Fact-checked by Grok 2 weeks ago

littleBe

littleBe (stylized as littleBe) was a preschool children's television programming block broadcast by ITVBe in the , targeting children aged 2 to 5 years old along with young female viewers and stay-at-home parents. It aired weekday mornings from 9:00 a.m. to 12:00 p.m., featuring a mix of animated and live-action shows designed to engage young audiences with educational and entertaining content. The block launched on 3 September 2018 as part of ITV's effort to revive preschool programming on its digital channels following the closure of CITV's dedicated preschool strand. The programming lineup included popular series such as , Pip Ahoy!, , The Hive, Florrie’s Dragons, , and , with some titles like Pip Ahoy! receiving new episodes exclusive to the block. littleBe utilized colorful, child-friendly idents and continuity announcements featuring stacking block characters to create a cohesive and playful brand identity, emphasizing themes of imagination and everyday adventures. This initiative leveraged ITVBe's demographic focus to deliver accessible, high-quality preschool content without a standalone channel. littleBe operated for nearly six years until it was quietly discontinued on 31 May 2024, with its shows transitioning to ITV's streaming platform for on-demand viewing. The block's end marked another shift in ITV's children's programming strategy, prioritizing amid declining linear TV viewership for young audiences.

History

Development and Launch

In early 2018, initiated planning for littleBe as a dedicated programming block on its digital , aiming to revive content after the 2013 discontinuation of the Mini CITV strand, which had previously targeted younger viewers but was phased out amid a strategic shift toward older school-age audiences on the main brand. The rationale centered on addressing a gap in ITV's children's offerings for ages 2-6, driven by advertiser demand for -targeted content tied to toys and merchandise, while aligning with 's repositioning as a appealing to stay-at-home parents and young female viewers. The project was formally announced in July 2018 at the Children's Media Conference in , with Paul Mortimer, ITV's head of digital channels and acquisitions, overseeing the development and content acquisition efforts. Key stakeholders included executives responsible for digital strategy, alongside production partners for sourcing international and British content, such as CHF Entertainment for acquisitions. This emphasized licensed shows to quickly build a robust slate without heavy original production investment at launch. Development progressed rapidly from initial planning in early 2018 to a soft launch on 3 September 2018, airing weekdays from 9:00 a.m. to 12:00 p.m. on ITVBe, marking ITV's first dedicated preschool block outside the CITV brand in several years. The debut featured a mix of acquired international animations and British classics, with teased highlights including The Sooty Show as a returning favorite, alongside global titles like Oddbods, The Hive, Pip Ahoy!, Engie Benjy, BabyRiki, and Florrie's Dragons. This lineup was selected to provide engaging, educational content emphasizing fun and learning for preschoolers, setting the stage for littleBe's role in ITV's children's portfolio.

Operations

littleBe operated as a dedicated preschool programming block on ITVBe, airing weekdays from 9:00 a.m. to 12:00 p.m. targeting children aged 2 to 5, a format that remained consistent from its inception in September 2018 through to its end in May 2024. littleBe operated as a three-hour weekday morning block on ITVBe from 9:00 a.m. to noon, a schedule that did not undergo significant changes during its six-year run. ITV's content acquisition strategy for the block focused on licensing popular preschool animations and commissioning new episodes of established series to build a cohesive lineup. For instance, in August 2018, ITV commissioned a new six-part series of from Bridge Productions for premiere on littleBe, marking the puppet show's shift from and emphasizing partnerships with British producers to refresh classic content. Additional acquisitions included international titles like Baby Riki, Florrie's Dragons, The Hive, and , sourced to appeal to young audiences with educational and entertaining themes. In March 2023, amid ITV's broader shift toward streaming with the closure of the channel, littleBe was designated to continue as the linear home for content on , with select programming cross-promoted to the new Kids hub to adapt to declining traditional TV viewership among children. This adjustment ensured sustained operations for the block while integrating it into ITV's , though specific demographic performance metrics were not publicly detailed beyond industry-wide trends showing a 62% drop in broadcast minutes for 4- to 15-year-olds since 2019.

Closure

littleBe concluded its broadcast run on ITVBe at noon on 31 May 2024, with no prior official announcement or fanfare marking the event. The decision to end the preschool block aligned with ITV's strategic pivot toward streaming platforms, building on the 2023 closure of CITV where children's content was redirected to ITVX Kids to consolidate viewing in a digital-first environment. This shift prioritized on-demand access over linear scheduling. Following the closure, all littleBe programming transitioned seamlessly to ITVX, where episodes remained available for streaming without interruption. For instance, classic series like continued to be accessible on the platform, ensuring ongoing availability for preschool audiences. There were no publicly reported impacts on staff or production partners from the block's termination, and no internal memos or statements from addressed the wind-down process.

Programming

Schedule and Format

littleBe maintained a consistent daily broadcast window of 9:00 AM to 12:00 PM on weekdays throughout its run on , targeting preschool children aged 2 to 5 and their caregivers. This three-hour block featured a mix of imported and original , such as and , designed to engage young viewers during morning hours when stay-at-home parents were a primary . Weekdays remained the core structure. The format emphasized a gentle, educational style with short interstitials and bumpers to transition between programs smoothly. Break bumpers utilized colorful variants of the —such as , , and —accompanied by a simple , ensuring seamless flow without disrupting the pace. Educational segments teaching the and basic shapes through animated visuals were integrated periodically to reinforce learning objectives aligned with . Over time, the schedule evolved minimally but adapted to ITV's broader children's strategy, remaining a dedicated linear segment even as transitioned to streaming in 2023. The block incorporated occasional interactive elements, such as prompts for viewer participation in songs or games during episodes, though no major overhauls like dedicated themed weeks were introduced. Technically, littleBe broadcast in high-definition as part of HD, launched in 2014, and was listed within ITVBe's (EPG) using a customized style with balloon-themed backgrounds for easy navigation.

Featured Shows

littleBe's programming emphasized a mix of classic content and contemporary international acquisitions, targeting children aged 2 to 5 with themes of , problem-solving, and . The block featured both and shows, drawing from its lineup to provide diverse, engaging stories that promoted social-emotional development. The initial 2018 lineup included , , Florrie’s Dragons, The Hive, , Pip Ahoy!, and . Rotations introduced fresh content over time, such as the later addition of Animanimals in ongoing cycles and Wildwoods premiering in the early 2020s, ensuring variety within the daily schedule. One staple was , a long-running animated series following postman Pat Clifton and his cat Jess as they deliver mail in the village of Greendale, highlighting community support and perseverance through everyday challenges; episodes aired on littleBe starting in 2023, aimed at ages 2-6, teaching problem-solving and kindness. The Sooty Show revived a classic puppet format with bear , dog Sweep, and panda Soo engaging in magical tricks and gentle humor, fostering imagination and basic learning like counting; six new episodes debuted in 2018 alongside repeats, targeting preschoolers with educational segments on and simple . The Oddbods Show brought non-dialogue animation from and the , depicting quirky furry characters like and in mishaps that explore emotions and cooperation; episodes rotated on the block from launch, suitable for ages 3-6, emphasizing empathy and good choices. Minibods, a toddler-focused , followed baby versions of characters in silly, wordless adventures teaching colors, shapes, and resourcefulness; episodes aired in later years starting 2023, designed for ages 2-4 to build early motor and social skills through humor. Pip Ahoy!, an original co-production, starred puppy Pip and kitten Alba solving island mysteries with friends, promoting and ; all 78 episodes, including 26 new ones from series 3, were featured from 2018, for ages 2-5, blending adventure with edutainment on sharing and exploration. Animanimals offered where animals formed from household objects embark on absurd quests, encouraging ; dozens of shorts rotated post-2018, targeting ages 3-6 with light-hearted lessons on and ingenuity. Finally, Wildwoods combined live-action puppets and animation in tales of sasquatch and sugar glider 's forest escapades, underscoring unlikely friendships and bravery; 26 episodes aired in rotations from the early , for ages 4-7, delivering calm narratives on and environmental . This blend of formats—from icons to global co-productions—highlighted littleBe's commitment to inclusive, developmentally supportive viewing.

Presentation and Branding

Logos

The littleBe logo was introduced alongside the programming block's launch on 3 September 2018 as a dedicated segment on . Designed by Gareth David Studio in collaboration with ITV's creative team, it features a custom logotype for "littleBe" where the lowercase "e" nestles into the uppercase "B" through , symbolizing a cradling an to evoke themes of , play, and early learning. This playful yet ownable graphic draws from child-friendly trends emphasizing familial bonds and visual simplicity to appeal to viewers aged 2–6. The employs a vibrant , including primaries like red, blue, yellow, green, magenta, and cyan, alongside neutrals such as white and black, to stimulate young audiences while maintaining versatility across media. No significant redesigns or refreshes occurred during its run, with the original version remaining in use until the block's quiet closure on 31 May 2024. Usage guidelines positioned the logo prominently in electronic programme guides (EPG) to denote the 9:00 a.m. to noon weekday slot, as a static on-screen bug in the corner during broadcasts for brand continuity, and in promotional materials such as posters, digital ads, and schedules to reinforce its identity as a safe, engaging space for preschool content. It briefly integrated with 's parent branding by appearing in transitional elements, ensuring seamless alignment within the channel's overall visual identity.

Idents and Packaging

The idents for , a programming block on , were designed to create a soothing and engaging atmosphere for young viewers through gentle animations featuring the channel's elements as interactive characters. The opening , introduced at the block's launch on September 3, 2018, begins with four stars (in red, , yellow, and white) popping up against an indigo background, panning down to reveal additional stars and a crescent moon. The LittleBe logo then rotates gently, evoking the motion of rocking a , before transitioning to a daytime scene with a white background and a yellow sun circle; here, the logo icon splits into a "B," a "e," and a purple circle, with the magenta "B" bouncing playfully. This 30-second animation emphasizes calming transitions suitable for audiences. The closing ident reverses this sequence, starting with the "B" and "e" bouncing before merging and rotating, shifting from the daytime background to night as the stars reappear and fade into the ITVBe logo. Aired during periods from 2018 until the block's end on May 31, 2024, these idents incorporated the logo's symbolic —where the "e" nestles into the "B" to represent a cradling an infant—animating the shapes as separate or connected entities to reinforce themes of care and play. Break bumpers consisted of short, 9-second clips featuring multi-colored variants of the LittleBe logo in , , , and , often with simple animations of the three core shapes (purple circle, blue "e," and pink "B") interacting in preschool-friendly scenarios such as bouncing on a trampoline, chasing each other, or playing with balloons and bubbles. These bumpers, lasting around 13-14 seconds in full ident form, used the shapes to depict dynamic activities like a balance ball or double-header play, ensuring seamless transitions during commercial breaks without disrupting the gentle flow. In 2022, littleBe underwent a refresh aligning with ITVBe's rebranding, which dropped the dedicated branded idents and break bumpers in favor of the main channel's package, though simplified intro and outro animations persisted until closure. Audio elements complemented the visuals with custom jingles, including a four-note ascending tune for the opening that builds into a dreamy, joyful theme, followed by a warm announcer welcoming viewers: "Hello LittleBes. Time to come and play! We're going to have so much fun today! Are you ready?" accompanied by a three-note ascending "LittleBe" . The closing features a descending four-note tune with a farewell: "Thank you for joining us today, LittleBes. We had so much fun! Let's do it again soon. Bye bye, LittleBes. Goodbye," maintaining a calming and engaging tone throughout. These elements, produced by Gareth David Studio, were crafted to foster a sense of security and excitement for children up to age four.

References

  1. [1]
    ITV's littleBe block adds preschool content – PreschoolNews.net
    Sep 4, 2018 · ITV has this week launched its new preschool block – with littleBe airing on ITVBe from 9am to midday each weekday.
  2. [2]
    littleBe - Gareth David Studio
    A preschool kids zone called 'littleBe' to feature weekday mornings from 9-12 on ITVBe. This launched September 2018.<|control11|><|separator|>
  3. [3]
    Broadcasting U-turns of 2024 - RXTV
    Dec 31, 2024 · ... LittleBe, for pre-schoolers on ITVBe each morning. But LittleBe was quietly axed at the end of May. Prior to LittleBe launching, pre-school ...
  4. [4]
    CITV on ItvBe, Weekdays 9am-12noon — Digital Spy
    ... 2018. https://tbivision.com/2018/07/04/itv-set-to-reintroduce-pre-school-block/. 0. Breaking_News Posts: 2,019. Forum Member.. 26/08/18 - 10 ...
  5. [5]
    ITV's LittleBe: Split from Childrens TV - TV Forum
    Aug 24, 2018 · ITV is set to introduce a pre-school block on ITVBe after abandoning the concept five years ago. ITV's Paul Mortimer, head of digital channels and acquisitions ...<|control11|><|separator|>
  6. [6]
    Pip Ahoy! sails onto ITVBe preschool block - Kidscreen
    Pip Ahoy! sails onto ITVBe preschool block. All three seasons of CHF Entertainment's animated series will launch on ITVBe's new preschool ...Missing: announces | Show results with:announces
  7. [7]
    littleBe - Wikipedia
    littleBe was a British preschool children's television programming block broadcast by ITVBe in the United Kingdom. The block was launched on 3 September ...
  8. [8]
    ITV brings back Sooty for digital net | News | C21Media
    Aug 30, 2018 · ITV in the UK has ordered new episodes of The Sooty Show for its recently launched preschool programming block on its digital channel ITVBe.Missing: Postman Pat
  9. [9]
    [PDF] APFI Report: UK, Eire and US Television Market Landscape
    Dec 31, 2018 · ITVBe targets an audience of. 16-34 females and young mums with lifestyle and entertainment. LittleBe is aimed at pre-schoolers with popular ...
  10. [10]
    ITV to supercharge kids offering on ITVX | Press Centre
    Mar 10, 2023 · However, ITV will maintain the LittleBe pre-school segment on ITVBe and will offer some children's content in the early mornings on ITV2 ...
  11. [11]
    LittleBe - Audiovisual Identity Database
    Final Note: LittleBe was quietly axed on the 31st of May 2024 without any warning. All programming from LittleBe has moved to ITVX. ... There are no threads for ...
  12. [12]
    ITV reduces kids TV slot in ITV2 revamp - RXTV
    Jun 3, 2025 · On 31 May 2024, ITV quietly dropped LittleBe, a strand of programmes for younger children. ITV2 will air shows including Dinner Date in the ...
  13. [13]
    ITVX set to be new destination for kids' programming, linear CITV ...
    Mar 10, 2023 · UK commercial broadcaster ITV will shut down its linear children's channel CITV in early autumn, after launching a kids' offering on streaming platform ITVX ...<|control11|><|separator|>
  14. [14]
    ITVBe Channel To Close After 11 Years In Big ITV Shakeup
    Apr 16, 2025 · ITV has announced that ITVBe will be closing its doors this June after 11 years of reality TV drama and gossip.<|control11|><|separator|>
  15. [15]
    Postman Pat (Classic) - Watch Episode - ITVX
    Postman Pat (Classic) ... Follow everyone's favourite postie & his cat on his daily rounds in the village of Greendale. More info. PlayMissing: littleBe closure
  16. [16]
    ITVBe - TV Whirl
    Little Be (Open) - 2018​​ In September 2018, ITV launched its first block of children's programming away from the CITV brand for some time, surprisingly on ITVBe ...Missing: development | Show results with:development<|control11|><|separator|>
  17. [17]
    Oddbods TV Review | Common Sense Media
    Rating 3.0 · Review by Melissa CamachoOct 9, 2025 · Oddbods is an animated series for preschoolers with fun and creative characters, but some are mischievous and create minor conflicts.
  18. [18]
    https://www.commonsensemedia.org/tv-reviews/minibods
  19. [19]
    ITV revives The Sooty Show - Kidscreen
    ITV revives The Sooty Show. ITV is bringing back the 63-year-old puppet series for six new episodes on its littleBe preschool block.
  20. [20]
    Sooty - Fun To Learn - ABC/123 Box Set [DVD]: Amazon.co.uk
    Rating 4.3 (7) This DVD boxset includes Sooty ABC and Sooty 123 and acts as the perfect fun introduction to early education. Follows the Early Years Curriculum Exclusively ...
  21. [21]
    Oddbods: Capturing kids' imaginations around the world - Google Blog
    Mar 1, 2018 · “Oddbods” is a globally loved, non-dialogue comedy featuring seven very different, always adorable pals. Together, they survive the perils of everyday life.
  22. [22]
    Moonbug launches new 'Minibods' channel, a spin-off of global ...
    Apr 20, 2023 · Minibods is a non-dialogue, slapstick preschool comedy series that follows the adventures of six furry friends who bring the silly to every situation.Missing: age | Show results with:age
  23. [23]
    Minibods TV Review - Common Sense Media
    Rating 3.0 · Review by Fernanda CamargoSep 18, 2025 · With heart, resourcefulness, and age-appropriate humor, this show is slapstick done right for a preschool audience. While it's not ...
  24. [24]
    Pip Ahoy! (Western Animation) - TV Tropes
    The show is a Slice of Life Edutainment Show series for preschoolers set in the town of Salty Cove, centered around the life of Pip the dog.Missing: target educational
  25. [25]
    Awards - Animanimals
    The Animanimals are animals with little quirks. Each time, a different animal faces an absurd adventure that could only happen to them.Missing: educational | Show results with:educational
  26. [26]
    Animanimals Facts for Kids
    Oct 12, 2013 · Here are some of the places where kids can enjoy the show: In Japan, it airs on Disney Channel. In the UK, you can find it on ITVBe's LittleBe.
  27. [27]
    WildWoods TV Review - Common Sense Media
    Rating 3.0 · Review by Jenny NixonFeb 15, 2023 · WildWoods is a very mellow kids' show starring a dopey Sasquatch (an actor in a furry suit), an overly anxious sugar glider (a puppet), and a silent snail.Missing: target | Show results with:target
  28. [28]
    New preschool comedy Wildwoods to launch on RTÉjr
    Sep 28, 2017 · The new live-action puppet comedy series for 4- to 7-year-olds chronicling the unlikely friendship between a gentle giant sasquatch and a feisty pint-sized ...Missing: TV target age
  29. [29]
    Little Be Identity - Behance
    Apr 26, 2019 · Little Be is ITV's brand new pre-school zone for infants up to 4 ... Color. White, Black, Red, Green, Blue, Yellow, Magenta, Cyan. Transparency.
  30. [30]
    ITV Be : Little Be : 2018 Presentation - The Ident Gallery
    Sep 23, 2018 · Little Be is ITV Be's new daytime programming block for younger viewers that launched Monday 3rd September 2018. Opening and closing sequences to Little Be.Missing: development | Show results with:development
  31. [31]
    LittleBe - Logopedia - Fandom
    Launched on 3 September 2018, LittleBe was a British pre-school children's television programming block broadcast by ITVBe. The block was similar to the Mini ...
  32. [32]
    ITV Be : Little Be : 2022 Presentation - The Ident Gallery
    Apr 22, 2023 · Little Be received a small refresh to include the new ITV Be logo. However a major change was the dropping of the Little Be branded idents and break bumpers.