TVKIDS
The Lithuanian IP Nelly Jelly is marking its 15th anniversary, with brand owner NJ World planning to double its footprint globally.
Nelly Jelly (known locally as Kakė Makė) started as a collection of stories like Dream Birthday and Big Dark Book and has since grown to span books, a TV series and a licensing business. In 2023 alone, more than 2.5 million products were sold in Lithuania.
Last year, NJ World partnered with U.K.-based studio 3Megos to create a new CG-animated series.
“We want Nelly Jelly to inspire children worldwide, just as she has in Lithuania,” said Simona Krasauskienė, CEO of NJ World. “Her stories are about finding confidence, no matter the challenge. We believe this universal message will connect with families everywhere.”
The company is eyeing partnerships with international broadcasters, distributors and investors. The Nelly Jelly portfolio will further expand with products from books, technology, beauty, skincare and more.
Krasauskienė added, “Today’s kids are more than viewers—they’re creators and players. Nelly Jelly’s playful, empowering stories make her the perfect companion for children in this digital age. We’re building a brand that connects families across generations.”
