The Jetix name was chosen after the company conducted international research specifically with a number of children focus groups. Many of the children picked the name as it implied action and adventure, and the company was able to use the name internationally due to its ambiguity. Bruce Steinberg, Chairman and Chief Executive Officer of Fox Kids Europe, said that Jetix would help strengthen Fox Kids Europe's partnership with Disney while building new alliances to continue to successfully leverage its programming library and distribution.[12][13]