Peanuts is building on the momentum of its milestone 75th anniversary year with an expanding programme of consumer products, retail activations, and location-based experiences across EMEA and APAC, brokered by WildBrain CPLG.

The growing programme spans fashion, accessories, homewares, gifting, health and beauty, and family entertainment. The expansion aligns with new Peanuts content rolling out on Apple TV+ and the latest “Peanuts Featuring” brand initiative, which spotlights a rotating series of themes including Snoopy and His Siblings, The Girls, and Woodstock & Friends.

“Peanuts continues to resonate so powerfully because each generation discovers something personal in these characters and their stories,” stated Lisa Silverman Meyers, SVP International Licensing & Partnerships at Peanuts Worldwide. “As we move beyond our 75th anniversary, we’re excited to keep introducing fresh perspectives on the Peanuts world.”

Pau Pascual, SVP Commercial, the U.K., Europe and the Americas at WildBrain CPLG, added:

“Peanuts continues to grow as a global fashion and lifestyle brand with premium collaborations, elevated design partnerships and strong retail momentum.”

Global Product & Fashion Collaborations

WildBrain CPLG has brokered a wide array of licensing partnerships across key international markets:

• Global & Regional Apparel: Tommy Hilfiger launched a global children’s range (excluding the US). In the UK, Lazy Oaf debuted a capsule dedicated to Snoopy’s brother Olaf, Chinti & Parker released a summer fruit-themed collection, and Primark expanded its product lines. European partnerships include Arket, Monoprix, Galeries Lafayette (via its Cadet Rousselle brand), Essentiel Antwerp in Benelux, and Mayoral and Hydroponic in Spain. In APAC, street and fashion labels include South Korea’s FARVEN and thisisneverthat (with JKND), alongside 1Jinn in China.
• Accessories, Jewelry & Footwear: Thomas Sabo launched a summer charm collection, Anya Hindmarch debuted space-themed accessories with a London pop-up, Fritzi launched a bag line in Germany, and Happy Socks introduced a new collection.
• Homewares, Collectibles & Lifestyle: Design brand Rice released homewares in the Nordics, Skultuna introduced brass figurines, Pluto Design developed gifting lines, and Vossen and Thalia continued homewear ranges. In Türkiye, Melodi Chocolate launched luxury chocolate lines, while Popeyes in Hong Kong/APAC offered collectible Snoopy charms. In Taiwan, health and beauty brand Moody extended the brand into new lifestyle categories.
• Toys & Electronics: Lexibook is rolling out electronic toys (nightlights, educational laptops, walkie-talkies), while Jemini is launching plush and kids’ furniture.

Retail & Destination Activations

A series of retail and cultural activations have launched across the APAC region:

• South Korea: Features included the Starfield Balloon Festival, a Snoopy Garden pop-up at Jeju Airport, and a Valentine’s Day takeover across CU convenience stores.
• Southeast Asia: Singapore’s Changi Airport hosted a Snoopy and His Siblings pop-up at Terminal 3. In Indonesia, a 54-day “Many Faces of Snoopy” event culminated in a Snoopy Run with 6,000 runners. In Thailand, Makro and Lotus launched large-scale retail installations.
• China & Taiwan: China hosted activations at Wukang Road with Momibook and the Dream Maker Snoopy event at Chengdu IFS. Taiwan highlights include a CTBC Brothers baseball partnership, 3D OOH installations in Taichung, 10 Peanuts-themed pedestrian traffic lights, a pickleball court partnership, a Halloween event in Taoyuan, and a Taipei 101 light display featuring a 600-drone show scheduled for 3 December.

Location-Based Entertainment (LBE)

Peanuts is expanding its physical footprint with major regional attractions. In China, the new Snoopy & Friends Family Entertainment Centre (FEC) at Magic World offers a space exploration-themed interactive family experience. Meanwhile, the touring exhibition How Do You Do, Snoopy? by Blue Dragon Art arrived in South Korea, showcasing curated art installations celebrating the property’s heritage.

WildBrain CPLG will highlight these licensing and LBE opportunities at Brand Licensing Europe (BLE) at Stand B171.