By Allison Watkinson
TLL Reporter
WildBrain CPLG and Peanuts Worldwide are expanding the licensing program for the Peanuts brand with new cross-category partners in the UK, EMEA and India.
“The much-loved Peanuts brand is a firm favourite with licensees in UK, Europe and India,” said WildBrain CPLG VP, Meike de Vaere.
“Apparel continues to thrive, and we’re also seeing some hugely creative cross-category lines, including the recent Anya Hindmarch and Peanuts stationery collaboration with its inspired pop-up execution at retail,” added de Vaere. “Excitement for Peanuts in the UK, Europe and beyond is growing as we look forward to the 75th milestone next year.”
The Anya Hindmarch design company has created a Peanuts-themed pop-up shop in London for the back-to-school season. The licensed Peanuts pop-up shop features a custom yellow school-bus storefront, a recreation of Charlie Brown’s classroom and an exclusive Peanuts capsule collection.
The Anya Hindmarch x Peanuts collection includes a range of leather document holders, pencil cases, pouches, laptop sleeves, rulers, keyrings and tote bags.
The Raeburn sustainable fashion brand has also signed on as a licensing partner for Peanuts in the UK for a special-edition collection of Peanuts-inspired men’s apparel and accessories. The collection includes clothing made from 100% recycled cotton as well as an enamel pin featuring a design of Snoopy with the Raeburn Recycled Pilots Parachute.
Moodles: The One Brand You Don’t Want to Miss at BLE
The Snoopy design is also featured in a further collaboration between Raeburn, Peanuts and Bamford London. The Bamford London collaboration offers a limited-edition luxury watch that includes a strap made from recycled Raeburn parachute material and packaging that is crafted from a recycled wooden doghouse box.
WildBrain CPLG has secured global licensing deals with the Steiff plush toy manufacturer for a set of high-end collectable plush featuring Charlie Brown and Snoopy.
Additional Steiff premium plush collectibles will be released for the Peanuts brand in early 2025.
The Inditex retail company is expanding its existing partnership with Peanuts Worldwide for a pizza and cooking-themed Zara Home collection and a new line of Zara x Peanuts girl’s fashion apparel. In addition, Inditex will be launching Peanuts-inspired clothing collections from its Lefties and Pull & Bear fashion labels.
In Italy, Original Marines is creating a range of Peanuts-themed infant clothing and United Colors of Benetton is developing a collection of licensed childrens’ Halloween apparel.
In France, Peanuts has signed on with licensees such as Kaparda for high-end mens’ apparel, Faguo for a limited-edition men’s fashion collection and Titlee for licensed jewelry and monthly Snoopy-inspired pin releases.
In India, new all-age apparel ranges are launching for the Peanuts brand across multiple retail companies including Lifestyle, Max, The Souled Store and Pantaloons, as well as online exclusive collections with Redwolf and Bewakoof.
“We’ve got some terrific activations and collaborations in the works to help fans celebrate the 75th milestone in 2025,” said Peanuts Worldwide SD Tara Botwick. “It’s shaping up to be an incredible year for Peanuts with so many great licensing partners already on board. We’re focused on further growing Peanuts beyond apparel as a lifestyle brand, and momentum is building with standout products from accessories and stationery to puzzles and premium plush.”
First launched in 1950 as a comic strip by Charles M. Schulz, Peanuts has expanded to become a global multi-platform entertainment franchise and lifestyle brand that includes an extensive range of animated content, stage shows, live experiences, licensing collaborations and retail programs.
The WildBrain CPLG agency represents the Peanuts IP in the UK, EMEA, India and APAC on behalf of its owner, Peanuts Worldwide.
Bravado: Building Lasting Relationships in the Music Licensing Sector