Endemol Shine UK has acquired a controlling stake in award-winning illustrator, animator and director Simon Tofield's London-based animation studio, Simon's Cat.

The studio first came to prominence in 2008 with the release of Cat Man Do – the first episode of an animated digital comedy series Simon's Cat. It has since logged over 650 million views on YouTube and attracted over 3.5 million subscribers. The video series features the antics of a mischevious, fat white cat who resorts to increasingly desperate tactics to get his put-upon owner to feed him.

Under the terms of the new agreement, Endemol Shine UK has taken a controlling stake in the animation company and the two companies will also look at expanding the property in television, publishing, licensing and merchandising, as well as exploring new platforms.

Lou Papaleo's Green Rubber Toys unveiled a range of rubber toys based on the property at the Hong Kong and International toy fairs this year, which are expected to go on sale before Christmas.

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