Simon Tofield and his kitty are rolling in the catnip this morning: Endemol Shine UK has acquired a controlling share in the illustrator/writer/director’s London-based animation company, Simon’s Cat.
The deal sees the digital video series “Simon’s Cat” — which has eclipsed 650 million views and 3.5 million subscribers on YouTube — become fully integrated into the Endemol Beyond premium channel and distribution network. Additionally, the two companies will look at further expansion for the property on TV, in publishing, licensing and merchandising, as well as other platforms.
Simon’s Cat recently crowdfunded its first-ever color film. The 13-minute animation “Off to the Vet” tells the story of how Simon’s Cat instinctively knows a trip to the vet is imminent and the lengths he’ll go to avoid it, per Endemol. For long-suffering Simon, it is a day he dreads as he is forced to try all kinds of tricks to get Simon’s Cat to cooperate.
“Simon Tofield is a creative entrepreneur and has built his business into an international online success. Simon’s Cat is a brilliant example of how an original brand created on YouTube can reach and delight huge audiences,” said Laurence Jones, commercial director at Endemol Shine UK. “Millions of fans around the world love the mischievous and funny ‘Simon’s Cat’ and there is enormous potential for growth, whilst staying true to the brand.”
“Endemol Shine Group has a fantastic reputation and a world-class premium channel network in Endemol Beyond,” added Tofield. “We’re looking forward to the next step of our relationship with the company and collaborating with the creative and commercial teams.”
Endemol Beyond UK’s slate of original digital programming includes “ICON,” Michelle Plan’s lifestyle network and sports channels “Rule’M Sports” — featuring YouTuber KSI — as well as “Legends of Gaming.”
Endemol Shine UK and Simon’s Cat were advised on the investment by United Agents.