Animation company's flagship web series "Simon's Cat" will join the Endemol Beyond network.

Endemol Shine U.K. has acquired a controlling share in the animation company Simon’s Cat.

Founded in 2008 by illustrator, animator and director Simon Tofield, the London-based company is behind the digital comedy series "Simon’s Cat." The series currently has 650 million views and 3.5 million subscribers on YouTube.

The deal will see the digital video series become fully integrated into the Endemol Beyond premium channel and distribution network. In addition, the two companies will look at further expansion for the property in areas including television, publishing, licensing and merchandising while also exploring new platforms.

“Simon Tofield is a creative entrepreneur and has built his business into an international online success," says Laurence Jones, commercial director, Endemol Shine U.K. "'Simon’s Cat' is a brilliant example of how an original brand created on YouTube can reach and delight huge audiences. Millions of fans around the world love the mischievous and funny 'Simon’s Cat,' and there is enormous potential for growth, whilst staying true to the brand.”