A TRUSTED WAY TO REACH FAMiLY AUDiENCES ON YOUTUBE: LUMEE EXPANDS PORTFOLiO WiTH DiSNEY ADVERTiSiNG AGREEMENT

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.

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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.

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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.

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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.

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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'

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- Gregory Dray, Chairman of LUMEE

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‍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.

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- Joe Blount, Senior Vice President, Business Operations, Disney Global Entertainment Networks

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