‘Simon’s Cat’ Claws Pet Product Deal at Lidl

Endemol Shine has announced a new deal to bring “Simon’s Cat” Pet Products to Lidl stores in the U.S. and Europe.
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License Global

July 1, 2020

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The Endemol Shine Group has announced that the “Simon’s Cat” brand has been partnered with leading European retailer Lidl for a branded pet product range.

The partnership sees “Simon’s Cat” branded products launch in Lidl stores this summer in the U.S. and across 16 territories in Europe. Products includes items such as a scratcher and bed for cats. The partnership also features a bespoke piece of animation created by the “Simon’s Cat” team exclusively for Lidl. Exclusive animated pieces will feature “Simon’s Cat” interacting with various products from the new line.  The deal with Lidl was negotiated by “Simon’s Cat’s” German licensing agent Lizenzweft.

Created by Simon Tofield, the animated property highlights the antics of a mischievous white cat and his long-suffering owner Simon. “Simon’s Cat” is a global property having been seen in over 100 countries. The property currently has over seven million fans on Facebook, two million followers on Instagram and more than one billion views on


Since debuting in 2008, “Simon’s Cat” was eventually acquired by the

Endemol Shine Group

in 2015.

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