Simon’s Cat slinks into Lidl with new pet product range

Published on: 2nd July 2020

The hit animated brand Simon’s Cat has partnered with the leading European retailer, Lidl, for a branded range of pet products, including scratchers and beds for cats. Owned by the global content creator, Endemol Shine Group, the Simon’s Cat brand boasts a fanbase of some 7 million Facebook fans, 2 million Instagram followers, and more than 1 billion views on YouTube.

The latest partnership sees Simon’s Cat branded products launch in Lidl stores this summer in the US and across 16 territories in Europe. Products include a scratcher and bed for cats, each in three different colours. The deal also features a bespoke piece of animation created by the Simon’s Cat team exclusively for Lidl.

The deal was negotiated by Simon’s Cat’s German licensing agent Lizenzweft.

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, said: “Lidl has a fantastic reach across Europe and in the US and we expect Simon’s Cat merchandise to be a very popular with their customers. These products are the ideal way for fans to bring their love for the cheeky cat into their own home and share the joy with their own pet.”

Simon’s Cat features the antics of a mischievous white cat and his long-suffering owner Simon and 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 last year alone saw the launch of the Baby Simon’s Cat campaign and the sell-out success with its first range of Teespring plushies; a brand new book Simon’s Cat It’s a Dog’s Life which brings everyone’s favourite feline back to the page, with a canine twist; the rollout of the hit mobile game Simon’s Cat Dash in China; and continued international growth with further agent appointments in the Nordics and CEE, and Southeast Asia.


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