MINISO Announces Upcoming Collaboration with Peanuts Brand

MINISO has announced a new partnership with Peanuts, the brand based on the comic strip, paving the way for a collaboration based on the characters of Snoopy, Charlie Brown and the Peanuts gang. An IP collaboration agreement was unveiled at a signing ceremony on July 1 at MINISO’s 2023 Second Half Global Partners Strategy Summit in New York. Snoopy even made an appearance at the ceremony. The MINISO x Peanuts partnership was brokered on behalf of Peanuts Worldwide by the Shanghai team of WildBrain CPLG. 

“This is a hugely exciting deal for both MINISO and Snoopy fans,” says Ada Dou, executive vice president, MINISO. “Partnering with the world’s biggest IPs is a key part of our strategy as we look to transform into a global lifestyle super brand. So far, our IP collaborations have brought joy to countless shoppers across more than 5,500 MINISO stores around the world, and I have no doubt that the new Snoopy collection will do the same.” 

The MINISO x Peanuts collaboration will launch with the “Snoopy Birthday Party” and “Snoopy Summer Travel” collections. The collections are set to feature Charlie Brown’s four-legged friend across more than 300 products in the toys, bags and accessories, stationery and lifestyle categories. The partnership will last two years and launch in China in August and worldwide starting in October. More merchandise collections will roll out over the term of the partnerships featuring additional characters from Peanuts. 

Related:Peanuts Announces Launch of Snoopy Face for Apple Watch

“This MINISO relationship represents a new opportunity to serve our fans around the world,” says Lisa Silverman Meyers, senior vice president, international licensing, Peanuts Worldwide. “We’re always looking for ways to bring our characters to new audiences and to grow the legacy of the Peanuts brand. MINISO has an outstanding record of fabulous IP collections, so I am looking forward to seeing this collection come to life to delight fans of both Peanuts and MINISO.”