Why Disney’s Kids & Family Division Is Working With Creators Like Dhar Mann and Nastya: We Need to ‘Meet Kids Where They Are’

In response to shifting viewing patterns among children, Disney’s Kids & Family division is actively transforming its content strategy to remain relevant to younger audiences. This evolution was highlighted at the MipJunior panel in Cannes, where Disney executives discussed their approach to connecting with kids whose entertainment preferences are increasingly diverse and unpredictable.

Ayo Davis, president of Disney’s Kids & Family division, emphasized the necessity of rapid adaptation amid what she described as significant disruption in children’s media consumption. Unlike previous generations, today’s young viewers are consuming a wide range of genres and platforms simultaneously, from preschool programs like "Bluey" to more mature series such as "Squid Game." This broad spectrum of interests requires Disney to rethink how it engages its audience beyond its traditional franchises.

Central to Disney’s renewed approach is an openness to innovative storytelling formats and partnerships with contemporary creators who resonate with children’s current interests. The studio’s collaboration with digital content producers Dhar Mann and Nastya exemplifies this trend. Both bring unique storytelling styles that align with Disney’s values while appealing to kids’ evolving tastes.

Dhar Mann’s narratives, often centered on moral themes of good versus evil, offer a modern interpretation of classic storytelling that Disney finds compatible with its legacy. Meanwhile, Nastya’s content, which encourages imaginative play and creativity, targets preschoolers effectively, reinforcing developmental milestones through engaging narratives. Disney is also exploring live-action projects with Nastya to mirror her aging fanbase’s changing interests, aiming to provide content that grows alongside its viewers.

Original programming remains a cornerstone for Disney, with an emphasis on fresh ideas alongside cherished legacy properties. Disney Jr.'s head of original programming, Alyssa Sapire, pointed to new series like "SuperKitties" as evidence of this approach. The show, which has developed a dedicated following over several years, illustrates Disney’s long-term investment in building new franchises that span multiple formats, including specials, shorts, and merchandise.

Short-form content is another strategic focus. Disney maintains a strong tradition of creating shorts, strategically leveraging this format to maximize character exposure across an increasingly fragmented media landscape. Projects like the anthology series "Locker Diaries," which presents stories through the lens of high school lockers, demonstrate Disney’s efforts to craft immersive and relatable experiences that suit the habits of today’s youth.

The company’s content strategy also accounts for children’s developmental stages and shifting tastes as they grow. For instance, the move from animated series to live-action adaptations caters to older children and preteens seeking more complex storytelling with emotional depth. Recent live-action projects such as "Coven Academy," featuring themes of vampires and witches, tap into popular motifs that have proven successful in earlier Disney properties, offering familiarity alongside more sophisticated narratives.

Disney’s animation output reflects this nuanced understanding of its audience. Programming is tailored to different age brackets, providing a range of thematic complexity and styles. Shows like "Big City Greens" appeal to younger viewers, while series such as "Dragon Striker" introduce serialized storytelling for older kids exploring more intricate themes.

Underlying these creative decisions is a commitment to audience research and feedback, particularly in the preschool segment. Disney employs ongoing engagement with children to assess comprehension and emotional response, using insights gathered to refine scripts and storylines. This iterative process ensures that content remains relevant and resonant.

Overall, Disney’s Kids & Family division is embracing a dynamic and responsive content model that integrates new creator partnerships, diverse formats, and audience-driven development. By balancing innovation with its storied heritage, Disney aims to maintain a strong connection with children in an era marked by fragmented attention and rapidly changing entertainment preferences.