The comic strip was written and illustrated by Charles M Schulz, featuring the character, Snoopy and the earliest example of product licensing dates back to 1952 with the first reprint book, progressing quickly to all merchandise categories.
Today, the brand reaches consumers worldwide through the comic strip, TV, DVD and digital distribution and via consumer products created by over 1000 licensees. The original series has also been digitally remastered and UK broadcasters are now being approached.
In the UK, there are over 28 licensees and the programme is driven by the apparel category, which experiences success with an established programme across the High Street and grocers.
Fashion UK targets fashion-forward retailers, Knitmania offers a range of menswear and Akroyd/TDP Licensing, Blues Clothing and Silverknit cover the younger markets.
Peanuts also has a long-standing relationship with Marks and Spencer, a long-standing partner for over seven years.
Aside from apparel, the plush and gift line from Rainbow designs has seen strong sell through and specialises in strong branding and packaging to unify product ranges and has wide distribution through gift and stationery retailers.
CPLG has represented the Peanuts brand in several European territories, including Spain, Portugal, Germany and France for over a decade and the deal extended to the UK this year.
The firm is currently striving to coordinate activity that brings together the current fragmented retail base and has appointed Somerbond and BC International in the UK, who both boast strong fashion retail distribution.
The Peanuts brand is steeped in history and thus appeals to a wide audience. As such, CPLG works on a multi-tiered approach with its licensees, targeting adults with gift and collectable lines focusing on the retro appeal of the brand.
The tween and young adult audience predominantly targets females aged eight to 24 years old and focuses on design-led fashion products. Finally, there is a brand extension called Snoopy Baby’s Best Friend, which is a new opportunity for the UK focusing on products targeting 0 to two year-olds.
When building the licensing programme, CPLG is careful to work with highly respected licensees who understand the heritage of the Peanuts brand and who will enhance the programme with their involvement. The large online artwork resource helps to ensure the most appropriate style is tailored to each product.
A range of attributes has helped Peanuts to remain popular and stand the test of time until its 60th anniversary. CPLG believes the brand’s strongest points are the humour, strong design and broad appeal across age and gender demographics.
To celebrate this, a worldwide 60th anniversary programme will run from late 2009 throughout 2010. Licensees will use special edition packaging and design inspiration, focusing on the evolution of the characters through a then and now theme.
There will also be opportunities to pull product together cross category at retail and CPLG is in discussions with retail and promotional partners to support the activity.