Nelly Jelly is a beloved children’s character and a national brand hailing from Lithuania, designed to encourage kids to explore, get creative, and overcome life challenges with the help of witty and fun characters. With a team of passionate individuals who have a special sense for global trends, the brand is currently experiencing growth to multiple platforms, including books, theater plays, events, and a blockbuster movie in the local market in 2023.
Born between 2010 and 2025, the new Gen Alpha is already showing striking differences from its predecessor, Gen Z – social consciousness, equality, and sustainability are not just empty buzzwords for this generation.
At the same time, Gen Alpha kids often choose screens over anything else, with 59 percent naming TV and movies as their favorite weekend activity. Research shows that in the U.S., Gen Alpha preschoolers spend approximately 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 on smartphones or laptops/PCs.
Despite experts’ warnings about how excessive screen time negatively affects cognitive development, the Alpha generation is being raised in a tech-driven world where the lines between the real and the meta world are blurring.
Kids content experts are increasingly saying that children’s content creators need to find ways to meet these digital needs and offer high-quality content that reflects the interests and values of Gen Alpha.
Simona Krasauskienė, CEO of NJ World, says:
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.
NJ World is collaborating with British animation studio 3Megos to develop a new animated comedy series for preschoolers called NELLY JELLY. Based on best-selling books in the native market (known as Kakė Makė in Lithuania), the main series character, a 6-year-old girl Nelly Jelly, represents the curious and imaginative children of Gen Alpha. She embarks on daily adventures with her imaginary monster friends Jim and Jam, and, with their help, solves problems familiar to every child her age.
Krasauskienė adds:
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 series, monsters often make more mess than offer actual help, so Nelly Jelly learns to find solutions to her own problems, but she appreciates the support from her friends and often says “you sometimes need a little help from your friends.” This 7-minute comedy TV show also addresses diversity, equality, and other vital social topics that are increasingly important to Gen Alpha.
Krasauskienė concludes:
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, whose IP has been in the publishing and licensing business for more than 14 years.
Meeting the need for sustainability and time outdoors: creative brand solutions
While screen addiction has been on the rise in recent years, Gen Alpha may represent the pendulum swinging in the opposite direction. In fact, more would rather spend time outside (27%) than indoors (26%).
Adapting to this trend, Nelly Jelly brand has launched an all-family local gardening project Sodolendas (Gardenland) with its licensing partners, offering a variety of gardening products, tools, and kits for all family to enjoy. The goal is to connect tech-savvy kids with nature, since sustainability is also on their priority list, and to inspire families to spend time together outdoors.
Krasauskienė says:
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.
