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Simon’s Cat debuts new Baby Simon’s Cat campaign

Endemol Shine Group reveals new multi-category initiative for hit animated series.

Endemol Shine Group has revealed a new multi-category campaign for hit animated series, Simon’s Cat.

The Baby Simon’s Cat initiative incorporates new product, gaming and content strands over the coming months.

It was confirmed last week that voice solutions specialist, Voice Interactive has developed two Simon’s Cat voice skills for global distribution through Amazon’s smart assistant. This means fans can talk to Simon’s Cat, listen to hundreds of never-before-heard Simon’s Cat sounds and adopt and play with their own Simon’s Cat.

Accompanying the release of the voice skills will be a new Baby Simon’s Cat plushie – Simon’s Cat as a kitten – from social commerce platform Teespring. Building on the sell-out success of the first run of plushies with Teespring last year, the new product will be available for pre-order this week, for two weeks.

The plushie ties into a new digital series launching on YouTube later this week. Origins is a three-part black and white strand which will take audiences back for the very first time, to show the beginnings of showing how Simon and his infamous cat first became acquainted.

Later this year, a full-colour special of the Origins films will be released to tie-in with the delivery of the plushie orders.

“It’s been a real pleasure exploring the story of how Simon’s Cat became part of Simon’s family,” said Simon Tofield, creator of Simon’s Cat. “I’ve totally fallen in love with Simon’s Cat as a kitten, and the accompanying apparel and games really add to the overall experience of the story.”

Jane Smith, director of brand licensing and gaming at Endemol Shine Group, added: “This range of deals demonstrates the strength and adaptability of digital brands as they connect consumers through creative storytelling, engaging digital interaction and physical products.

“Our partners in this venture are all best in class and we are excited to bring Simon’s Cat to our global fanbase and introduce them to a brand-new character.”

Beyond the Baby Simon’s Cat campaign, Simon’s Cat is enjoying success through a number of new partnerships in China including with Hong Kong-based veterinary clinic Nine Lives, which will see the roll-out of Simon’s Cat branded clinics in the region, launching in mid-June. Apparel specialist Hangzhou Quanshang Technology also has an extensive range of Simon’s Cat branded clothing pieces.

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