New Kids' Content Venture: Lumee Takes the Stage

A new player has entered the kids' digital content arena. Lumee, a collaboration between Hasbro Entertainment and Animaj, is setting out to make waves in digital advertising and brand partnerships. This team-up brings together some big names in kids' entertainment, like "Peppa Pig," "Transformers," "Pocoyo," and "Maya the Bee."

Why Lumee Matters

Lumee is not just about showcasing these beloved characters. It's also about finding new ways to connect advertisers with the young audiences who love them. Animaj, backed by HarbourView Equity Partners, will manage these intellectual properties across various platforms, including YouTube, connected TV, and AVOD/FAST. With over 50 billion views per year on YouTube alone, this venture is already making moves.

The Challenge of Kids' Content

Kids' content is a big deal. It makes up more than 15% of total viewing on YouTube. However, monetization has taken a hit since 2020 due to regulatory changes that eliminated personalized advertising on "Made for Kids" content. This shift was good for child privacy but tough on the business side.

Lumee's Solution

Lumee aims to bridge this gap. By leveraging Animaj's AI-enhanced production pipeline, they can create content faster and more efficiently. This could be a game-changer for both advertisers and content creators.

Safety First

But it's not just about the money. Safety and appropriateness for families are top priorities. Lumee wants to ensure that digital interactions remain fun and secure for young viewers.

The Future of Lumee

In short, Lumee is stepping up to tackle the challenges of the kids' content world. With a focus on innovation and safety, they're ready to make their mark.