The Nelly Jelly’s creators have partnered with TV3 and Go3, the leading OTT and TV broadcasting solution in the Baltic countries, to launch the TV series Nelly Jelly World at the beginning of August.
Nelly Jelly (Kakė Makė in original language) has recently released a blockbuster movie Nelly Jelly: My Movie. The animated movie has swept all over the home country — it was screened throughout the country’s cinemas for fifteen weeks, was the number one movie in Lithuania for two weeks and two weekends, and remained among the top three most-watched movies for five weeks.
Eight 11-minute-long episodes, created by Meinart studio in collaboration with Polish and Ukrainian creators, feature Nelly Jelly’s adventures from the books as well as beloved characters already well-known to target audiences: Nelly Jelly herself, the Mess Mess Gnome, dog Choo Choo, cat Pirate, Super Dad, and many other. The show’s tempo and duration, as well as its bright color scheme, have been adapted to even the youngest viewers, while the themes explored nurture the children’s imagination, creativity, and emotional intellect.
At the same time, the show follows global tendencies for children’s content—they learn about their surroundings and themselves, form friendships, and learn to care for others and their environment. The creators consulted with a children’s psychologist to make the show more comprehensible for preschoolers.
“It is important for us to talk about things that are interesting for the Alpha generation. Modern children have strong personalities that help to shape family values and rituals. They tend to bring the newest trends home and talk about them with their parents. Therefore, the TV show contains a lot of hidden messages that show that every person is different, and each one of us is beautiful in our own way”, Simona Krasauskienė, CEO of the IP, said: “The series discusses that all of us have emotions, and they can be very different, talks about children’s genders, that they can be brave or shy, explore the world, and experience many amazing things, and that disability is not an obstacle to live a full life and be accepted in the society, and that a dad and a mom are special people in children’s lives, as well as delves into many other topics”.
Rapid expansion into foreign markets
Nelly Jelly holds firm positions in the home market with a line of consumer products across nine categories, including food and beverages, consumer electronics, apparel, hygiene, and beauty. Over 1.9M products were sold in 2022 and over 1M in the first half of 2023.
The IP’s phenomenon has captivated not only target audiences in Lithuania but also foreign partners — the brand has signed with Markettcom to expand into the Middle East and North Africa region, and Caravanserai Partners to strategically grow in the Iberian Peninsula territories. The brand will be participating in London’s Brand Licensing Europe event and is actively seeking to collaborate with other agencies to expand in other markets.