Founded in 2008 by award-winning illustrator, animator and director Simon Tofield, London-based Simon’s Cat is behind the eponymous digital comedy series that has logged over 650M views on YouTube with 3.5M subscribers. In a deal for which financials were not revealed, Endemol Shine UK has taken a controlling stake in the animation company. The video series, which features the antics of a mischevious, fat white cat and his put-upon owner, first became a viral phenomenon with the release of Tofield’s Cat Man Do (see video below) seven years ago.

The deal sees the digital video series become fully integrated into the Endemol Beyond premium channel and distribution network. The two companies will also look at expanding the property in television, publishing, licensing and merchandising, as well as exploring new platforms. Endemol Beyond UK’s slate of original digital programming includes ICON, the lifestyle network led by Michelle Phan; sports channels Rule’M Sports with YouTuber KSI; and Legends of Gaming which was created in the UK and sold to the U.S. and Germany.

Simon’s Cat and Tofield last year raised about £311K to crowd-fund a 13-minute color film, Off To The Vet, which debuts this year.

Endemol Shine UK and Simon’s Cat were advised on the investment by United Agents.

Here’s Cat Man Do (cat owners will find it cheekily spot-on):