New look for popular pre-school block Milkshake! – the first brand refresh in over a decade.
Speaking at The Children’s Media Conference in Sheffield, Sarah Muller, head of children’s Channel 5, unveiled Milkshake’s new brand logo and opening title sequence, and took attendees through the rationale behind the brand refresh. Milkshake! airs weekdays on Channel 5 from 6:00am- 9:15am and on weekends from 6:00am until 10:00am.
Sarah commented: “I am truly lucky to have this exceptional opportunity to guide a much-loved pre-school institution to the next level, providing a contemporary context for modern, media-savvy kids and future-proofing Milkshake for coming generations, without losing any of its existing charm and appeal.”
24th July will also mark the launch of the Milkshake! YouTube channel featuring audience favourites including the presenter-lead short form features.
The Milkshake! brand refresh will launch on air from the 24th July at 6:00am with All New Week; a schedule featuring new episodes of pre-school programming such as Peppa Pig and Thomas and Friends, as well as new acquisitions including Poppy Cat (Coolabi) and Simon (Go-N), with more programming announcements to be made in the coming weeks. All New Week will see costume characters visit the studio and new Milkshake! presenters join the existing team. The premiere week will be the first opportunity for viewers to see the new Milkshake! studio which retains many of the key features from the original studio while allowing more space for in-studio activities such as crafting and dance routines.
The only public service broadcaster to air children’s content on its main channel, Channel 5 is committed to broadcasting 600 hours of UK-originated kids’ programming a year. Milkshake! debuted in 1997 and is the home of UK pre-school programming such as Peppa Pig, Ben and Holly’s Little Kingdom and Little Princess.