Originally launched in 1952 under the name ‘For The Children’, children’s programming on BBC1 was initially introduced by an off-screen continuity announcer, often accompanied by specially-designed graphics and captions. In September 1985, the segment underwent a rebranding as ‘Children’s BBC’ and debuted its first on-screen host, Phillip Schofield, broadcasting from a small continuity booth at Television Centre known as ‘The Broom Cupboard’. The block was later rebranded as CBBC in the 1990s.