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PartnershipToys & Games
29 May 2026Lumee expands portfolio with Disney Advertising
Brand
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Opportunity
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Overview
Lumee, a Hasbro-Animaj JV, signs new Disney Advertising deal to expand its YouTube inventory.
Source: Toy World ↗Relevant Contacts (1)
LS
Liberty Sanders
Softlines Licensing Intern
Why this matters
- Lumee's expanding YouTube portfolio now encompasses Disney IP alongside Hasbro and Animaj content, signaling growing demand for premium licensed children's digital ad inventory.
- This deal indicates Disney is actively extending its advertising partnerships into JV-operated digital channels, creating potential new touchpoints for toy and children's product licensees seeking targeted reach.