Unveiling its digital initiatives as part of a multiplatform digital media business strategy, Warner Bros. Television Group has announced that it will be launching KidsWB.com, an ad-supported virtual world based on its animated properties and targeted at children aged 6-12.

The project was previously known as T-Works and promised interaction with characters from Warner Bros’ Looney Tunes, Hanna-Barbera, Warner Bros. Animation, and DC Comics properties.

WB’s original intentions for T-Works continue with KidsWB.com, allowing users to create a customizable cartoon avatar which they can play, chat, and furnish a cartoon home with using Warner Bros. Entertainment’s animation asset library.

KidsWB.com will also feature a video channel with classic, original, and contemporary animated programs, as well as over 100 animation-themed games.

Warner Bros. Television Group’s advertising partners so far include Mattel, McDonald's and Johnson & Johnson.

“These destinations are perfect examples of our digital strategy to create targeted, niche destinations that present a fresh and compelling point of view to audiences,"said Rosenblum. "In much the same way TMZ has, these initiatives enable us to create new brands and reimagine existing ones for a multiplatform playing field. They are complementary to our thriving traditional business and share the same vision of original episodic storytelling.”