By Gary Symons
TLL Editor in Chief
Peanuts is celebrating its 75th anniversary by rolling out a wide range of collaborations, products, and live experiences designed to engage fans across generations.
The milestone year is being celebrated with new licensing partnerships brokered by WildBrain CPLG, which represents the brand across Europe, the Middle East, Africa, India, and Asia-Pacific.
The anniversary campaign coincides with the August debut of Snoopy Presents: A Summer Musical on Apple TV+, the first Peanuts musical in more than 30 years. Featuring original songs by Ben Folds, Jeff Morrow, Alan Zachary, and Michael Weiner, the special adds a new dimension to the long-running franchise.
“What’s so exciting about these anniversary collaborations—beyond the impressive breadth of partners—is the diverse and creative ways multi-generational fans are engaging with Peanuts,” said Meike de Vaere, vice president of partnerships and business development at WildBrain CPLG. “As we honor the legacy of this timeless brand, we’re delivering programs that span standout cross-category products and immersive experiences.”
Lisa Silverman Meyers, senior vice president of international licensing and partnerships at Peanuts Worldwide, says the company and its agency have been careful to choose licensing partners that align with the Peanuts stories and aesthetics.
“Our filter for partnerships is always, does the partnership align with Peanuts’ authenticity and will this delight fans?,” Silverman Meyers said. “Each of these programs enhance and deepen engagement with Peanuts and partners alike.”
Fashion, Lifestyle, and Collectibles
Global fashion brands are leading the charge with anniversary collections. Kipling has released a second Peanuts line of bags and accessories, while Kith expanded its high-end apparel and accessories for men and kids. Italian brand Diadora has introduced a capsule collection for children, and long-time partner Benetton launched a range that includes both adult and kids’ polo shirts. Iceberg and Alice Sunderland are set to roll out luxury apparel and jewelry later this fall.
Other launches include Pop Mart’s blind box figurines, Royal Mail’s limited-edition stamp collection, and Zara Home’s largest Peanuts-inspired homeware line to date, featuring more than 80 designs. CASETiFY, Stradivarius, Globetrotter, and Miniso are also expanding their collaborations.
In Asia, Peanuts is anchoring a mix of exhibitions and experiential activations. How Do You Do Snoopy? 75 Years: A 
Journey of Friendship Through Art opened in Bangkok this month following a debut in Taipei, with future stops planned in China and Korea.
The Snoopy Place Café in South Korea is expanding to new locations, and the Central Pattana mall group in Thailand activated Peanuts across 39 malls.
Peanuts also made an appearance at Taiwan’s Penghu Fireworks Festival (photo at left), where drone shows attracted more than 500,000 attendees. Local partnerships tied to the event included limited-edition merchandise, themed cafés, and pop-up stores. Additional product launches have included a sold-out plush release for the Dragon Boat Festival in Taiwan and a stationery line from Pinkoi.
Starbucks China also unveiled an exclusive range of Snoopy-themed products this year, while healthcare brand Classico introduced Peanuts-embroidered scrubs. Across Southeast Asia, brands such as Bebe Plum and Crossmerchant have released women’s apparel and accessories.
Licensing Deals in Europe and Beyond
In Europe and the U.K., Peanuts collaborations include luxury Christmas decorations from Vondels, a new stroller from Easywalker, and a capsule fashion line from Chinti & Parker. Retailers such as Primark, H&M, C&A, and Zara are also expanding their Peanuts offerings.
The U.K. will see the launch of a Snoopy Sculpture Trail in London this autumn, as well as a health-and-beauty line in December. In the Netherlands, Post NL is issuing commemorative stamps, while in Germany, Vossen is preparing a new line of homewares. Long-time partner Steiff is also releasing new anniversary plush items.
Earlier this year, Paris hosted Snoopy in Style: A History of Peanuts and Fashion, an exhibit featuring collaborations with Jean-Charles de Castelbajac and Bamford watches. Le Bon Marché also launched a limited capsule collection, and Monnaie de Paris introduced Peanuts-themed coins and medals.
With dozens of new collaborations across fashion, lifestyle, art, and entertainment, Peanuts executives say the 75th anniversary is only the beginning of a multi-year wave of fan engagement.
“The fandom for these beloved characters remains stronger than ever,” Silverman Meyers said. “We’re heading into 2026 with significant momentum and look forward to seeing even more excitement with Peanuts in the years to come.”