Content producer and distributor Endemol Shine Group has appointed Block 12 as the new licensing agent for Simon’s Cat in China.

The multi-year deal with Endemol Shine China will see Block 12 ink deals across toys, apparel and publishing. The agreement will also see Block 12 manage social media and shopping mall events for the Simon’s Cat brand throughout the region.

The first Simon’s Cat animation, Cat Man Do, launched on YouTube in 2008. The channel now boasts more than 4.7 million subscribers and over 980 million views.

Since its launch, the Simon’s Cat brand has expanded into gaming, publishing, stationery, apparel and giftware. New York-based manufacturer Isaac Morris recently signed an agreement to develop apparel, accessories, homeware and collectibles inspired by Simon’s Cat for the US.

Earlier this month, Endemol Shine Australia and Endemol Shine Germany were commissioned to produce versions of the construction competition series LEGO Masters for Nine and RTL, respectively.