"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. "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 anew generation of digital-native kids.""
"Gregory Dray, co-founder of Animaj and chairman of Lumee, said "Kids' and family content is currently the most undervalued real estate in the digital world." A former Google and YouTube's senior executive, Dray added, "The industry doesn't have an audience problem; it has a business model problem." Dray pointed out Kids' 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 "Made for Kids" content."
Hasbro Entertainment and Animaj launched Lumee as a joint venture to lead digital advertising sales and brand partnerships in the kids' content space. Lumee consolidates flagship brands including "Peppa Pig," "Transformers," "Pocoyo" and "Maya the Bee." Animaj will manage those IPs across film, television, animation and digital channels including YouTube, connected TV and AVOD/FAST platforms. The joint venture is operational and engaging major advertisers, with combined digital networks generating more than 50 billion YouTube views per year. Monetization for kids' programming has weakened since 2020 after personalized advertising was eliminated for "Made for Kids" content, despite strengthened child privacy protections.
Read at Variety
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