Hasbro and Animaj’s LUMEE expands portfolio through Disney advertising agreement
LUMEE, the advertising and brand partnerships joint venture created by Hasbro and Animaj, has announced a new agreement with Disney Advertising to represent selected family-focused advertising inventory across several Disney YouTube channels. The partnership expands LUMEE’s portfolio beyond content from Hasbro and Animaj, adding Disney’s family entertainment properties to its offering.
Centralized platform for advertisers seeking
Under the agreement, LUMEE will serve as a centralized platform for advertisers seeking access to premium, brand-safe family content on YouTube. The company aims to provide brands with scalable opportunities to engage family audiences while maintaining high standards for content quality, suitability, and advertising safety.
The announcement marks another step in LUMEE’s growth strategy following its launch earlier this year as a joint venture between Hasbro Entertainment and Animaj. The platform was created to help advertisers connect with children and families through trusted digital content, leveraging audience insights, contextual advertising technology, and partnerships with major family entertainment brands.
More than 100 billion YouTube views in 2025
According to the companies, the channels represented by LUMEE generated more than 100 billion YouTube views in 2025, highlighting the scale of the audience available through the combined portfolio. Executives from LUMEE and Disney stated that the collaboration is intended to strengthen brand safety standards while providing advertisers with access to some of the most recognizable family-focused content on the platform.
The agreement further positions LUMEE as a significant player in family-focused digital advertising, bringing together content and audiences from Disney, Hasbro, and Animaj under a single advertising sales offering designed for the evolving digital media landscape.