In early 2014, Boomerang announced an upcoming rebrand of itself, scheduled to take place in the Fall. On October 10, 2014, it was announced that the rebrand was pushed back to the end of October due to "an ongoing issue." Bumpers to be used during the rebrand were uploaded to YouTube that day as well. In early 2015, the U.S. version of Boomerang will be relaunched as part of a global rebranding effort and will offer original programming for the first time; the relaunched channel will continue to emphasize its archival programming but with a greatly increased emphasis on the archive's most popular brands and an explicitly family-friendly approach, in the hopes that Boomerang can become a “second flagship” on par with the main Cartoon Network channel. Boomerang officially rebranded on January 19, 2015.