Estonia’s Beloved Kake Make to Introduce Imaginative TV Show for Children

Nelly Jelly, a Lithuanian children’s sensation, continues expanding its product range. After its blockbuster movie’s recent success in the home market, the brand partnered with Go3, the leading OTT and TV broadcasting solution in the Baltic states, and TV3, a national broadcaster, to present a new TV show for children.

September 12, 2023. Nelly Jelly (known as Kake Make in Estonia), a Lithuanian children’s mega-brand that follows the story of a five-year-old girl with a big imagination, is already well-known to the Estonian children. 2016 saw the publishing of the first Kake Make book in the country, and soon after, eleven more books were released with a circulation of 10,000 copies altogether. The Estonian Union for Child Welfare awarded one of the books the title of Good Children’s Book 2016.

The brand has recently released the blockbuster Nelly Jelly: My Movie in Lithuania. The animated film has swept over the home country—it was screened throughout cinemas for fifteen weeks, was the number one movie in Lithuania for two weeks and two weekends, and remained among the top three most-watched movies for five weeks. 

Now, the brand’s creators are partnering with TV3, a national broadcaster, and Go3, the leading OTT and TV broadcasting solution in the Baltic countries, to launch a TV series titled Nelly Jelly World. The series and the movie are also available in Latvia on Go3 platform. 

Eight 11-minute-long episodes, created by Meinart studio in collaboration with Polish and Ukrainian creators, feature Nelly Jelly’s adventures from the books as well as beloved characters already well-known to target audiences: Nelly Jelly herself, the Mess Mess Gnome, dog Choo Choo, cat Pirate, Super Dad, and many other. The show’s tempo and duration, as well as its bright color scheme, have been adapted to even the youngest viewers, while the themes explored nurture the children’s imagination, creativity, and emotional intellect.

At the same time, the show follows global tendencies for children’s content—they learn about their surroundings and themselves, form friendships, and learn to care for others and their environment. The creators consulted with a children's psychologist to make the show more comprehensible for preschoolers.  

“It is important for us to talk about things that are interesting for the Alpha generation. Modern children have strong personalities that help to shape family values and rituals. They tend to bring the newest trends home and talk about them with their parents. Therefore, the TV show contains a lot of hidden messages that show that every person is different, and each one of us is beautiful in our way,” Simona Krasauskienė, CEO of the IP, said. 

“The series discusses that all of us have emotions, and they can be very different, talks about children’s genders, that they can be brave or shy, explore the world, and experience many amazing things, and that disability is not an obstacle to live a full life and be accepted in the society, and that a dad and a mom are special people in children’s lives, as well as delves into many other topics.”

Rapid expansion into foreign markets

Nelly Jelly holds firm positions in its home market—including a line of consumer products across nine categories, food and beverages, consumer electronics, apparel, hygiene, and beauty.

The IP’s phenomenon has captivated not only target audiences in the Baltics but also foreign partners—the brand has signed with Markettcom, a brand licensing agent in Dubai, to expand into the Middle East and North Africa region, and Caravanserai Partners, a Spanish licensing agency to strategically grow in the Iberian Peninsula territories. The brand will be participating in London’s Brand Licensing Europe event and is actively seeking to collaborate with other agencies to expand in other markets. 

ABOUT NELLY JELLY

Nelly Jelly is a beloved children’s character and national brand hailing from Lithuania, designed to encourage kids to explore, get creative, and overcome life challenges with the help of a witty and fun character. With a team of passionate individuals following global trends, the IP has expanded to multiple platforms, including books, theater plays, events, and a blockbuster movie in 2023. The IP constantly attends global events, hoping to find new ways to provide educational and enjoyable content for young audiences. Visit Nelly Jelly.