WildBrain CPLG Expands Peanuts European Licensing Program

Cross-category deals secured; Nordic representation rights added to agency’s remit beginning this July.

License Global

July 6, 2021

3 Min Read

WildBrain CPLG has secured a new wave of European partners for the character brand Peanuts. Brokered on behalf of Peanuts Worldwide, the latest collection of deals sees ranges launching across fashion, accessories, homewares and gifts for both children and adults.

In addition, WildBrain CPLG is expanding its representation of Peanuts with Nordic representation rights added to the agency’s existing remit.

“A key part of our Peanuts brand strategy is ensuring we’re continually innovating and reaching our fans in unique ways,” says Tara Botwick, senior director, territory management, EMEA, Peanuts Worldwide. “This latest wave of licensees and distinctive new collection launches promises to offer consumers of all ages some really fun and creative ways of engaging with Snoopy and the gang.”

WildBrain CPLG’s Benelux team has inked deals with partners, including:

  • Dutch beachwear brand Shiwi (Luxor Fashion Group) for a spring/summer 2021 collection targeted at boys, girls and men;

  • Eastpak for Peanuts backpacks and travel bags, launching worldwide in July; and

  • Leomil for a girls and women’s footwear range, set to roll out across Europe in spring/summer 2022.


WildBrain CPLG’s Germany, Austria and Switzerland team continues to extend its PUMA partnership with a second collection of kids’ footwear, apparel and accessories inspired by Peanuts launching worldwide in July, following a collection this past spring. The pet food brand Platinum has also been signed for a promotional deal, featuring Snoopy as its brand ambassador for a digital marketing campaign across Europe.

In Spain, Andres Gallardo has launched its second handcrafted Peanuts collection, Dime Que Me Quieres has recently debuted a handmade jewelry range and Zara Home has introduced a new line of babywear, towels, homeware and accessories at its stores and website worldwide. In Greece, Giovas will launch bags and accessories for its a new back-to-school Peanuts collection.

For the U.K., new spring/summer apparel collections have launched from existing partners, including the baby and kidswear brand Cribstar and the adult fashion brand Vintage Supply. Childrenswear brand Lil’ Cubs and candle company Flamingo Candles have both introduced its first Peanuts ranges. In Italy, WildBrain CPLG’s local team has secured a deal with MyBeautyBox, which saw the monthly makeup subscription service’s June mystery box dedicated to Peanuts and italian publishing partner Foto Edizoni is adding Peanuts comic strips to its monthly crossword magazine and also launching a bi-monthly Peanuts-themed kids and teen crossword magazine.

WildBrain CPLG’s France team has secured deals with Parisian fashion design studio Sandro, which saw the recent worldwide launch of a Peanuts men’s capsule collection, and also with local fashion brand Cyrillus for a baby and children’s collection. In Central and Eastern Europe, MPTECH has been signed for stationery and back-to-school items with the first collection launching for back-to-school 2021.

“The timeless Peanuts brand continues to prove its enduring popularity among a broad range of consumers, retailers and licensees across Europe and beyond, as demonstrated by these latest product ranges from both new and long-term partners,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG. “With the European licensing program continuing to diversify and gain further momentum, it’s also fantastic to extend our remit and represent the brand across the Nordic market, which offers significant potential for additional growth.”

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License Global

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