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Disney Targeting Web Kids

Disney.com Thursday announced plans to launch a new kid-friendly online destination.

"The Zeether at Disney.com," is scheduled to debut this fall as part of Disney's effort to build out its online presence.

The Zeether will include more games, stories, activities and broadcast bands, including Radio Disney, Playhouse Disney and Zoog Disney, an on-air and online block on Disney Channel where Zeether makes its home.

"Disney.com is proud to offer kids a place on the Internet designed especially for them," said Ken Goldstein, senior vice president and general manager of Disney (DIS) Online. "With the Zeether, we have created a unique entertainment environment just for kids."

The Zeether will try to win over new users with an expansive advertising and promotional campaign that includes national broadcast, print and online ad buys.

Other online happenings at Disney.com will include:

  • Disney's Club Blast -- Disney's Club Blast members may launch into a space-themed world complete with games. activities and stories.
  • Disney's Millenium Super Site -- In October, this site will link to every division of Disney celebrating the millenium.
  • Pets & Animals Channel -- This channel will feature behind-the scenes exploration of Disney's Animal Kingdom Theme Park.

Established in 1995, Disney Online is the No. 1 site in kids and family entertainment. In the past six months, Disney.com has had more than 33 percent growth inreach with kids ages 2-11.