When it comes to digital-era pet celebrities, two names stand out for very different reasons: Simon’s Cat, the globally beloved animated feline, and Squid the Griff, the real-life Brussels Griffon who has taken Instagram by storm. Both have managed to carve out influential spaces in the U.S. market, leveraging their platforms to connect with fans and brands in ways that go far beyond simple cute content. Yet their approaches to business, income generation, and audience engagement couldn’t be more distinct.
In this article, we’ll dive deep into how these two pet influencers make money, break down their business models, and explore what U.S. audiences and companies can learn from their playful yet strategic rise to fame.
How Simon’s Cat Built a Global Animation Empire with U.S. Appeal
Simon’s Cat started as a simple black-and-white animated short on YouTube in 2008, created by British animator Simon Tofield. What seemed at first like a passion project quickly snowballed into an international brand, and the U.S. audience has been one of the strongest driving forces behind its success.
Unlike many pet influencers, Simon’s Cat does not rely on the appearance of a real-life animal but rather on storytelling and relatability. U.S. audiences who adore animated classics like Garfield or Disney’s Aristocats instantly connected with the humor and universal cat behaviors depicted in Simon’s animations. This relatability laid the foundation for multiple revenue streams.
Simon’s Cat’s business model revolves around media licensing, advertising, publishing, and merchandise. From YouTube monetization to book deals and even partnerships with U.S. pet food brands, Simon’s Cat demonstrates how an animated character can function as a flexible, evergreen property. For U.S. fans, the lack of cultural barriers—cats knocking things over is funny everywhere—makes Simon’s Cat endlessly sharable, keeping ad revenue strong. For U.S. fans, the lack of cultural barriers—cats knocking things over is funny everywhere—makes Simon’s Cat endlessly sharable, keeping ad revenue strong.
Squid the Griff: The Rise of a Real-Life Instagram Celebrity in the U.S.
On the other end of the spectrum is Squid the Griff, a scruffy yet utterly charming Brussels Griffon whose Instagram presence has captured the hearts of American millennials and Gen Z. Squid’s appeal lies in his realness: a genuine pet with expressive features and personality that U.S. dog lovers find irresistibly quirky.
Squid the Griff’s business model is much more tied to the influencer economy than traditional media licensing. He thrives on brand partnerships, sponsored posts, affiliate marketing, and live appearances. For U.S. brands in lifestyle, fashion, and even food, Squid serves as a perfect ambassador, offering authenticity and relatability that corporate marketing alone can’t provide.
Because Squid is a real-life animal, his U.S.-centric partnerships often include collaborations with dog food companies, grooming product lines, and even lifestyle brands looking to tap into the booming pet parent demographic. The U.S. pet industry, now valued at over $120 billion annually, provides endless opportunities for Squid to monetize.
Simon’s Cat and U.S. Digital Advertising Revenue Streams
One of Simon’s Cat’s strongest income pillars comes from YouTube ad revenue. With millions of subscribers and billions of views, U.S. audiences make up a massive share of watch time. Google AdSense provides a continuous revenue flow, supplemented by brand integrations in animated shorts.
Beyond YouTube, Simon’s Cat has embraced mobile gaming. Its game apps, including Simon’s Cat Dash and Simon’s Cat Crunch Time, have been particularly popular with U.S. audiences who love casual gaming. In-app purchases and ad placements add another steady stream of income, making Simon’s Cat less dependent on a single platform.
By expanding into digital products, Simon’s Cat has positioned itself as more than a YouTube channel—it’s a full-fledged entertainment franchise that U.S. fans can interact with across multiple platforms.
Squid the Griff and the U.S. Influencer Economy
Squid’s model reflects the Instagram and TikTok era of monetization, which is heavily driven by direct-to-consumer marketing. His owners strategically align him with U.S. brands that match his quirky personality—whether it’s posing in sweaters for a fashion label or starring in a holiday campaign for a dog treat company.
Unlike Simon’s Cat, which relies on global scalability, Squid’s business thrives on personal engagement and exclusivity. U.S. fans don’t just watch him passively; they interact with his posts, buy products he promotes, and sometimes even meet him at in-person events. This creates a loop of trust and influence, which is extremely valuable to advertisers.
Furthermore, Squid can tap into affiliate marketing by recommending products with trackable links. For U.S. dog owners constantly shopping online for new pet care solutions, this creates an additional, measurable revenue stream.
Merchandise: Simon’s Cat vs Squid the Griff
Merchandise is where the business models of Simon’s Cat and Squid the Griff truly diverge. Simon’s Cat has an entire catalog of merchandise—books, calendars, mugs, plush toys, and more—available worldwide. The U.S. is a huge market for such products, with platforms like Amazon ensuring easy distribution.
Squid, being a real-life dog, takes a more niche approach. While he has branded merchandise, such as apparel featuring his face or quirky sayings, the scale is smaller compared to Simon’s Cat’s globally recognized branding machine. For Squid, the focus is less on mass production and more on personalized, boutique-style items that resonate with his U.S. fanbase who want something unique and limited-edition.
Partnerships and Collaborations with U.S. Brands
Simon’s Cat has partnered with major pet-related companies, publishers, and even charities in the U.S. The character’s broad appeal makes it an easy fit for campaigns that want to tap into humor and relatability without the unpredictability of working with a real pet.
Squid, on the other hand, thrives on authentic micro-collaborations. U.S. lifestyle and fashion brands, particularly those looking to connect with younger audiences, find his quirky charm irresistible. Squid often partners with eco-conscious, modern, or trendy brands—ones that reflect the values of his American millennial and Gen Z fans.
Both models are effective, but Simon’s Cat focuses on scalability, while Squid thrives on intimacy and cultural alignment with U.S. trends.
Audience Engagement in the U.S.: Animation vs. Authenticity
One of the most striking differences between Simon’s Cat and Squid the Griff lies in how U.S. fans engage with them. Simon’s Cat relies on humor, nostalgia, and relatability. Fans may not expect interaction from an animated cat, but they connect through shared experiences of pet ownership.
Squid’s fans, however, often treat him like a celebrity they know. His Instagram stories, captions, and behind-the-scenes moments foster a sense of personal connection. For U.S. audiences used to parasocial relationships with influencers, this creates stronger emotional bonds and, by extension, more consumer trust.
Long-Term Sustainability of Their U.S. Business Models
Simon’s Cat has the advantage of being timeless. Animation doesn’t age, and new shorts can continue to entertain U.S. audiences indefinitely. Its scalable model, built on media licensing and global recognition, ensures consistent relevance.
Squid’s model, while powerful in the present, depends heavily on maintaining his health, charm, and personality. As a real-life animal, Squid’s career has natural limitations. However, his owners could diversify into books, branded campaigns, or even animated adaptations to ensure longevity in the U.S. market.
A Unique Angle: Animation vs. Real-Life Branding in U.S. Pet Culture
The most fascinating takeaway from comparing Simon’s Cat and Squid the Griff is how they reflect two cultural interpretations of pet storytelling. Simon’s Cat represents the universal archetype—a character that captures the essence of cats everywhere. It thrives because it’s timeless, sharable, and unbound by geography.
Squid, on the other hand, embodies the modern U.S. influencer economy, where authenticity and realness reign supreme. His quirky face and relatable lifestyle mirror the way Americans increasingly anthropomorphize pets as family members and style icons.
This dichotomy highlights the diversity of pet influencer culture in the U.S. Simon’s Cat speaks to the enduring appeal of animation and humor, while Squid the Griff embodies the intimate, trust-driven relationships that define today’s social media economy.
Conclusion: Two Different Tails, One Big Lesson for U.S. Brands
Both Simon’s Cat and Squid the Griff have successfully built lucrative business models, but they’ve done so in completely different ways. Simon’s Cat is a scalable, evergreen animated brand with multiple income streams that continue to attract U.S. fans and corporate partners. Squid the Griff thrives in the influencer economy, offering authenticity and direct consumer influence that resonates deeply with U.S. audiences.
For U.S. companies, the lesson is clear: whether through the timeless relatability of animation or the quirky charm of a real-life pup, pet influencers offer unmatched opportunities for connection. The choice lies in whether a brand values scalable storytelling or authentic engagement—two sides of the same coin in today’s digital pet economy.
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