Hasbro & Animaj Introduce Ad Sales Joint Venture

Hasbro Entertainment and Animaj have opened the joint venture LUMEE, combining their digital advertising inventory and insights to power ad sales and brand partnerships for their IPs.

“Kids’ attention and curiosity continue to evolve faster than ever,” said Sixte de Vauplane, co-founder and CEO of Animaj. “With LUMEE, we are building a bridge between advertisers and a new generation of digital-native kids.”

Built on Hasbro and Animaj’s IPs, LUMEE’s offerings include advertising across YouTube and connected TV, with contextual, COPPA-compliant precision placement on YouTube. LUMEE will leverage research and audience insights to inform an advertiser’s media strategy and enable measurement of success.

LUMEE now offers a single access point for global IPs such as Peppa Pig, Pocoyo, PJ Masks, My Little Pony, Maya the Bee, Transformers, Rabbids and Power Rangers. Together, Hasbro and Animaj’s content generates more than 50 billion annual views on YouTube alone.

“Hasbro is committed to delivering exceptional play and entertainment experiences,” said Yannick Ferrero, senior VP of digital and distribution at Hasbro Entertainment. “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.”

“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,” added Gregory Dray, co-founder of Animaj and chairman of LUMEE.