Tim Erickson: Partnering with Peanuts

Peanuts' Tim Erickson talks to License Global about the making of a licensing legacy.

License Global

March 24, 2022

2 Min Read

Ever since Charles M. Schulz created Peanuts in 1950, Charlie Brown, Lucy, Snoopy and the rest of the gang have been eliciting laughs and capturing hearts. "A Charlie Brown Christmas," the first TV special based on the comic strip, has been a treasured holiday tradition since 1965. Peanuts still runs in thousands of newspapers and is in global online syndication.  

Its characters have appeared on countless consumer products, including clothing, cookware and collectibles. Peanuts-themed locations can be found in Cedar Fair amusement parks around the country.  

In 2018, Peanuts Worldwide partnered with NASA on a multi-year Space Act Agreement designed to inspire a passion for space exploration and STEM learning among next generations of students. As part of that agreement, Snoopy will ride along as the zero-gravity indicator on this year's planned Artemis I flight.  

Two new series, "Snoopy in Space" and "The Snoopy Show," produced by WildBrain, are streaming on Apple TV+ and in mobile apps. There is other new content in addition to these shows.  

Standalone specials such as the recent New Year's special, two documentaries and several of the classic specials produced by Lee Mendelson Film Products. ("A Charlie Brown Christmas," "It's the Great Pumpkin, Charlie Brown" and more.)  

Tim Erickson, executive vice president of brand, Peanuts Worldwide, talked to License Global about his path to Peanuts and some of the brand's new and ongoing partnerships. 

License Global: Tell us about your background and how it led you to Peanuts and into licensing? Tim Erickson: The first step was going into the toy industry, which is obviously so closely tied to different brands, licensing and entertainment. So, I'd spent several years at LEGO and, one day, through a connection of mine, I got a call that said, "What are your thoughts about coming and joining Disney?" So, that was really where I first dipped my toe into the world of true licensing, which was an incredible experience because it also showed me that licensing is a business model. The important question we're all about is, "How do you want your brand positioned to your fans? How do you want to create new fans? How do you want current fans to be able to experience your brand?" I feel that products are an experience. And how do you make sure that it's an authentic extension of everything that they know and love about a brand? 

To read more of this Executive Profile, check out the full article here! 

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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