License Connection is on board to grow the popular feline in the Benelux region.

EUROPE–Endemol Shine Group has appointed License Connection to lead the licensing and merchandising program for “Simon’s Cat” in the Benelux region.

License Connection will now aim to create a range of new products for the YouTube sensation.

“‘Simon’s Cat’ is such a well-loved brand, with fans around the world, and there is huge potential to further extend its global licensing program,” says Frances Adams, global director, brands and licensing, Endemol Shine Group. “Collaborating with trusted partner License Connection allows us to connect with our Benelux audience and offer a creative and diverse range of exciting new products for ‘Simon’s Cat’ fans in this region.”