LUMEE's premium family portfolio gives advertisers a trusted central gateway to iconic family content on YouTube.
LUMEE, a joint venture by Hasbro Entertainment and Animaj, is proud to have reached a new agreement with Disney Advertising to represent a selection of family-focused advertising inventory across several Disney YouTube channels, enabling LUMEE to expand its portfolio as a trusted, centralized access point for advertisers seeking premium, brand-safe family content at scale on YouTube.
The agreement is an exciting next step for LUMEE as we develop a portfolio on YouTube that includes inventory expanding beyond Animaj and Hasbro, to now include beloved storytelling from Disney.
The content channels represented by LUMEE reached more than 100 billion views on YouTube in 2025. Built for a digital-first ecosystem, we’re focused on providing a central access point for brands to safely reach family audiences as they engage with iconic characters and stories.
At LUMEE, that dedication to protecting our audience and partners is foundational. It’s why we’ve developed proprietary contextual technology and constantly work to ensure each impression is delivered in a curated and relevant environment, vetted by humans, and designed for family entertainment.
By bringing together Disney, Hasbro, and Animaj, LUMEE delivers the ultimate trusted standard for family marketing on YouTube. We’ve built a high-quality sanctuary where brands can connect with families at scale, backed by uncompromised safety and integrity'
- Gregory Dray, Chairman of LUMEE
Disney is committed to remaining a trusted storyteller for families – on YouTube and everywhere our stories and characters appear. This new agreement with LUMEE reflects our continued focus on expanding opportunities around brand safety and creating trusted, high-quality experiences for our audiences.
- Joe Blount, Senior Vice President, Business Operations, Disney Global Entertainment Networks
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