On February 4, 2014, as part of the 2014 upfronts, it was announced that Boomerang would become an advertising-supported network, and that there were plans to expand the brand globally. In October of that year, a global rebranding was unveiled.

The new branding was first launched in Latin America in late September, before arriving in the United States on January 19, 2015. As part of the expansion, Boomerang would introduce original programming for the first time, which would place a particular focus on the most well-known franchises from the Warner archives with an explicitly family-friendly approach. Turner executives described the changes as being an effort to grow Boomerang into a "second flagship" on par with the Cartoon Network.

• Sources: 
  • https://variety.com/2014/tv/news/turner-sets-global-relaunch-of-boomerang-to-focus-on-family-viewing-1201329469/
  • https://deadline.com/2014/10/turner-broadcastings-boomerang-toon-channel-getting-revamp-relaunch-850937/
  • https://www.hollywoodreporter.com/news/turner-relaunches-family-focused-boomerang-740607