WildBrain Extends Peanuts Representation to India  

The agency's India office builds local cross‐category merchandise offerings for Snoopy and the Peanuts gang.
License Global

January 27, 2022

Snoopy clothing from one of WildBrain's CPLG licensors
Wildbrain CPLG/Peanuts

WildBrain CPLG is expanding its multi‐territory representation deal with Peanuts Worldwide to include the Indian market. Under its recently launched dedicated India office, WildBrain CPLG will build on its EMEA partnership for the Peanuts character brand and assemble a local cross‐category program targeting apparel, gifting, homewares, stationery, pet accessories and promotions for all demographics. 

WildBrain CPLG's new licensing operations in India are led by Neesha Krishna, managing director MENA and South Asia, who will lead the local strategy for Peanuts in the region on behalf of Peanuts Worldwide, working with Mangesh Hande, commercial director for India, and reporting to Pau Pascual, vice president, southern Europe, MENA and South Asia. 

India is the latest in consolidating Peanuts territory rights under WildBrain CPLG since the brand's acquisition by the agency's parent company WildBrain in 2017. WildBrain CPLG's existing remit for Peanuts covers the U.K., France, Spain, Italy, Central

and Eastern Europe, MENA, Germany, Austria and Switzerland, Benelux, Greece, Turkey, Russia and the Nordics. 

"Our expanded presence with WildBrain CPLG over the past several years has resulted in meaningful growth and collaboration across the EMEA region," says Tim Erickson, executive vice president, brand, Peanuts Worldwide. "Bringing India into that portfolio allows us to continue building this important market and strengthen Peanuts' existing MENA business." 

"We're seeing huge success for Peanuts across all markets with stand‐out new lines and innovative executions," says Maarten Weck, executive vice president, managing director, WildBrain CPLG. "The expansion of our Peanuts representation into India marks a significant step in strengthening our global footprint and growing our dedicated territory operations. A brand with Peanuts' heritage and cross‐demographic appeal offers significant opportunities for partners and retailers in the burgeoning Indian region, and we'll utilize our vast experience to find the right partners to engage local consumers." 

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