Revolutionizing brand partnerships through premium content, audience intelligence, and brand-safe digital environments
Animaj is proud to announce the launch of LUMEE, a new joint venture with Hasbro Entertainment, designed to redefine how brands connect with kids and families across digital platforms.
LUMEE brings together the premium, high-scale digital ad inventory and audience insights of Hasbro Entertainment and Animaj to power a next-generation ad sales and brand partnerships offering. Built for today’s digital-native audiences, LUMEE enables brands to engage kids and families in ways that are safe, smart, compliant, and meaningful.
A new bridge between brands and digital-native kids
Kids’ attention, curiosity, and media habits continue to evolve faster than ever. LUMEE is designed to meet this shift head-on by offering advertisers a single access point to some of the world’s most trusted and beloved kids’ IPs — spanning preschool, tweens, and teens.
Kids’ attention and curiosity continue to evolve faster than ever. With LUMEE, we are building a bridge between advertisers and a new generation of digital-native kids
— Sixte de Vauplane, Co-Founder and CEO of Animaj
Built on Hasbro’s and Animaj’s industry-leading brands and deep relationships with millions of families worldwide, LUMEE delivers advertising solutions across YouTube, Connected TV (CTV), and AVOD/FAST platforms, with a strong focus on compliance, contextual relevance, and brand safety.
What LUMEE offers advertisers
LUMEE combines scale, insight, and creativity to help brands deliver effective and responsible campaigns:
Advertising & Brand Partnerships
Compliant access to valuable kids and family audiences across YouTube and AVOD/FAST platforms, backed by trusted expertise in children’s content, advertising standards, and brand safety.
Audience Intelligence
Deep insights into what content resonates with kids, and where and how they prefer to consume it across digital platforms.
Original & Branded Content at Scale
Animaj’s AI-enhanced production capabilities enable rapid creative development and iteration, supporting integrated and branded content campaigns built around iconic characters.
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.
— Yannick Ferrero, SVP, Digital and Distribution, Hasbro Entertainment
Unmatched scale across premium kids’ IP
LUMEE exclusively represents ad sales on YouTube and FAST platforms for a portfolio of globally loved brands, including Peppa Pig, Pocoyo, PJ Masks, My Little Pony, Maya the Bee, Transformers, Rabbids, and Power Rangers.
By unifying some of the world’s most respected kids’ IPs under a single ad sales offering, we are delivering what family advertisers have been asking for: scale, engagement, and brand safety across digital platforms.
— Gregory Dray, Co-Founder of Animaj and Chairman of LUMEE
Together, Hasbro and Animaj generate more than 50 billion annual views on YouTube, creating one of the largest premium kids and family digital footprints across YouTube and AVOD/FAST platforms.
LUMEE is now fully operational and actively engaging with major advertisers on launch partnerships across digital platforms. Check out their website here.
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