Simon’s Cat eyes international growth with two new licensing agents

The popular animated series Simon’s Cat is on the path for international growth under the eye of Endemol Shine Group, who has just appointed two new licensing agents in order to grow global reach.

The independent licensing agency, Plus Licens has been named the brand’s agent across the Nordics and CEE. Meanwhile, the award-winning licensing company CLICK! will oversee the licensing programme in Southeast Asia and Hong Kong.

Both new agents will manage a burgeoning list of deals including board games, apparel, personal care, pet accessories, plush toys and figurines, as well as calendars and stationary. They will work closely with the Simon’s Cat team to build on the existing licensing programme in addition to opening up new opportunities in their respective regions.

Plus Licens and CLICK! join existing agents for Simon’s Cat including Lizenzwerft for Germany, Austria and Switzerland, License Connection in the Benelux, Enpop in South Korea, and Block 12 in China.

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, said: “Simon’s Cat is attracting new fans all around the world and these appointments are testament to brand’s continued appeal and success.

“These are key markets for us with real opportunities for growth across a variety of categories in brand licensing.”

Marilu Corpus, CEO, CLICK! Licensing Asia, added: “We are excited to be working with Endemol Shine on this brand. Simon’s Cat is loaded with humour, and with today’s dynamic generation, humour in simplest forms adds to a balanced lifestyle.

“As this adorable feline brings more laughs to Asia, CLICK! is ready to pounce on every licensing opportunity available to grow the brand.”

Simon’s Cat follows the antics of a mischievous white cat and his long-suffering owner Simon. Simon’s Cat was created by award-winning illustrator, animator and director Simon Tofield. First seen on YouTube in 2008, the series is now a worldwide phenomenon, entertaining audiences in over 100 countries.

The Simon’s Cat brand already 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 million fans on Facebook, 1.7 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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