Endemol Shine Group Announces Baby Simon’s Cat

A new “Simon’s Cat” campaign has been unleashed.
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License Global

May 29, 2020


Global content creator, producer and distributor Endemol Shine Group has announced a new multi-category campaign for the animated series “Simon’s Cat.” The all-new Baby Simon’s Cat campaign incorporates new product, gaming and content strands over the coming months.

Voice solutions specialist Voice Interactive has developed two “Simon’s Cat” voice skills for global distribution through Amazon's smart assistant. “Talk to Simon’s Cat” enables users to listen to hundreds of never-before-heard “Simon’s Cat” sounds, and “Play with Simon’s Cat” allows users to adopt and play with their very own “Simon's Cat.” 

Accompanying the release of the recently announced voice skills will be a new “Baby Simon’s Cat” plushie from leading social commerce platform Teespring. Building on the sell-out success of the first run of plushies with Teespring last year, the new product will be available for pre-order in late May, for two weeks only.

The new plushie is “Simon’s Cat” as a kitten, which also ties into a

new digital series launching on YouTube later this week. “Origins” is a three-part black and white strand, which will take audiences back to the beginnings of how Simon and his cat first became acquainted. Later this year, a full-color special of the “Origins” films will be released to tie-in with the delivery of the plushie orders. 

“It’s been a real pleasure exploring the story of how ‘Simon’s Cat’ became part of Simon’s family,” says Simon Tofield, creator, “Simon’s Cat.” “I’ve totally fallen in love with ‘Simon’s Cat’ as a kitten, and the accompanying apparel and games really add to the overall experience of the story.”

Beyond the Baby Simon’s Cat campaign, “Simon’s Cat” is enjoying success through a number of new partnerships in China, including with Hong Kong based veterinary clinic Nine Lives, which will see the rollout of “Simon’s Cat” branded clinics in the region, launching in mid-June, and with apparel specialists Hangzhou Quanshang Technology Co. for an extensive range of “Simon’s Cat”-branded clothing pieces.

“This range of deals demonstrates the strength and adaptability of digital brands as they connect consumers through creative storytelling, engaging digital interaction and physical products,” says Jane Smith, director, brand licensing and gaming, Endemol Shine Group. “Our partners in this venture are all best in class, and we are excited to bring ‘Simon’s Cat’ to our global fan base and introduce them to a brand-new character.”

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