BLE 2019: Simon’s Cat creators to debut new canine universe Simon’s Cat It’s a Dog’s Life

Global content creator, producer and distributor Endemol Shine Group has detailed the launch of Simon’s Cat’s first dog-themed book, coinciding with plans for a new canine universe from the creators of the hit animated series.

This year marks ten years since the publication of the first Simon’s Cat book, and to date 1.7 million Simon’s Cat books have been sold. Now, the award-winning illustrator, animator and director Simon Tofield, is bringing the popular feline back to the page, with a canine twist.

Available from today, Simon’s Cat It’s a Dog’s Life features new illustrations of different dog breeds and their mannerisms as witnessed by the distinctly bemused Simon’s Cat. While patrolling his territory, Simon’s Cat dips into the lives of dogs and their owners in his neighbourhood, including an English bulldog who is madly in love with a handsome looking foot stool.

Alongside this, the team behind the animation are developing a new universe featuring the antics of our canine companions. The new content will sit alongside the Simon’s Cat brand, introducing the dog characters to existing fans and new audiences of dog lovers and owners.

Simon Tofield, founder and creative director, Simon’s Cat, said: “Ever since I was a boy, I have always loved drawing a wide variety of animals and wildlife. Fans of Simon’s Cat have often asked me to draw their dogs and want to know if we are going to feature them more, so it’s wonderful to be able to deliver this both with the book and the new brand we are developing.

“Dogs are such a huge source of comedy and inspiration and it is so much fun to work with a brand-new set characters and personalities, and explore different themes, ideas and humour.”

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, added: “Having featured a number of popular dog characters across the animation, publishing and gaming, it feels like a natural progression to bring an additional dog focussed brand to sit alongside the Simon’s Cat family.

“Simon’s Cat’s observational style and humour works wonderfully in the canine world and it will be a hit with our existing fans and dog-lovers alike.”

Simon’s Cat will be featured at Endemol Shine Group’s stand C160 at this year’s BLE 1-3 October, ExCeL London.

The Simon’s Cat brand enjoys success across multiple categories including gaming, publishing and apparel. There have been more than 80 million digital sticker downloads and in excess of 16 million mobile gaming downloads with further titles in development for 2019.

The brand has over 6.5 million fans on Facebook, 1.9 million followers on Instagram, and more than 1 billion views on YouTube.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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