Hasbro Entertainment and Animaj launched LUMEE, a joint venture designed to consolidate and monetize digital advertising sales for children’s content, on Friday, February 13, 2026. The modern entity will combine the digital advertising inventory and insights from both companies, aiming to provide brands with access to family audiences across platforms like YouTube and connected TV.
LUMEE will leverage Hasbro’s portfolio of brands, including “Peppa Pig” and “Transformers,” alongside Animaj’s holdings such as “Pocoyo” and “Maya the Bee.” According to a statement, the combined digital networks of Hasbro and Animaj generate over 50 billion views annually on YouTube alone. The venture intends to offer advertising and brand partnerships, audience intelligence, and original content creation capabilities.
Sixte de Vauplane, co-Founder and CEO of Animaj, stated that LUMEE is intended to “build a bridge between advertisers and a new generation of digital-native kids.” The company will focus on contextual, Children’s Online Privacy Protection Act (COPPA)-compliant advertising placement on YouTube, as well as advertising across connected TV and ad-supported streaming television (AVOD/FAST) platforms.
Animaj, backed by HarbourView Equity Partners, will handle the intellectual property across film, television, animation, and digital channels through the new venture. Hasbro Entertainment, the content arm of Hasbro, will contribute its brands and IP to LUMEE’s offerings. Yannick Ferrero, SVP, Digital and Distribution at Hasbro Entertainment, said the venture supports the company’s commitment to “delivering exceptional play and entertainment experiences.”
Gregory Dray of Animaj added that LUMEE aims to provide advertisers with “large, engaging, and safe advertising solutions.” The company plans to utilize research and audience insights to inform media strategies and measure campaign success. Animaj’s AI-enhanced production capabilities will also be used to create integrated advertising campaigns featuring iconic characters.
LUMEE is currently in discussions with major advertisers and is operational, according to the companies. The venture’s launch reflects a broader industry trend toward consolidating advertising sales and leveraging data insights to target specific audiences, particularly in the rapidly evolving landscape of children’s digital media.
