Case Study: “Nelly Jelly” – Expanding a Local Book Character Into Screen and a Transmedia Universe

Discover how Lithuanian phenomenon “Nelly Jelly” transformed from a beloved local picture book into a powerhouse brand featuring a portfolio of over 150 licensed consumer products and an expanding screen presence. Attendees will gain practical insights on how retail partnerships and regional licensing success can help scale an IP globally, all while protecting the core emotional heart and authenticity that made the story a success in the first place.

Read more about “Nelly Jelly”: https://kakemake.lt/en/home/.

Date: 28 September 2026
Time: 17.15-18.30

Speaker

Simona Krasauskienė

CEO
NJ WORLD
Lithuania

Simona Krasauskienė is a children’s IP and licensing strategist and CEO of NJ WORLD, the company behind “Nelly Jelly” (Kakė Makė) – one of Lithuania’s most successful children’s entertainment brands.
Since 2010 she leads the brand’s evolution from a beloved picture-book character into a multi-platform IP spanning publishing, consumer products, live experiences, music, digital content and animation. Today, her focus is on scaling “Nelly Jelly” internationally while preserving the emotional authenticity and creative DNA that made the character resonate so strongly with children and families.

Moderator

Cristina Angelucci

Publisher, Event Organiser, and Transmedia Expert
Italy

Cristina Angelucci is a publisher of Licensing Magazine and The Animation Journal, two leading trade media systems. She is behind all the so-called Transmedia Hall at the globally leading Bologna Children’s Book Fair (BCBF), which is composed of the Bologna Licensing Trade Fair/Kids, the Games Business Centre, the TV/Film Rights Centre, and the Toy Zone. Cristina also works as a director of the new boutique agency LAMS, based in Spain, and focused on marketing, PR, and brand management.