Endemol Shine Brazil, Chico Rei Paw ‘Simon’s Cat’ Partnership

“Simon’s Cat” is coming to Brazil.

August 13, 2020

Endemol Shine Brazil has announced a partnership with Chico Rei, a leading e-commerce platform in Brazil, for personalized products for a range inspired by “Simon’s Cat.” The partnership will see the launch of a line of t-shirts, mugs, notebooks, cell phone cases and posters with exclusive prints of the cat created by Simon Tofield.

“We are thrilled to be the first brand to license ‘Simon's Cat’ in Brazil,” says Bruno Imbrizi, chief executive officer, Chico Rei. “It is a pleasure to take this kitten from the screen to products, and we are sure that the charisma of this character will win the hearts of the Brazilian public.”

“Simon’s Cat” has been seen in more than 100 countries, with 7 million fans on Facebook, 2 million followers on Instagram and more than 1 billion views on YouTube. First seen on YouTube in 2008, the Simon’s Cat brand enjoys international success across multiple categories including gaming, publishing and apparel.

The entire Chico Rei collection is handcrafted using 100

percent natural sustainable, refined and combed cotton. In addition, it is vegan certified by the PETA seal, which guarantees that the products in the clothing line do not employ any type of animal exploitation in their production processes, either in components or in practices.

“The expertise of Endemol Shine Brazil is to deliver complete experiences to the public and customers, engaging the audience beyond the television screen,” says Fernanda Abreu, licensing head, Endemol Shine Brazil. “‘Simon's Cat’ is already a global phenomenon with millions of fans around the world, many of whom are Brazilian, and we couldn't be happier to deliver exclusive and original products to our audience with Chico Rei.”