Industry

Hasbro Entertainment and Animaj have announced the launch of LUMEE, a new ad sales and brand partnerships joint venture designed to connect advertisers with kids and family audiences worldwide through premium digital content.

Headquartered across London and New York, LUMEE combines the companies’ large-scale digital advertising inventory and data capabilities, creating a unified commercial offering spanning YouTube and Connected TV (CTV). The venture aims to provide brands with scaled, brand-safe access to children and family audiences across platforms.

“Kids attention and curiosity continue to evolve faster than ever,” said Sixte de Vauplane, Co-Founder & CEO of Animaj. “With LUMEE, we are building a bridge between advertisers and a new generation of digital-native kids.”

Yannick Ferrero, SVP, Digital and Distribution at Hasbro Entertainment, added: “Hasbro is committed to delivering exceptional play and entertainment experiences. Our joint venture with Animaj is a strategic move to maximize the value of our premier kids brands for advertisers, while ensuring digital interactions are valuable, safe, and inspiring for our audiences.”

Gregory Dray, Co-Founder of Animaj and Chairman of LUMEE, said: “By unifying some of the world’s most respected and successful kids IPs under a single ad sales offering, we are delivering what family advertisers have been asking for: a solution delivering scale, engagement, and brand safety across digital platforms.”

Built on the companies’ combined portfolio of preschool, kids and tween IP, LUMEE will exclusively represent ad sales on YouTube and manage CTV inventory for major global brands including “Peppa Pig”, “Pocoyo”, “PJ Masks”, “My Little Pony”, “Maya the Bee”, “Transformers”, “Rabbids” and “Power Rangers”.