Under the Brand Universe project, the search engine giant will bring together content from across the internet on areas including Harry Potter, Lost and the Sims.
Vince Broady, head of games, entertainment and youth at Yahoo!, said: "We're doing what makes sense for the users. Yahoo! has loved to work with brand owners, but we've shown we don't need them to promote the content."
Nintendo's Wii game console was the first brand under the project, collating the latest reviews, pictures and information on release dates into one place for users.
Although the Wii resource has attracted over one million users since November, companies do not have a say in whether they can or cannot be included in the scheme.
However, the search engine believes the move will build on its traditional strength in the display advertising sector, reports the Times.
Last week, Yahoo! launched details of a new search service which will rank advertisements on the quality of their content as well as the price companies have paid for keywords.
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