Disney Brand Targets Boys

The Walt Disney Co. is attempting to crack the market of boys aged 6-14 with a new entertainment brand called Disney XD.

Last Updated: January 15, 2009 @ 8:05 PM

Seeking to replicate its success with girls, the Walt Disney Co. is attempting to crack the market of boys aged 6-14 with a new  entertainment brand called Disney XD, reports the Wall St. Journal. Disney XD will include a new cable television channel and a web site with games, music, videos and social networking. An action-adventure show called "Aaron Stone" will be at the centerpiece of the new cable channel. Disney is hoping to mirror the phenomenal success of its girl-targeted franchises like Hannah Montana and the Jonas Brothers.  "We looked at the landscape and feel that girls are being served – if not super-served, and preschoolers are also well served, but boys really haven’t been," Rich Ross, president of Disney Channels Worldwide, told the paper. "If boys have been served, it’s been mostly in animation, which [is] only a narrow portion of what boys are interested in."