Pembe the Pink Cat is calling on a purr-fessional to help steer its next phase of franchise growth.

This character created for social media has been building all-ages appeal online with GIFs and short clips featuring positive affirmations and messages about kindness and inclusivity. Now, Canadian studio WexWorks Media (Holly Hobbie) has signed on to develop a new animated series with Pembe’s creator Sertan Christoffersen and his team, and to help oversee entertainment and content strategy for the brand as it grows beyond the internet.

WexWorks CEO Matt Wexler tells Kidscreen that the character’s values and art style (a blend of Nordic minimalism and Japanese cute Kawaii culture) have helped Pembe stand out in a crowded landscape and quickly attract a fandom. 

“It’s really noisy out there on the internet, but people have found Pembe organically,” Wexler says. “There’s a relatability that has been really embraced—they’re using the character to express themselves in emails, messages and video calls. I think this type of kind character that embraces everyday life is something the world really needs right now.”

Pembe has generated a whopping two billion moving-image GIF downloads on the GIPHY platform since January, and a collective six million views on Instagram in the last month. Online metrics show the character is particularly popular in the US, the UK, Japan, South Korea and Australia.

Wexler says the new series will stay close to the tone and animation style that has helped the brand go viral, and it will target a four-quadrant audience, much like its online counterpart. The roadmap is a familiar one for Wexler, who has experience turning an internet-born IP into a full-fledged show, having executive produced the series adaptation of YouTube hit Lucas the Spider for HBO Max and Cartoon Network.

Pembe’s virality has already been leveraged into a burgeoning L&M program. Earlier this year, License 2 Play came on board to launch plush toys and accessories in North America. And more recently, Rainbow Designs signed on as the brand’s European plush licensee in August, with Hong Kong-based toyco BOTI also prepping toys, arts & crafts and children’s makeup products for EMEA and beyond.

The Sharpe Company, which oversees licensing for Pembe the Pink Cat, will be attending Brand Licensing Europe this week.