Peanuts Looks to Live Experiences

Bay Laurel Advisors will help expand the classic brand into new live categories.

Peanuts Worldwide, a joint venture owned by Iconix Brand Group, has retained Bay Laurel Advisors with the goal to expand the Peanuts IP into new live event and experience categories.

Bay Laurel will work with Peanuts to strategically plan and execute the creation of guest experiences for theme parks, family entertainment centers and other location-based entertainment venues.

Currently the IP has a presence in Cedar Fair Theme Parks and at Universal Studios Japan.

“Peanuts Worldwide is strategically looking to expand its location based entertainment presence for the Peanuts brand to other territories around the globe beyond what already successfully exists in the U.S. and Japan. Partnering with a category expert like Bay Laurel sets us on a clear path to achieve this goal,” says Rosalind Nowicki, executive vice president, Peanuts Worldwide and Iconix Entertainment.

“Peanuts is a refreshing alternative to action/thrill-oriented IPs. There are very few brands that reach the family demographic with such complete delight and humor. Peanuts is an enduring, highly respected brand that we are proud to represent, and we look forward to introducing it to designers, producers and developers,” says George Wade, president and founder, Bay Laurel Advisors. “This brand has incredible worldwide appeal.” 

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