Simona Krasauskienė
"Nelly Jelly", Lithuania’s top brand (known locally as “KakėMakė”), is on the path to global success. What started as a collection of beloved stories like "Dream Birthday" and "Big Dark Book", has grown into a multimedia phenomenon—spanning books, a TV series, and an ever-expanding licensing business.
The series follows six-year-old Nelly, who navigates life with the help of two quirky monsters. Together, they encourage kids to overcome challenges and build confidence in themselves. In 2023 alone, over 2.5 million products were sold in the brand’s native market of Lithuania, making waves in a domestic market of just 140,000 children and a population of 2.6 million. Now, on its 15th anniversary, "Nelly Jelly" is ready to conquer international markets.
Last year, brand owner NJ World partnered with UK-based studio 3Megos to create a new CG-animated series, staying true to the core values of creativity and confidence that made "Nelly Jelly" a household name. NJ World’s ambitious plans include doubling its footprint, expanding "Nelly Jelly" into new markets with localised content, consumer products, and digital experiences. Simona Krasauskienė, CEO of NJ World, shares the vision: “We want 'Nelly Jelly´ to inspire children worldwide, just as she has in Lithuania. Her stories are about finding confidence, no matter the challenge. We believe this universal message will connect with families everywhere.”
A key moment for the expansion comes this February, where the company will be eying partnerships with international broadcasters, distributors, and investors. Alongside, the "Nelly Jelly" portfolio will further expand with innovative products from books, technology, beauty, skincare, and more.
WHERE THE KIDS ARE
In today’s fast-moving media world, creativity is key. "Nelly Jelly" will embrace bold, experimental approaches to stay ahead, with content that resonates across platforms. Kids are now driving family viewing decisions, and "Nelly Jelly" is primed to become a multiplatform powerhouse. Digital platforms like YouTube and gaming environments like Roblox are ripe for exploration.
Simona adds: “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.”
LICENSING PHENOMENON
Through its licensing business, "Nelly Jelly" has become a lifestyle, extending beyond books and TV into everyday products like cuddly toys and clothing. The brand continues to thrive in its native market and is making significant strides globally. "'Nelly Jelly' is more than a character—it’s a movement. Focused on universal values, creativity, and family connection, 'Nelly Jelly' is leading the way in redefining what a localised children’s brand can achieve globally," concluded Simona.
Related News
