"Nelly Jelly"
Lithuanian children's brand NJ World has teamed up with the British animation studio 3Megos to bring "Nelly Jelly", a brand new animated comedy series for preschoolers around the world. Based on best-selling books in the native market (known as “Kakė Makė” in Lithuania), the show, scheduled for 2025, is not just entertaining for the whole family, but it also helps develop problem-solving skills, promotes diversity, and supports gender equality - something that nowadays children truly value.
The main series character, a 6-year-old girl Nelly Jelly, represents the curious and imaginative children of Gen Alpha. She embarks on daily adventures with her imaginary monster friends Jim and Jam, and, with their help, solves problems familiar to every child her age.
“Kids are being taught to solve their own problems here - and that is a very important quality of any kid's content,” says Simona Krasauskienė, CEO of NJ World. “They are not just passively watching some story, they are engaged with a character that has wide imagination and deals with issues that any kid might have - fear of darkness, throwing a special birthday to their moms, or damaging your best friend’s favorite toy.”
This 7-minute comedy TV show also addresses diversity, equality, and other vital social topics that are increasingly important to Gen Alpha. “In the new series, we are challenging gender stereotypes by switching genders of monsters. Jim, a fluffy pink male monster is very analytical and loves books, while Jam is a super-strong green female monster whose main role is to protect Nelly Jelly. This approach really resonates with the core values of this preschooler generation,” added Krasauskienė, whose IP has been in the publishing and licensing business for more than 14 years.
CREATIVE BRAND SOLUTIONS
While screen addiction has been on the rise in recent years, Gen Alpha may represent the pendulum swinging in the opposite direction. In fact, more would rather spend time outside (27%) than indoors (26%). Adapting to this trend, Nelly Jelly brand has launched an all-family local gardening project Sodolendas (Gardenland) with its licensing partners, offering a variety of gardening products, tools, and kits for all family to enjoy. The goal is to connect tech-savvy kids with nature, since sustainability is also on their priority list, and to inspire families to spend time together outdoors.
“While expanding globally with the new series, we are continuing with various projects in our native market that reflect the needs of Gen Alpha,” said Krasauskienė. “Last year, for example, we did a special project for emotional literacy together with a big retail partner - our goal was to use education and games to show kids how to normalize their emotions, and to help them recognize and accept them. We will keep learning about the needs of our youngest and creating projects and content that matches them.”
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