Peanuts Celebrates Multigenerational Fandom With New Licensing Partnerships and Experiences
Peanuts™ celebrates its landmark 75th anniversary year with a dynamic line-up of new licensing partnerships and experiences brokered by WildBrain CPLG that amplify the global multigenerational fandom for this beloved brand. WildBrain CPLG represents the Peanuts brand on behalf of Peanuts Worldwide in Europe, the Middle East, Africa (EMEA), India and Asia-Pacific (APAC).
The partnerships news follows closely on the heels of the global launch of “Snoopy Presents: A Summer Musical”—an all-new original Peanuts special that premiered in August on Apple TV+. This latest instalment, under the acclaimed Snoopy Presents banner from Peanuts and WildBrain, marks the first Peanuts musical in over three decades. Featuring original songs by Emmy Award nominees Ben Folds and Jeff Morrow, alongside the veteran Broadway composing duo Alan Zachary and Michael Weiner, the special brings a fresh musical dimension to the beloved franchise.
Meike de Vaere, VP Partnerships and Business Development, WildBrain CPLG, said: “What’s so exciting about these anniversary collaborations—beyond the impressive breadth of partners—is the diverse and creative ways multi-generational fans are engaging with Peanuts. As we honour the legacy of this timeless brand, we’re delivering programs that span standout cross-category products and immersive experiences, designed to create meaningful moments for fans in a truly 360-degree way. And with the brand’s official anniversary on 2nd October still to come, there’s even more to look forward to this year.”
Lisa Silverman Meyers, SVP International Licensing & Partnerships, Peanuts Worldwide, added: “Our filter for partnerships is always – does the partnership align with Peanuts’ authenticity and will this delight fans? Each of these programs enhance and deepen engagement with Peanuts and partners alike. They speak to Peanuts’ ability to connect across generations. The fandom for these beloved characters remains stronger than ever. We’re heading into 2026 with significant momentum and look forward to seeing even more excitement with Peanuts in the years to come.”
New and expanded global Peanuts collaborations
Kipling is unveiling its second Peanuts collection this month—featuring a playful fusion of nostalgia and everyday style. From uniquely designed bags to charming accessories, this drop brings Peanuts’ iconic spirit to life with a fun, functional twist. Kith has expanded its Peanuts apparel and accessories range with a second collection of high-end products for men and kids available globally, while Italian sport brand Diadora has also launched its second capsule collection featuring apparel and footwear for kids. In further global fashion collaborations, long-standing partner Benetton has rolled out a new kids’ line, as well as polo shirts for both adults and kids, in celebration of the 75th anniversary, while Iceberg is introducing a luxury apparel range for men and women this autumn. Luxury jewellery designer Alice Sunderland is set to unveil a high-end Peanuts collection globally in October.
Pop Mart’s 75th anniversary range of blind box figurines, spanning the Peanuts gang in classic scenes, rolled out at retail worldwide to delight fans of all ages. The UK’s Royal Mail has released a charming set of limited-edition stamps and collectibles, with each stamp featuring iconic artwork from the classic comic strip and with quintessentially British touches. Long-standing Peanuts partner Zara Home unveiled its most extensive homewares range yet, featuring over 80 designs and highlighting even more Peanuts characters across plush, kids’ apparel, duvet sets and pillows.
Stradivarius has marked the 75th anniversary with a new range of apparel, including a 3D bag charm, while Globetrotter has launched a second collection of suitcases, bags and accessories across high-end retailers, such as Selfridges. CASETiFY’s sports themed summer Peanuts collection of phone cases, keyrings and headphone cases has captivated fans internationally, while Miniso has expanded its range of Peanuts-themed stationery and accessories available in its stores worldwide.
New Peanuts products and experiences for fans in Asia-Pacific
The brand-new Peanuts exhibition, How Do You Do Snoopy? 75 Years: A Journey of Friendship Through Art, featuring four thematic areas, 21 different artists, 24 international fashion brands and more, made its second stop in Bangkok, Thailand, opening earlier this month following its successful launch in Taipei in June. Further tour locations are planned in China and Korea through 2026. How Do You Do, Snoopy? 75 Years: A Journey of Friendship Through Art is curated by Yuling Wang of Blue Dragon Art Company, in conjunction with the Charles M. Schulz Museum and Research Center, with Daisuke Kusakari, Creative Director of the Snoopy Museum Tokyo, joining the curatorial team. The Snoopy Place Café in Shinsegae Gangnam, South Korea, which opened in October last year and has attracted thousands of visitors, will also be rolled out to new locations in South Korea. In addition, Peanuts was the star of a multi-category activation at Shinsegae Department store in Seoul, Korea, while in Thailand, Central Pattana mall group activated with Peanuts in 39 malls across the country.
In another immersive experience for multi-generational fans, a Peanuts x PAWS toy brand launched a dedicated pop-up shop and exhibit featuring 13 local artists that is currently touring across mainland China with exclusive Peanuts products available for fans. The Penghu Fireworks Festival in Taiwan saw Snoopy take to the skies in a series of spectacular 75th anniversary drone shows for over half a million attendees. The partnership also included a sell-out pop-up store, featuring an array of products, including light-up and interactive figurines from Jean Culture & Creative Co. Also tied to the festival, a café promotion with My Warm Day included a Peanuts-themed menu, store takeovers and co-branded merchandise, with fans queueing for over an hour on the opening weekend to get their hands on the plush.
In further consumer product launches across Asia, Taiwan’s Dragon Boat Festival provided a standout moment for Peanuts, with Jia Jia releasing a limited-edition 75th anniversary-themed Snoopy and Olaf plush—selling out in record time. Pinkoi has unveiled a charming stationery and homewares collection featuring phone straps, tote bags, luggage cases and more, bringing Peanuts into everyday moments for fans in Taiwan. Peanuts also expanded their partnership with Starlux into new markets, including Japan and the US.
On the heels of the groundbreaking global Peanuts x Starbucks program in April, WildBrain CPLG worked with Starbucks China to unveil an exclusive range of Peanuts products, including a Snoopy doghouse-shaped storage canister, reusable cup, measuring spoon, tote bag and sticker set—blending design and utility in a playful way. In China’s healthcare sector, Classico launched a collection of Peanuts-themed embroidered scrubs, offering medical professionals a fun and expressive twist on everyday workwear. In Southeast Asia, Bebe Plum introduced a women’s capsule collection for fans in Indonesia, and in the Philippines, Crossmerchant is set to release a new range of Peanuts bags this autumn—further expanding the brand’s fashion footprint across the region.
New consumer products in EMEA and the U.K.
In pan-European collaborations, Vondels will introduce premium Snoopy-themed Christmas tree decorations, while Difuzed has launched a trend-forward range of bags and accessories. Easywalker has debuted a uniquely designed stroller inspired by the iconic brand, and Chinti & Parker has released a luxury 75th anniversary apparel collection. Long-standing retail partners across EMEA—including Primark, H&M, Womensecret, C&A, Zara, Riva, and Babyshop—have all expanded their Peanuts ranges in celebration of the brand’s 75th anniversary.
In the UK, Grind Coffee delivered its most successful collaboration to date with Peanuts, featuring a sell-out collection of caps and T-shirts available at its flagship Shoreditch pop-up and online store. This autumn, London’s iconic Fleet Street will play host to a Snoopy Sculpture Trail, created in partnership with Wild in Art, offering fans a playful and immersive way to engage with the brand. A Peanuts and Wild health-and-beauty collection is set to launch in December 2025, expanding the brand’s footprint in lifestyle and wellness.
In the Netherlands, Post NL is unveiling a range of stamps to commemorate the 75th anniversary year this month, while in Germany, heritage brand Vossen will launch a line of homewares, towels and other items in October. Iconic plush partner Steiff will continue their sellout 75th Anniversary program with new launches in collectible bag charms as well as every day and collector items.
This past April, Peanuts launched the critically acclaimed exhibit, Snoopy in Style: A History of Peanuts and Fashion in France. As part of the exhibit, Leblon Delienne worked with renowned designer (and Snoopy superfan) Jean-Charles de Castelbajac to create a striking King Snoopy statue. Longstanding luxury watch partner Bamford also created a special edition timepiece in celebration of the exhibit. Separately, Le Bon Marché launched an exclusive “I love you like a dog” capsule collection, featuring Peanuts-themed stationery and apparel inspired by the iconic Rive Gauche slogan, alongside a curated selection of pet accessories available only at its Paris store. A heartwarming collaboration between Monnaie de Paris and Peanuts sees the launch of a unique collection of coins and medals that blends French craftsmanship with timeless pop culture. In Spain, Brava Fabrics introduced a vibrant tennis- and summer-themed Peanuts apparel collection, including socks, bringing playful seasonal energy to fans across the region.
To learn more about licensing opportunities for Peanuts in EMEA, APAC and India, visit the WildBrain CPLG team at Brand Licensing Europe at stand B171.