WildBrain CPLG Expands Peanuts Licensing Program


WildBrain CPLG has signed new and expanded licensing deals across Europe, the Middle East, Africa and the Asia Pacific for the Peanuts brand.

Among the new worldwide partners is Bon Ton Toys, which creates sustainable lifestyle plushes. A Snoopy plush will launch online and in select stores in October.

Other new partnerships were signed with Ravensburger for puzzles aimed at young adults and Clementoni SpA for a collection of puzzles and games.

Desenio launched Peanuts-inspired posters and wall art back in April, and Brava Fabrics debuted a range of sustainable outerwear for adults in summer 2023. Other recently launched partnerships include Petit Bateau for baby, kids and adult apparel, and Titlee for a Peanuts jewelry collection.

Bags and accessories brand Kipling debuted a range of co-branded denim products in the Asia Pacific in August. The collection will launch in EMEA in November.

WildBrain CPLG renewed its global deal with Eastpak following its successful collection tied to Peanuts Worldwide’s global sustainability initiative in 2021. Its second range will launch in summer 2024 and will feature backpacks, bum bags, suitcases, pencil cases and wallets. Globetrotter also launched a global range of built-to-order luxury luggage.

In the Asia Pacific, various new partnerships were inked as well. In South Korea, new Peanuts partners include Voice of Voices, which debuted an apparel collection, and Bluedog, which launched a kids’ apparel collection. Withrich also recently launched a new range of Snoopy-themed pet accessories.

In China, WildBrain CPLG has signed a deal for loungewear with YSO (Ningboo Gukoo) that launched in May 2023. Additionally, the inaugural deal for WildBrain CPLG’s new Location Based Entertainment (LBE) division will see Shanghai Max-Matching Culture Development LLC, a developer of IP entertainment projects, develop Family Entertainment Centers (FECs) and themed hotel rooms in China for Peanuts.

A global partnership was inked for Peanuts with China-based lifestyle brand MINISO, with an initial launch of more than 300 different Snoopy-themed products, which began rolling out in U.S. MINISO stores this August. The collection, featuring consumer electronics, personal care, cosmetics, stationery, accessories, homeware, tableware and drinkware, will launch into MINISO’s network of over 5,500 lifestyle stores worldwide starting in October.

In the U.K., Japanese pancake chain Fuwa Fuwa is set to host an activation across its stores in London this winter, including a themed menu and Peanuts merchandise beginning in September. In the food and beverage category, Nestlé launched Peanuts-themed Extrafino chocolate products, with a collectable mug offer for Spain in spring and a second wave of the promotion to launch in fall with collectable stationery.

Also, new products will launch in autumn/winter 2023 from existing licensees, including accessories from Codello (Europe) and kids’ towels, bedding, nightwear, back-to-school stationery and drinkware from Zara Home (global). Primark (Europe) and H&M (global) will continue to launch new cross-demographic apparel collections featuring Peanuts characters. Additionally, Bamford Watch Company in the U.K. is planning further launches of Snoopy-themed limited-edition luxury watches, following its recent sell-out Peanuts collections.

Meike de Vaere, VP of partnerships and business development at WildBrain CPLG, said: “These latest partnerships for the much-loved Peanuts brand show the enduring appeal of these iconic characters. As we gear up to celebrate Peanuts’ 75th anniversary in 2025, we’re confident that Peanuts fans around the world will enjoy these latest best-in-class ranges. We look forward to continuing to augment the success of our long-standing partnership with Peanuts Worldwide.”

Lisa Silverman Meyers, senior VP of international at Peanuts Worldwide, added: “Peanuts continues to excel as a brand that resonates across generations, regions and demographics. The new toy and giftable partnerships will augment the long-standing success the brand has had with our apparel partners, offering fans more ways to connect with Snoopy, Charlie Brown and the gang.”