Simon's Cat - Licensing.biz

Simon's Cat

Find out how Zodiak Rights is licensing this one-million subscriber YouTube phenomenon.
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See Simon's Cat at the Zodiak Rights' Brand Licensing Europe booth FO30.

The Simon’s Cat YouTube channel has over one million subscribers and more than 290,000,000 views at the time of writing.

If you know anything about YouTube, you’ll know those lofty figures mean Simon’s Cat is very popular. Indeed, the character was recently voted the ‘UK’s favourite Celebrity Cat’ at the National Cat Awards.

And if you haven’t seen Simon’s Cat yet – what are you waiting for? Animator Simon Tofield’s hand-drawn black and white cartoons are packed with character and in a typical episode the funny is derived from scenarios where a hungry Simon’s Cat attempts to get his owner's attention so he can get fed.

“We recognised early on that Simon’s Cat was a growing phenomenon, it has a great look and obvious appeal as well as being very funny and we were thrilled to secure the rights,” explains Jennifer Lawlor SVP Consumer Products Zodiak Rights London.

Zodiak was appointed licensing agent for Simon’s Cat early in 2010 and since then both brand awareness and the consumer products programme “have grown immensely,” according to Lawlor.

So what is it about Simon’s Cat that makes it stand out from other character licences?

“Simon’s Cat’s presence on YouTube is the driving force behind the brand,” says Lawlor.

While there are a lot of YouTube channels with as many views as Simon’s Cat, it has achieved its lofty numbers with considerably less videos uploaded. Many of the videos on the channel have garnered tens of millions of views and the first episode ‘Cat Man Do’ has been watched close to 37 million times.

So what about the consumer products? Ten licensees are on board across apparel, homewares, pet products, gifts, greetings, publishing, computer accessories and more.

Lawlor says: “We have focused on licensing core categories in the first instance and this has proven successful with all initial products selling through well, particularly the plush and gift items. We believe the apparel will also be successful as it rolls out and we’re very excited about mobile phone accessories and a fantastic range of pet products that are available from November and January respectively.

“Next categories on the list to secure include fashion accessories, footwear, additional gift lines & paper products and confectionery.”

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