Hasbro Entertainment and Animaj have partnered to create Lumee, a new joint venture focused on streamlining digital advertising sales for kids and family content. This 50-50 partnership will oversee ad sales on YouTube and connected TV platforms, managing a portfolio of well-known brands.

Lumee will represent advertising for popular franchises such as Peppa Pig, Transformers, My Little Pony, Power Rangers, PJ Masks, Pocoyo, Maya the Bee, and Rabbids. Together, their YouTube channels attract over 50 billion views annually, positioning Lumee as one of the largest premium kids and family networks across YouTube, AVOD (Advertising Video on Demand), and FAST (Free Ad-Supported Streaming Television) platforms.

Lumee will provide advertisers with three main services:

• Media sales across YouTube and connected TV
• Research and audience insights to support media strategy and performance measurement
• Original and branded content production at scale, utilizing Animaj’s AI-enhanced capabilities

Sixte de Vauplane, co-founder and CEO of Animaj, highlighted the venture’s goal to tackle monetization challenges in the kids and family digital space, especially on YouTube. He noted, “YouTube has become the dominant platform in recent years, but it monetizes poorly for advertisers. There is a significant monetization crisis in the kids and family sector because YouTube is not providing a strong monetization engine to help creators fund their work.”

By combining Hasbro’s and Animaj’s YouTube ad inventories, Lumee offers a centralized solution for advertisers targeting family audiences. Their combined YouTube channels generate approximately 55 billion views annually—22 billion from Animaj and 33 billion from Hasbro. Advertising will continue on the existing YouTube channels of both companies rather than through a new platform.

Lumee will ensure COPPA-compliant ad placements and contextual targeting designed specifically for children’s content. The venture is already in discussions with major advertisers, including toy companies, streaming services, film distributors, theme parks, and non-endemic brands seeking to reach family audiences.

De Vauplane said, “With Lumee, we are building a bridge between advertisers and a new generation of digital-native kids.” Yannick Ferrero, SVP of 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.”

Lumee is now operational and actively engaging with advertisers for launch partnerships.

Disclaimer: This article has been auto-generated from a syndicated RSS feed and has not been edited by Vitrina staff. It is provided solely for informational purposes on a non-commercial basis.