Disney to Launch Virtual World for Bunnytown

Bunnytown, a new variety puppet show aimed at preschoolers from Disney, will begin on Saturdays in November and launch with its own virtual world. The Bunnytown initiative should come as no big surprise.When Disney acquired Club Penguin in August, it highlighted the future of its virtual world plans, setting out the groundwork for a large network of virtual worlds and games based on Disney content connected through the Disney.com hub. "We are very much focused on the brand because that is what the kids want, that is what they expect, and when we ask them what they want to see on the Disney site it’s the stars of the shows they love,"  Mindy Stockfield, VP of digital media at Disney Channel and Jetix, told TVWeek. The same article highlights Nickelodeon's move toward brand-free, general online properties: "Our brand mission is to be a home base for kids. We still want to be consistent, but it doesn’t just mean a home base for SpongeBob," said Steve Youngwood, executive VP of digital media at Nickelodeon/MTVN Kids & Family Group.