WildBrain CPLG has announced the debut of a Peanuts fashion collection at Riva stores in the Middle East.

WildBrain CPLG brokered the deal on behalf of Peanuts Worldwide.

The 50-plus piece collection, which spans kidswears and apparel for women, sees Snoopy and the rest of the Peanuts gang feature across daywear, outerwear, footwear and accessories.

“We are thrilled to have collaborated with an on-trend fashion retailer like Riva for this iconic Peanuts collection,” says Neesha Law, commercial director, WildBrain CPLG Dubai. “The range embodies the Middle East fashion sense and is a benchmark for modest fashion retailers everywhere.”

The Peanuts launch has been supported with a heavyweight marketing campaign including point-of-sale and window displays at 38 stores, Peanuts-branded shopping bags, out of home advertising including billboards at key locations throughout the Middle East, social media advertising across Instagram, Snapchat and Google and SMS marketing to more than 80,000 customers. Riva also organized a Peanuts-branded mall event outside one of its key stores in Kuwait with dancing, face-painting and games for children to celebrate the launch of the collection.

This marks the latest launch from Peanuts following its collaborations with Cribstar, Cath Kidston and the NFL, and marks its first deal with Riva.