SCP will continue to manage the Peanuts brand in Japan.

Peanuts Worldwide has renewed its long-term partnership with Sony Creative Products in Japan.

Under the terms of the agreement, SCP will continue to manage the brand’s business efforts in the region, which continues to be a vital territory to its global footprint, according to Peanuts Worldwide.

SCP will also play a critical role in planning and executing the 2018 celebration of the 50th anniversary of Peanuts in Japan.

“It gives us great pleasure to be partnered with Peanuts, which will celebrate its 50th anniversary in Japan in 2018,” says Aiichiro Furukawa, chairman, SCP. “Sony Creative Products will continue to dedicate all of its marketing and creative expertise to maintain and build the Peanuts business in the Japan marketplace.”

SCP has spearheaded and overseen the Peanuts business in Japan since 2010.

“As the Peanuts brand looks to celebrate a historical milestone of being in Japan for nearly 50 years, we are pleased to announce the renewal of our long term partnership with Sony Creative Products,” says Roz Nowicki, executive vice president, Iconix Brand Group and Peanuts Worldwide. “SCP’s strategic leadership in a critical territory like Japan, will help to ensure the legacy of Peanuts as we move forward.”