Hasbro Entertainment and Animaj launch Lumee
Hasbro Entertainment and Animaj have launched Lumee, a joint venture aimed at leading digital ad sales and a high-profile brand partnership in children’s content.
Lumee will bring together Hasbro’s and Animaj’s portfolios of flagship brands ranging from ‘Peppa Pig’ to ‘Transformers’, ‘Pocoyo’ and ‘Maya the Bee’.
Through the new banner, Animaj – a next-generation children’s media company backed by strategic investor HarbourView Equity Partners – will handle these IPs across film, television, animation and digital, across YouTube, connected TV and AVOD/FAST platforms. The joint venture is now operational and in discussions with major advertisers. Together, Hasbro and Animaj say their digital networks generate more than 50 billion views per year on YouTube alone.
“Children’s attention and curiosity continue to evolve faster than ever,” says Sixte de Vauplane, co-
Founder and CEO of Animaj. “With Lumee we build a bridge between advertisers and a
new generation of digital-native children.”
Gregory Dray, co-founder of Animaj and chairman of Lumee, said: “Kids and family content is the most undervalued real estate in the digital world right now.” Dray, a former Google and YouTube executive, added: “The industry doesn’t have an audience problem; it has a business model problem.”
Dray pointed out that children’s and family programming represents more than 15% of total viewership on YouTube, but monetization has declined significantly since 2020, when regulatory changes eliminated personalized ads on “Made for Kids” content. While these rules strengthened protections for children’s privacy, he argued that they also removed key mechanisms used to target advertising in the children’s area.
Our joint venture with Animaj is a strategic move to maximize the value of our kids brands for advertisers,” said Yannick Ferrero, SVP Digital and Distribution at Hasbro Entertainment. “While ensuring digital interactions remain safe and appropriate for families.”
Lumee also supports original and branded content developed around existing characters. This work will build on Animaj’s AI-enhanced production pipeline, which the company says can reduce creative development timelines by up to 60% compared to traditional animation workflows.
