Future-Focused Animation, Nelly Jelly, Embraces Diversity, Problem Solving, And Sustainability

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On The Table Read Magazine, “the best entertainment eBook magazine UK“, the animation industry is evolving, with content creators focusing on timeless themes like diversity, problem-solving, and sustainability to appeal to the younger generation, as exemplified by Nelly Jelly’s new series.

Screen Time

Born between 2010 and 2025, Gen Alpha is a generation of digital natives who are already demonstrating a unique set of values. Unlike their predecessors, Gen Z, social consciousness, equality, and sustainability are not just buzzwords for this new generation.

While Gen Alpha kids often gravitate towards screens, with 59 percent naming TV and movies as their favorite weekend activity, it’s important to note that their screen time is significant across the globe. In the U.S., Research shows that preschoolers spend an average of 30 hours per week watching TV or using tablets, 8 hours on smartphones, and 4 hours on laptops or PCs. British preschoolers spend a total of 18 hours on TV or tablets and 8 hours on smartphones or laptops/PCs.

Despite warnings about the potential negative impact of excessive screen time, Gen Alpha is growing up in a tech-driven world where the lines between the real and digital are blurring. Content creators are increasingly recognizing the need to offer high-quality content that aligns with the interests and values of this new generation, addressing their digital needs while promoting positive themes like diversity, problem-solving, and emotional literacy.

Screens are neither good nor bad, but they are a big part of children’s lives now and the main problem is time on screen and content quality. Gen Alpha kids are screen natives and devices are normal in their world, and they will be normal for the upcoming Beta generation or the so-called AI generation. Both generations will be raised by parents who are chronically online, so these kids will understand and adapt to new technology faster than any previous generation.

We, content creators, need to adapt to these changes to truly engage with current Gen Alpha and future Gen Beta. Children show less interest if they don’t see or hear themselves on the screen, so we must reflect real kids, real families, and the real world situations to truly align with their values. We are also learning a lot on this journey.

– Simona Krasauskienė, CEO of NJ World, a pioneering children’s brand in Lithuania

Nelly Jelly

NELLY JELLY, a beloved children’s character from Lithuania, is captivating young minds around the world with her imaginative adventures. Designed to inspire exploration, creativity, and resilience, Nelly Jelly and her friends offer a fun and engaging way for children to learn and grow.

With a dedicated team of passionate individuals, Nelly Jelly has expanded beyond books to include theater plays, events, and even a blockbuster movie in the Lithuanian market. The brand’s popularity has led to the sale of over 2 million licensed products annually through 30 local partners.

Nelly Jelly’s global reach extends far beyond its native market. The team actively participates in international events, seeking new opportunities to create educational and entertaining content for young audiences. With its focus on exploration, creativity, and overcoming challenges, Nelly Jelly is a beloved character who continues to inspire and delight children worldwide.

NJ World is excited to announce a collaboration with the British animation studio 3Megos to create the new preschool series, Nelly Jelly. Based on the popular Lithuanian book series, Kakė Makė, Nelly Jelly follows the adventures of a curious and imaginative 6-year-old girl.

Joined by her imaginary monster friends, Jim and Jam, Nelly embarks on daily adventures filled with fun, laughter, and valuable lessons.

While her friends may sometimes cause more trouble than they solve, Nelly learns the importance of problem-solving and self-reliance. She also understands the value of friendship, often reminding her friends that “you sometimes need a little help from your friends.”

Nelly Jelly is a 7-minute comedy TV show that addresses important social topics such as diversity, equality, and empathy, making it a relevant and engaging series for today’s young viewers.

Kids are being taught to solve their own problems here – and that is a very important quality of any kid’s content.They are not just passively watching some story, they are engaged with a character that has wide imagination and deals with issues that any kid might have – fear of darkness, throwing a special birthday to their moms, or damaging your best friend’s favorite toy.

In the new series, we are challenging gender stereotypes by switching genders of monsters. Jim, a fluffy pink male monster is very analytical and loves books, while Jam is a super-strong green female monster whose main role is to protect Nelly Jelly. This approach really resonates with the core values of this preschooler generation.

-Simona Krasauskienė

Promoting Outdoor Activities

While screen addiction has become a growing concern, Gen Alpha may be a sign of a positive shift in the opposite direction. In fact, more Gen Alpha children prefer spending time outdoors (27%) than indoors (26%).

To capitalize on this trend, Nelly Jelly has partnered with licensing partners to launch Sodolendas (Gardenland), an all-family gardening project. This initiative offers a variety of gardening products, tools, and kits designed to connect tech-savvy kids with nature and inspire families to spend quality time together outdoors.

By promoting sustainability and outdoor activities, Nelly Jelly is helping to address the growing concern of screen addiction and encourage a healthier, more balanced lifestyle for young people.

While expanding globally with the new series, we are continuing with various projects in our native market that reflect the needs of Gen Alpha. Last year, for example, we did a special project for emotional literacy together with a big retail partner – our goal was to use education and games to show kids how to normalize their emotions, and to help them recognize and accept them. We will keep learning about the needs of our youngest and creating projects and content that matches them.

-Simona Krasauskienė

Find more from Nelly Jelly now:

https://kakemake.lt/en/home/

LinkedIn: https://www.linkedin.com/company/nelly-jelly

Facebook: https://www.facebook.com/NellyJellyWorld

Instagram: https://www.instagram.com/nellyjellyworld/

YouTube: https://www.youtube.com/channel/UCJvl8wiyw2VOYbvdkFSln9Q

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