Disney’s Kids & Family division is actively revamping its creative approach to reach younger audiences across modern platforms, detailing collaborations with prominent digital creators such as Dhar Mann and Nastya. Speaking during a panel discussion at MipJunior in Cannes, executives addressed how shifting media habits require legacy studios to adapt rather than relying strictly on standard formulas.
Ayo Davis, president of Disney’s Kids & Family division, pointed out the widespread viewing changes occurring across youth demographics. Davis noted that young audiences are exploring vastly different types of media, creating an urgent need for the studio to pivot. She explained that the company had to reconsider storytelling across established franchises, evaluate original content, explore different formats, and assess how productions are presented on various platforms.
Partnering With High-Profile Content Creators
Addressing the decision to work alongside digital stars, Davis emphasized that partnerships are chosen selectively based on thematic alignment. She highlighted that creator Dhar Mann's narratives center on universal battles between good and evil, matching Disney's storytelling identity. Mann, who also presented the opening keynote at Mipcom, has two greenlit series in the works with the company.
Charlie Andrews, executive vice president of live action at Disney Kids & Family, confirmed that scripts have arrived for Mann’s upcoming projects. Andrews praised the dialogue for being closely aligned with contemporary youth culture while retaining core Disney themes like wonder, friendship, and fantasy. The studio is also actively working with Nastya, who has an established following in the preschool market. Alyssa Sapire, head of original programming and strategy at Disney Jr., noted that Nastya’s focus on imaginative play complements preschool programming.
Andrews added that as Nastya grows older, the live-action division is developing content tailored to her and her audience's maturing interests. Zack Olin, senior vice president of development and current series at Disney Television Animation, reiterated that the studio's primary ambition remains teaming with top storytellers by paying close attention to which voices audience members follow.
Expanding Short-Form Formats and Franchises
Gino Guzzardo, vice president of multiplatform content at Disney Kids & Family, spoke about the legacy and ongoing necessity of short-form media. Countering the idea that the studio began strictly with a mouse, Guzzardo pointed out that Disney's history is rooted in shorts. He explained that short-form distribution helps reach audiences on screens of all sizes across an increasingly fragmented ecosystem.
Among the new formats is "Locker Diaries," an anthology series consisting of vertical shorts filmed from the viewpoint of high school lockers. The concept utilizes high school settings from existing Disney properties to provide character-focused vignettes. Alongside format experimentation, the studio is nurturing newer properties like "SuperKitties." Sapire shared that the show has demonstrated franchise-building indicators over the past three years, with Disney planning long-form releases, shorts, 60-minute specials, and toys.
Transitioning Demographics and Audience Research
Disney executives also outlined their pipeline for guiding viewers through various age brackets. Davis referred to Disney Jr. as an introductory gateway to the company's characters. Andrews explained how concepts bridge from preschool to live-action releases, such as transitioning the appeal of "Vampirina" into live-action formats and the recently launched original series "Coven Academy," which focuses on witches and vampires with more sophisticated emotional depth.
In the animation sector, Olin discussed developing age-appropriate progression for kids aged 6 to 12. Viewers might transition from series like "Big City Greens" to projects with more serialized themes, such as "Dragon Striker." Olin emphasized the need to understand changing audience choices directly instead of assuming what they want.
To ground these creative choices in real viewer data, Sapire revealed that Disney Jr. meets with preschoolers weekly through an internal educational resource group. Creative teams consult with young viewers to evaluate their comprehension of upcoming story concepts, passing that direct feedback back to showrunners and writers.
Looking ahead, Disney continues to refine its upcoming slate around these multiplatform partnerships and research-driven productions, incorporating the newly greenlit Dhar Mann series and aging-up projects for Nastya into its broader children's programming portfolio.
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Source: Variety
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