<\/p>\n
\n\tHasbro<\/a> Entertainment and Animaj <\/a>have launched Lumee, a joint venture aimed at spearheading digital advertising sales and striking brand partnership in the kids\u2019 content space.<\/p>\n \n\tLumee will bring together Hasbro\u2019s and Animaj<\/a>\u2019s portfolios of flagship brands, ranging from \u201cPeppa Pig\u201d to \u201cTransformers,\u201d \u201cPocoyo\u201d and \u201cMaya the Bee.\u201d <\/p>\n \n\tThrough the new banner, Animaj \u2013 which is a next-generation kids media company backed by strategic investor HarbourView Equity Partners \u2014 will handle these IP\u2019s across film, television, animation and digital, through YouTube, connected TV and AVOD\/FAST platforms. The joint venture is now operational and in talks with major advertisers. Together, Hasbro and Animaj say their digital networks generate more than 50 billion views per year on YouTube alone. <\/p>\n \u201cKids attention and curiosity continue to evolve faster than ever,\u201d said Sixte de Vauplane, co- \n\tGregory Dray<\/a>, co-founder of Animaj and chairman of Lumee, said \u201cKids\u2019 and family content is currently the most undervalued real estate in the digital world.\u201d A former\u00a0Google<\/a>\u00a0and YouTube\u2019s senior executive, Dray\u00a0added, \u201cThe industry doesn\u2019t have an audience problem; it has a business model problem.\u201d<\/p>\n \n\tDray pointed out Kids\u2019 and family programming represents more than 15% of total viewing on YouTube, yet monetization has weakened significantly since 2020, when regulatory changes eliminated personalized advertising on \u201cMade for Kids\u201d content. While those rules strengthened child privacy protections, he argued that they also removed the primary mechanism platforms used to target advertising in the kids\u2019 space.<\/p>\n \n\tOur joint venture with Animaj is a strategic move to maximize the value of our kids brands for advertisers,\u201d said Yannick Ferrero, SVP of digital and distribution at Hasbro Entertainment. \u201cWhile ensuring digital interactions remain safe and appropriate for families.\u201d<\/p>\n \n\tLumee will also support original and branded content developed around existing characters. This work will draw on Animaj\u2019s AI-enhanced production pipeline, which the company says can reduce creative development timelines by up to 60% compared with traditional animation workflows.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source variety.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Hasbro Entertainment and Animaj have launched Lumee, a joint venture aimed at spearheading digital advertising sales and striking brand partnership in the kids\u2019 content space. Lumee will bring together Hasbro\u2019s and Animaj\u2019s portfolios of flagship brands, ranging from \u201cPeppa Pig\u201d to \u201cTransformers,\u201d \u201cPocoyo\u201d and \u201cMaya the Bee.\u201d Through the new banner, Animaj \u2013 which is […]<\/p>\n","protected":false},"author":2,"featured_media":2281070,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[441852,441853,373164],"class_list":["post-2281068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-animaj","tag-gregory-dray","tag-hasbro"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/02\/Hasbro-Entertainment-and-Animaj-Launch-Lumee.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281068","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2281068"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281068\/revisions"}],"predecessor-version":[{"id":2281071,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2281068\/revisions\/2281071"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2281070"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2281068"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2281068"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2281068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Founder and CEO of Animaj. \u201cWith Lumee, we are building a bridge between advertisers and a
new generation of digital-native kids.\u201d<\/p>\n