Industry News


1 Oct - 2019

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Endemol Shine Group announced the launch of Simon’s Cat’s first ever dog-themed book, alongside plans for a brand-new canine universe from the creators of the hit animated series

This year marks ten years since the publication of the first Simon’s Cat book, and to date 1.7 million Simon’s Cat books have been sold. And now, the award-winning illustrator, animator and director Simon Tofield, is bringing everyone’s favourite feline back to the page, with a canine twist.

Available from today, Simon’s Cat It’s a Dog’s Life features all-new laugh-out-loud illustrations of different dog breeds and their quirky mannerisms as witnessed by the distinctly bemused Simon’s Cat.  Whilst patrolling his territory, Simon’s Cat dips into the lives of dogs and their owners in his neighbourhood, including an English bulldog who is madly in love with a handsome looking foot stool and a pack of frustrating puppies

Coinciding with the release of Simon’s Cat It’s a Dog’s Life, the team behind the hit animation have announced that they are developing a brand-new universe featuring the antics of our canine companions. The new content will sit alongside the Simon’s Cat brand, introducing loveable dog characters to existing fans and new audiences of dog lovers and owners.

Simon Tofield, founder and Creative Director, Simon’s Cat said, “Ever since I was a boy, I have always loved drawing a wide variety of animals and wildlife. Fans of Simon’s Cat have often asked me to draw their dogs and want to know if we are going to feature them more, so it’s wonderful to be able to deliver this both with the book and the new brand we are developing. Dogs are such a huge source of comedy and inspiration and it is so much fun to work with a brand-new set characters and personalities, and explore different themes, ideas and humour.”

Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, added,“Having featured a number of popular dog characters across the animation, publishing and gaming, it feels like a natural progression to bring an additional dog focussed brand to sit alongside the Simon’s Cat family. Simon’s Cat’s observational style and humour works wonderfully in the canine world and it will be a hit with our existing fans and dog-lovers alike.”

Simon’s Cat will be featured at Endemol Shine Group’s stand C160 at this year’s BLE 1-3 October, ExCeL London.

Simon’s Cat features the hilarious 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 celebrates its now a worldwide phenomenon, entertaining audiences in over 100 countries.

The Simon’s Cat brand 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 6.5 million fans on Facebook, 1.9 million followers on Instagram, and more than 1 billion views on YouTube.

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