Simon’s Cat sets first paws down in Brazil with Chico Rei partnerships

Published on: 13th August 2020

Simon’s Cat is soaking up some of that Brazilian culture thanks to a new partnership with Chico Rei, the region’s leading e-commerce platform for creative and personalised products that will see the launch of a special line of t-shirts, mugs, notebooks, phone cases and posters. The new range will feature exclusive prints of the world-renowned cat.

In a deal brokered by Endemol Shine Brazil, the entire Chico Rei collection will be handcrafted using 100 per cent natural and sustainable materials. It is also vegan certified with a PETA seal, which guarantees that the products in the clothing do not employ any type of animal exploitation.

“We are thrilled to be the first brand to license Simon’s Cat in Brazil. It is a pleasure to take this kitten from the screen to products and we are sure that the charisma of this character will win the hearts of the Brazilian public,” Bruno Imbrizi CEO of Chico Rei.

Simon’s Cat is a worldwide phenomenon, seen in over 100 countries, with 7 million fans on Facebook, 2 million followers on Instagram, and more than 1 billion views on YouTube. It features the antics of a cheeky white cat and his long-suffering owner Simon. The brand was created by award-winning illustrator, animator and director Simon Tofield.

First seen on YouTube in 2008, the Simon’s Cat brand enjoys international success across multiple categories including gaming, publishing and apparel. There have been more than 80 million digital sticker downloads and in excess of 18 million mobile gaming downloads with further titles in development.

“The expertise of Endemol Shine Brazil is to deliver complete experiences to the public and customers, engaging the audience beyond the television screen. Simon’s Cat is already a global phenomenon with millions of fans around the world, many of whom are Brazilian, and we couldn’t be happier to deliver exclusive and original products to our audience with Chico Rei,” said Fernanda Abreu, head of licensing of Endemol Shine Brazil.


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