WildBrain CPLG is celebrating their appointment as the agency for Peanuts Worldwide in Asia, as the brand hits $2.5 billion in CP sales.
“As an owner of the brand and the producer of all-new Peanuts content under our long-term arrangement with Apple TV+, and now as the consumer products agency for Peanuts in more than 50 countries worldwide, our global organization is uniquely positioned to assure the sustained growth of this remarkable IP,” said CEO Eric Ellenbogen.
The deal sees Wildbrain becoming the exclusive licensing agent for the brand in Asia-Pacific, a major boost to the company’s growing business in the APAC region. WildBrain CPLG’s Peanuts remit for APAC extends across Mainland China, Hong Kong, Indonesia, South Korea, Malaysia, the Philippines, Singapore, Taiwan, and Thailand.
The agreement is also an expansion of Wildbrain CPLG’s long-standing Peanuts licensing relationship across EMEA, and more recently India, which has seen Snoopy and the gang featured in extensive cross-category programmes for apparel & accessories, promotions, fast moving consumer goods, toys & games, gifting, homewares, stationery, pet accessories, and more.
“We’re delighted to partner with WildBrain CPLG in key territories across APAC to deliver exceptional consumer products solutions for our licensees and amazing Peanuts fans,” said Tim Erickson, EVP of Brand at Peanuts Worldwide. “Peanuts continues to drive deep connections with fans of all ages, and we’re excited to further establish Charles Schulz’s nearly 75-year legacy in this important region.
“We have a successful partnership with WildBrain CPLG across Europe, and we look forward now to extending these best practices into the high-growth APAC region.”
Wildbrain Establishes Solid Presence in Asia
The extension of the Peanuts brand is seen as a critical development in Wildbrain’s growth plan in APAC. The company has recently launched offices in Seoul, Taipei and Singapore, as well as an expansion of the existing Shanghai team, announced in April this year.
Peanuts is the first new major representation signed by WildBrain CPLG in the territory since the agency announced its expansion into APAC earlier this year. The expansion grows WildBrain CPLG’s global footprint to 20 offices and 90 countries, with operations across North America, Europe, the Middle East, and Asia Pacific.
In addition to Peanuts, WildBrain CPLG APAC represents and manages WildBrain-owned brands in the region, such as Strawberry Shortcake, In the Night Garden, Inspector Gadget and Teletubbies, as well as select existing third-party IP rights across its Entertainment and Lifestyle portfolios, including SEGA, Sauber, Absolut, Malibu, Parental Advisory, Master Lock, Yale University and the University of Southern California.
The Peanuts characters and related intellectual property are owned by Peanuts Worldwide, a company controlled by WildBrain Ltd., the family of Charles M. Schulz, and Sony Music Entertainment (Japan) Inc. who also remain the brand’s agency for Japan.
Ellenbogen says the brand’s licensing has continued to grow, with consumer product sales now topping $2.5 billion annually. He expects the renewed focus on Asia will stimulate accelerated growth.
“Snoopy and the gang are well-known and loved across APAC, and as we continue to roll out our new animated Peanuts content for China and the greater territory, we see unlimited opportunities to increase engagement with the brand and grow revenue considerably, with consumer products a pillar of our 360-degree brand strategy,” he said.
Ex-Hasbro Exec Joins Wildbrain Team in Asia
Wildbrain has also announced the hiring of licensing veteran Ben Peace as VP for the APAC region.
Peace will be assigned with leading the company’s strategic growth in the region, excluding Greater China. He will be based in Singapore, and report to Maarten Weck, EVP and managing director of WildBrain CPLG, who is also responsible for the management of the overall team and business across APAC.
Peace has over 15 years of experience in the licensing and media industry with a deep knowledge of conceptualizing and implementing commercial strategy in the APAC region.
He joins WildBrain CPLG from Hasbro, where he is currently Senior Licensing Director for Asia.
Prior to Hasbro, Peace worked at Universal Pictures, where he launched their merchandising business in Southeast Asia, following roles in global licensing and sales for the Home Entertainment division of the company. He has also held management positions at Aldi and Proctor & Gamble.
Wildbrain is making another important change in management as WildBrain China’s existing licensing team in Shanghai will be expanded and renamed WildBrain CPLG China, reporting to Jianbo Wei, MD, China, working closely with Weck and Peace. Wei will also continue to oversee WildBrain’s content business in China.
“Peanuts has a strong legacy around the world, and at WildBrain CPLG we have unrivalled knowledge and passion for this iconic brand,” said Weck. “In APAC specifically, with Jianbo and his growing team in China, and Ben joining us as one of many new world-class hires planned for the region, we are ideally placed to push ahead with growth for Peanuts, as well as for our expanding representation slate of entertainment, sports and lifestyle brands.”
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