Kids' WB

Kids' WB was the children's programming block that aired on The WB television network. Launched in 1995, it became a dominant force in American Saturday morning and weekday afternoon animation, primarily featuring series from Warner Bros. Animation and other studios. The block was known for its popular anime acquisitions and original cartoons, competing directly with rivals like Fox Kids and Cartoon Network. It ceased broadcasting as a linear block in 2008, with its programming responsibilities shifting to The CW.

History

The block was launched by Warner Bros. Domestic Television Distribution on September 9, 1995, as part of the nascent WB network's strategy to capture a youth audience. Its early success was bolstered by the inclusion of the iconic Steven Spielberg-produced series Animaniacs and Pinky and the Brain, which migrated from Fox. Throughout the late 1990s, Kids' WB aggressively competed in the Saturday morning cartoon wars, securing hit shows like Pokémon and Yu-Gi-Oh!. The 2001 merger of corporate siblings AOL Time Warner's Cartoon Network and Kids' WB led to strategic shifts, with the block eventually losing its standalone identity. Following the dissolution of The WB and the launch of The CW in 2006, the block was managed by CBS before ending its original run on May 17, 2008.

Programming

Kids' WB's lineup was a mix of original Warner Bros. properties and licensed content, with a significant emphasis on action-adventure series. Core original programming included shows from the DC Animated Universe like Batman Beyond and Justice League, as well as comedies such as Histeria! and The Nightmare Room. Its most defining acquisitions were Japanese anime series, with Pokémon becoming a cultural phenomenon and ratings juggernaut, followed by the success of Yu-Gi-Oh! and Kirby: Right Back at Ya!. The block also aired series based on Tony Hawk and X-Men properties, alongside Scooby-Doo mysteries and later-day original series like Xiaolin Showdown and The Batman.

International versions

The Kids' WB brand and programming model were adapted in several international territories. In Australia, the Nine Network aired a weekend block under the Kids' WB name featuring similar series. Telefe in Argentina and Rede Globo in Brazil also broadcast localized versions of the block. In the United Kingdom, a version aired on Cartoon Network UK and later Boomerang, while TVNZ in New Zealand programmed a Kids' WB strand. These international blocks typically featured a curated selection of the U.S. lineup's most popular series, such as Pokémon and Jackie Chan Adventures.

Branding and identity

The block was known for its energetic and colorful branding, often featuring live-action hosts and bumpers starring personalities like Daphne Blunt and Suzi Morales. Its various logo and packaging campaigns, such as "Get Ready for the WB!" and "The Best Saturday Morning on Television!", emphasized excitement and competition. A distinctive element was the "Kids' WB! Jungle" set used in the late 1990s, and later campaigns incorporated themes of heroism and adventure to match its action-oriented lineup. The block's graphic design and music were consistently aimed at creating a high-energy environment for its young viewers.

Legacy and impact

Kids' WB is remembered as a major player in the era of broadcast television-based children's blocks, significantly popularizing anime in mainstream American culture through series like Pokémon. It provided a crucial broadcast platform for Warner Bros. Animation and helped launch franchises that remain active today. The block's demise signaled the broader industry shift away from Saturday morning cartoon blocks on major networks toward cable television and digital media. Its programming library continues to be distributed on platforms like HBO Max, and its branding influenced subsequent blocks like The CW4Kids and Toonzai on The CW.

Category:American children's television programming blocks Category:1995 American television series debuts Category:2008 American television series endings