Endemol Shine Buys Controlling Stake In YouTube Animation Channel Simon’s Cat

The cutest animated feline on YouTube has brought its creator a major investment. Production company Endemol Shine UK has purchased a controlling stake in Simon’s Cat, the animation company best known for its titular web series.

In the Simon’s Cat videos, animator Simon Tofield uses slapstick humor to chronicle the relationship between a mischievous cat and his exasperated owner. Episodes of the series are typically one to three minutes long, and Tofield releases a new one every couple of months. Recently, he also went to Indiegogo, where he raised money for “Off to the Vet,” an 11-minute episode that will be animated in full color.

By joining forces with Endemol, Simon’s Cat will become part of the Endemol Beyond network, which includes content from a number of top creators on YouTube, Vine, and other digital platforms. “Simon Tofield is a creative entrepreneur and has built his business into an international online success,” said Laurence Jones, commercial director at Endemol Shine UK. “Simon’s Cat is a brilliant example of how an original brand created on YouTube can reach and delight huge audiences.”

Simon’s Cat was launched in 2008. In 2014, it partnered with animation network Frederator. The terms of the deal between Simon’s Cat and Endemol were not disclosed.