Hasbro Studios’ upcoming animated series “Transformers: Robots in Disguise” has a new home: Cartoon Network.
The series had originally been set to debut on Discovery Family, formerly The Hub, in spring 2015, but Hasbro Studios recently made the switch to Cartoon Network in order to better target the toy line’s core audience, boys.
The Hub’s daytime programming lineup had mostly attracted a younger girl and family audience, especially to hit shows based on “My Little Pony.”
Cartoon Network, on the other hand, is regularly tops with boys ages 6-11 and 9-14, who tend to buy the “Transformers” action figures.
“We felt it was incumbent on us to take advantage of the opportunity to put it on a top rated network that performed well with boys,” Stephen Davis, president of Hasbro Studios and global entertainment & licensing for Hasbro, Inc told Variety.
SEE ALSO: Hasbro to Launch ‘Transformers: Robots in Disguise’ Show in Spring 2015 (EXCLUSIVE)
“Transformers: Robots in Disguise” features the voices of Darren Criss (“Glee”), Constance Zimmer (“House of Cards”), Mitchell Whitfield (“TMNT”) and Ted McGinley (“Married with Children”), as well as a new brighter look for the robots and storyline that amps up the humor.
“We have spent a lot of time listening to what kids like about Transformers and they haven’t been shy about giving us their opinions, and we have listened,” Davis said. “‘Robots in Disguise’ is reflective all that we have learned in our conversations with kids.”
In the show, Bumblebee must step up to be a leader of the Autobots after “Transformers Prime” and save Earth from a new faction of Decepticons.
Davis stressed that the toymaker was still “110% committed to the success of Discovery Family. It’s in no way a reflection of our committment to the network.”
Hasbro has had a long relationship with Cartoon Network, the home of the toymaker’s “Beyblade” series. It also aired the original “Transformers” TV series.
Since 2010, all of Hasbro’s original “Transformers” series have debuted on The Hub kids cable network. The channel made the switch to Discovery Family last week.