Hasbro and Animaj Launch Ad Sales and Brand Partnerships Venture

LUMEE will connect brands with kids and families through premium digital content and advertising.

Published on Feb. 13, 2026

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Hasbro Entertainment, the content arm of Hasbro, and Animaj, a next-generation kids media company, have announced the launch of LUMEE, a joint venture that will unite their premium digital advertising inventory and audience insights to power advertising sales and brand partnerships. LUMEE is designed to help brands connect with kids and families in safe and meaningful ways across YouTube and Connected TV platforms.

Why it matters

The new LUMEE venture combines the powerful IP and reach of Hasbro's beloved kids brands like "Peppa Pig," "Transformers," and "My Little Pony" with Animaj's expertise in reaching digital-native kids and families. This gives advertisers a single access point to tap into one of the largest premium kids and family audiences on YouTube and AVOD/FAST platforms.

The details

LUMEE will offer advertising and brand partnerships, audience intelligence, and the ability to create original and branded content at scale. The joint venture will exclusively represent ad sales on YouTube and manage CTV inventory for Hasbro and Animaj's portfolio of global kids brands, which generate over 50 billion annual views on YouTube alone.

  • LUMEE is now operational and actively engaged in discussions with major advertisers regarding launch partnerships across digital platforms.

The players

Hasbro Entertainment

Hasbro's content arm that leverages the company's brands and IP across film, television, animation and digital.

Animaj

A next-generation kids media company backed by strategic investor HarbourView Equity Partners.

LUMEE

The new venture that unites Hasbro and Animaj's premium digital advertising inventory and audience insights to power advertising sales and brand partnerships.

Yannick Ferrero

Senior Vice President, Digital and Distribution, Hasbro Entertainment.

Gregory Dray

Co-founder of Animaj and Chairman of LUMEE.

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What they’re saying

“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 Chief Executive Officer, Animaj (licenseglobal.com)

“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.”

— Yannick Ferrero, Senior Vice President, Digital and Distribution, Hasbro Entertainment (licenseglobal.com)

“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.”

— Gregory Dray, Co-founder, Animaj and Chairman, LUMEE (licenseglobal.com)

What’s next

LUMEE is now operational and actively engaged in discussions with major advertisers regarding launch partnerships across digital platforms.

The takeaway

The launch of LUMEE represents a strategic move by Hasbro and Animaj to maximize the value of their premier kids brands for advertisers, while ensuring digital interactions are valuable, safe, and inspiring for their audiences. This new venture provides a single access point for brands to tap into one of the largest premium kids and family audiences on YouTube and AVOD/FAST platforms.