In January 2010, Discovery and Hasbro announced that the new network would be known as The Hub; two months later, the companies announced that The Hub would be launched on October 10, 2010. The network planned to continue targeting Discovery Kids' main demographic of children aged 2 through 14 (a market which staff felt was being abandoned by its competitors, such as Nickelodeon and Disney Channel, in favor of tweens), but also planned to feature a primetime block with family-oriented programming. Veteran television executive, and the network's president and chief executive officer Margaret Loesch stated that The Hub's goal was to be "vibrant" and "diverse" in its programming, and that the channel would not purely be a marketing vehicle for Hasbro products. The network's original imaging was developed by Troika Design Group, and built around an emblem nicknamed the "hubble" – which was designed to embody a "catalyst of action and imagination". The final logo design was the result of a number of drafts by Troika designers, some of which had incorporated typography similar to Hasbro's logo.
The Hub was launched on October 10, 2010. Some of The Hub's launch programming would include the game show Family Game Night, animated series Pound Puppies, My Little Pony: Friendship Is Magic – a new animated entry in the My Little Pony franchise developed by Lauren Faust, and Transformers: Robots In Disguise, reruns of the Jim Henson series Fraggle Rock, and the preschool-oriented programs Cosmic Quantum Ray and The WotWots.
In a June 2011 debt filing with the Securities and Exchange Commission, Discovery Communications indicated that the channel may be worth less than previously believed, based on low viewership figures. The management of The Hub subsequently underwent a fair value analysis of the channel. A Discovery Communications spokesperson considered the action to be "a pro-forma accounting exercise", and noted that Discovery felt "very positive and encouraged by The Hub's early days' performance and ability to grow its audience in the future."
In March 2013, The Hub picked up its first work from POW! Entertainment, Stan Lee's Mighty 7, an animated pilot movie to be aired in early 2014. The network also began to phase in an amended branding as the Hub Network. In late 2013, Hub Network introduced an updated logo and a new imaging campaign, "Making Family Fun", which was developed by the Los Angeles-based agency Oishii Creative.
It is now defunct and it is replaced by Discovery Family.