Hasbro Entertainment and Animaj launch Lumee
Hasbro Entertainment and Animaj, a next-generation kids media company backed by strategic investor HarbourView Equity Partners, today announced the launch of LUMEE, a new venture that unites their premium, high-scale digital advertising inventory and insights to power advertising sales and brand partnerships. LUMEE is designed to help brands connect with kids and families in safe, smart, and meaningful ways.
Attention and curiosity
“Kids attention and curiosity continue to evolve faster than ever,” said Sixte de Vauplane, Co-Founder & CEO of Animaj. “With LUMEE, we are building a bridge between advertisers and a new generation of digital-native kids’’.
Built on Hasbro’s and Animaj’s industry-leading IPs – spanning pre-school to tweens and teens – as well as trusted relationships with millions of families worldwide, LUMEE ’s offerings include Advertising across YouTube and Connected TV (C-TV); Contextual, COPPA-compliant precision placement on YouTube. To create effective advertising campaigns, the Company plans to leverage Research and Audience Insights to inform an advertiser’s media strategy and enable measurement of success.
For advertisers, LUMEE will deliver:
- Advertising & Brand Partnerships: Providing compliant access to valuable family audiences across YouTube and AVOD/FAST platforms, backed by trusted expertise in children’s content, advertising standards and brand safety.
- Audience Intelligence: Deep understanding of what content appeals to children, and precisely where and how they prefer to consume it.
- Original and Branded Content at scale: Animaj’s AI-enhanced production capabilities that enable rapid creative development and iteration for integrated advertising campaigns built around iconic characters.
“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” said Gregory Dray, Co-Founder of Animaj, and Chairman of LUMEE.