Entertainment One has signed on to handle worldwide distribution for the YouTube brand Simon’s Cat across all media including licensing TV, home entertainment and online.

The animated web series features the mischievous antics of a fat white cat and his owner Simon, and boasts 1.72 million subscribers on its core YouTube channel.

“This deal marks eOne’s first major step toward the development of licensing programs for brands conceived in the non-linear space for a broader audience,” says Olivier Dumont, managing director, eOne Licensing and eOne Family. “Online content is being consumed by audiences around the world like never before, thus creating a unique sort of brand awareness that we’re eager to harness. The brilliantly funny Simon’s Cat is a perfect illustration of this strategic move, and while we remain focused on the traditional approach of licensing TV properties, we’re excited to embark on this new frontier.”