Simona Krasauskienė
Lithuania's NJ World has recently launched its flagship series "Nelly Jelly," produced in collaboration with British animation studio 3Megos, and it is designed to resonate with Gen Alpha's interests and values. Just like any other 6-year-old child who lives in real world, Nelly Jelly has real problems but she also has her monster friend duo Jim and Jam who burst in to the real world and offer funny, unconventional ideas and help. Nelly Jelly listens to their enthusiastic guidance, but finds a solution for her problems herself.
Through their interactions, the show explores themes of diversity, equality, and social awareness in a fun and engaging way. "'Nelly Jelly' tackles key social issues and challenges traditional stereotypes. Nelly Jelly’s monster friend duo Jim and Jam surprises us by challenging traditional gender stereotypes" asserted Simona Krasauskienė, CEO of NJ World to Señal News. "Gen Alpha's encourages us to leave common stereotypes behind and have different representation of how girls and boys can look and behave and we’re confident in Nelly Jelly’s potential to appeal to both Gen Alpha and up-coming Gen Beta, who value comedy, strong characters, and inclusive, engaging stories," she mentioned.
Krasauskienė affirmed their main goal is to produce content that encourages children to solve their problems by using imagination, and emotional literacy. "We are creating engaging, meaningful, and educational content that reflects the real world and values relevant to today's children," she asserted. "In her native Lithuania, Nelly Jelly is a very loved illustrated children book character. Children are presented with relatable scenarios that require critical thinking and personal reflection, such as managing friendships, overcoming fears, and celebrating unique qualities," she described.
MULTI-PLATFORM APPROACH
Since NJ World brands head to digital natives kids, the company is adopting a multi-platform approach to content delivery and expanding its content from traditional formats like books to include digital formats such as audiobooks, videos accessible via QR codes, and interactive apps. "This year, together with well-known Lithuanian chef Alfas Ivanauskas and our licensing partner – publishing house Alma littera – NJ World published an interactive recipe book with integrated QR codes, that takes the child to the video material that shows how to prepare dishes. The book encourages family to spend time together, to develop creativity," said. NJ World CEO.
“We craft stories that resonate with children by reflecting their everyday experiences and believe that authentic content will always win their hearts”, highlighted the executive. To ensure children are genuinely represented, NJ World involves them in the creative process, listen to their feedback, and make sure their voices are heard. In Lithuania "Nelly Jelly" has three live shows and two musicals and “when I attend these performances, I focus on observing the reactions of the young audience rather than just the action on stage. Children reactions on what is happening on stage give a lot of insights on what they want to see in their content. The content children engage with—such as stories, characters, and visuals—greatly affects how they feel about themselves, others, and the world around them. That's why, when creating the world of ‘Nelly Jelly’, we always consult with educators, psychologists, and parents, and organize focus groups,” she said.
Currently, NJ World is launching several exciting projects to engage Gen Alpha. "We continue to work with 3Megos Ltd to take 'Nelly Jelly' on an international adventure, expanding her reach to children worldwide. We recently introduced a few tech items such as The Nelly Jelly smartwatch, featuring a SIM card, GPS tracking, and an SOS button, to keep parents and kids connected. We've also launched safe, ergonomically designed wireless headphones for little ears. Additionally, our range of books, plush toys, skincare, gardening kits, and home decor supports creativity, emotional intelligence, and skill-building for curious young minds," she concluded.