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Hasbro and AnimaJ Launch Lumee, AI-Powered Avatar Platform

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  Published in Media and Entertainment on Friday, February 13th 2026 at 7:22 GMT by Variety
      Locales: UNITED STATES, FRANCE

Los Angeles, CA - February 13, 2026 - The digital landscape is undergoing a fascinating shift, and today, Hasbro Entertainment and AnimaJ are at the forefront of that change with the launch of Lumee, a groundbreaking AI-powered avatar platform. More than just another filter or emoji, Lumee promises to redefine how individuals express themselves online, offering a deeply personalized and dynamic digital identity.

Lumee isn't simply about creating a cartoon version of yourself; it's about crafting an animated representation that evolves with your mood and preferences. The platform leverages sophisticated artificial intelligence to learn from user input, generating avatars that are remarkably accurate to the user's likeness or, alternatively, embody a completely fantastical persona. This customization goes far beyond selecting hair color or eye shape. The AI analyzes facial features, body language (through webcam input, optionally), and even text-based descriptions of personality to inform the avatar's design and, crucially, its animation style.

What sets Lumee apart is its integration with Hasbro's extensive catalog of iconic brands. Users aren't limited to generic avatar customization options; they can infuse their digital selves with the aesthetic of Transformers, My Little Pony, G.I. Joe, and many more. Imagine a digital you sporting Optimus Prime-inspired armor, or a pastel-colored avatar reminiscent of a beloved pony character. The possibilities are vast, appealing to a broad spectrum of ages and fandoms.

"[Name], [Title] at Hasbro Entertainment, explains that Lumee is a natural extension of the company's commitment to engaging with fans in innovative ways. "For decades, we've focused on creating characters and stories that resonate with people. Lumee allows fans to become part of that story, to embody the spirit of our brands and express their own creativity." This move isn't just about licensing; it's about building a long-term, interactive relationship with a digitally native audience.

[Name], CEO of AnimaJ, highlights the technical advancements that make Lumee possible. "We've spent years developing AI algorithms that can accurately interpret and replicate human expression. Lumee isn't just visually impressive; it's intelligently responsive. Avatars can mimic facial expressions, react to voice commands, and even learn to anticipate user needs." AnimaJ's expertise in generative AI and animation is the engine driving Lumee's personalized experiences.

But what are the implications of such a platform? Experts predict a significant impact on social media, gaming, and virtual communication. Instead of static profile pictures or limited emoji reactions, users can employ Lumee avatars to convey nuanced emotions and engage in richer, more immersive interactions. This has huge potential for remote work environments, where avatars could serve as engaging stand-ins during video conferences. In gaming, Lumee avatars could represent players in virtual worlds with unprecedented realism and personalization.

The initial launch on iOS and Android focuses on individual avatar creation and sharing across popular social media platforms like Snap, InstaVerse (the successor to Instagram), and Meta Horizon Worlds. The planned web version, slated for release later this year, will expand functionality to include integration with virtual meeting platforms, gaming engines, and potentially, the metaverse.

While Lumee currently offers a freemium model with basic customization options, Hasbro and AnimaJ are already hinting at premium features, including exclusive branded accessories, advanced animation capabilities, and the ability to create multiple avatars for different moods or occasions. Subscription tiers will likely unlock features for professional users, such as content creators and virtual performers.

However, the rise of AI-powered avatars also raises important questions about digital identity and authenticity. Concerns around deepfakes and the potential for misuse are legitimate, and both Hasbro and AnimaJ acknowledge the need for robust safety measures and ethical guidelines. They are actively exploring solutions such as watermarking and verification systems to ensure responsible use of the platform.

Lumee represents a significant step towards a future where our digital selves are as expressive and dynamic as our physical ones. By combining the power of AI with the enduring appeal of beloved characters, Hasbro and AnimaJ have created a platform that promises to transform how we connect, communicate, and express ourselves in the digital world.