Block 12 to represent Simon’s Cat in China

Endemol Shine Group has appointed Block 12 to oversee licensing opportunities for Simon’s Cat in China.

The multi-year deal – secured by Endemol Shine China – will see Block 12 explore licensing categories including toys, FMCG, apparel and publishing in the region.

It will also manage the Simon’s Cat social media accounts and shopping mall events for the brand in the country.

The popular animated comedy series celebrated its 10 anniversary this year, marking a decade since award-winning illustrator, animator and director, Simon Tofield uploaded the first Simon’s Cat animation, Cat Man Do, to YouTube.

The digital comedy series has gone on to amass over 4.75 million subscribers and more than 980 million views on YouTube with 5.9 million fans of the official Facebook Page and over 765,000 followers on Instagram.

The brand already extends into a number of successful global consumer offerings across gaming, publishing, stationary, apparel and giftware, including an apparel launch in Primark stores across Europe, nearly two million books sold in 30 countries, digital stickers for iOS and Facebook and mobile games such as the recent Simon’s Cat Dash.

“Simon’s Cat is very attractive to young customers because it’s born online. This also makes the brand outstanding in our catalogue,” said William Tan, managing director of Endemol Shine China.

‘We believe that Block 12 is a reliable partner in ACG brand licensing. Also, we have a great expectation that Simon’s Cat can be a new beloved brand in China.”

Orion Wang, founder and CEO of Block 12 expects that both parties will surprise the market with Simon’s Cat.

He said: “We believe that Block 12 can be a good bridge between foreign IPs like Simon’s Cat and customers in China.”

Meanwhile, in the US, it was recently announced that licensed manufacturer, Isaac Morris will develop apparel, accessories, homeware and collectables launching at retail and online stores this year.

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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