brad Grey, Brent Woodford, Carl D. Folta, Charlies Phillips, Chateau Lafite Rothschild, Christine McCarthy, Debra Lee, DeDe Lea, Denise White, Disney Junior, Fred Langhammer, Frederic V. Salerno, George Bodenheimer, George S. Abrams, Harvey Weinstein, Imagineering, James Barge, James Bombassei, Jay Rasulo, Jayne Parker, John Bryson, John Chen, John Pepper, Jr., Judith Estrin, Judy McGrath, Kevin Mayer, Khan Manka, Lee Solomon, Manka Bros., Michael Eisner, Michael Fricklas, Miramax, Monica Lozano, Nick Junior, Noggin, Orin Smith, Philippe Dauman, Playhouse Disney, Preston Padden, Rich Ross, Robert Kraft, Robert Matschullat, Ron Burkle, Ronald Iden, Shari Redstone, Sheryl Sandberg, Steve Jobs, Steve Wadsworth, Sumner Redstone, Susan Arnold, The Weinstein Company, Thomas Dooley, Thomas Staggs, Tina Brown, Wade Davis, Walter Liss, William Schwartz, World's Largest Media Company, Zenia MuchaJill Kennedy – OnMedea

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