WildBrain CPLG has been appointed by Peanuts Worldwide as the exclusive licensing agent for the Peanuts brand in Asia-Pacific (APAC), bolstering the agency’s already growing business in the region.  

The deal builds on WildBrain CPLG’s long-standing “Peanuts” licensing relationship across Europe, Middle East and Africa (EMEA), and, more recently India, which has seen Snoopy and the gang featured in extensive cross-category program for apparel and accessories, promotions, fast-moving consumer goods, toys and games, gifting, homewares, stationery, pet accessories and more.  

WildBrain CPLG’s “Peanuts” remit for APAC extends across Mainland China, Hong Kong, Indonesia, South Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand. 

The addition of these rights to WildBrain CPLG’s roster augments the agency’s robust growth plan in the APAC region, following newly launched dedicated offices in Seoul, Taipei and Singapore, as well as an expansion of the existing Shanghai team, announced in April.  

The Peanuts characters and related intellectual property are owned by Peanuts Worldwide, a company controlled by WildBrain, the family of Charles M. Schulz, and Sony Music Entertainment (Japan) Inc. who also remain the brand’s agency for Japan.  

Additionally, as part of a series of key hires to continue building leadership and expertise among the local teams, WildBrain CPLG has appointed industry veteran Ben Peace as vice president, APAC, to spearhead strategy and growth in the region (excluding Greater China). Peace will be based out of WildBrain’s Singapore offices. 

Peace has more than 15 years of experience in the licensing and media industry with a deep knowledge of conceptualizing and implementing commercial strategy in the APAC region. He joins WildBrain CPLG from Hasbro, where he is senior director, licensing, Asia. Prior to Hasbro, Peace worked at Universal Pictures, where he launched their merchandising business in Southeast Asia, following roles in global licensing and sales for the home entertainment division of the company. He has also held management positions at Aldi and Procter & Gamble. 

Peace commences his role at WildBrain CPLG in September and will be reporting to Maarten Weck, executive vice president and managing director, WildBrain CPLG, who is also responsible for the management of the overall team and business across APAC. 

WildBrain China’s existing licensing team in Shanghai will be expanded and renamed WildBrain CPLG China, reporting to Jianbo Wei, managing director, China, working closely with Weck and Peace. Wei will also continue to oversee WildBrain’s content business in China.  

“Peanuts has a strong legacy around the world, and at WildBrain CPLG we have unrivaled knowledge and passion for this iconic brand,” says Weck. “In APAC specifically, with Jianbo and his growing team in China, and Ben joining us as one of many new world-class hires planned for the region, we are ideally placed to push ahead with growth for Peanuts, as well as for our expanding representation slate of entertainment, sports and lifestyle brands.” 

“Peanuts” is the first new major representation signed by WildBrain CPLG in the territory since the agency announced its expansion into APAC earlier this year. The expansion grows WildBrain CPLG’s global footprint to 20 offices and 90 countries, with operations across North America, Europe, the Middle East and Asia Pacific. 

“We’re delighted to partner with WildBrain CPLG in key territories across APAC to deliver exceptional consumer products solutions for our licensees and amazing Peanuts fans,” says Tim Erickson, executive vice president, brand, Peanuts Worldwide. “’Peanuts’ continues to drive deep connections with fans of all ages, and we’re excited to further establish Charles Schulz’s nearly 75-year legacy in this important region. We have a successful partnership with WildBrain CPLG across Europe, and we look forward now to extending these best practices into the high-growth APAC region.”