TRENDS I WildBrain CPLG’s Jasen Wright on where the licensing industry is headed in 2022

“There’s a real wave of enthusiasm from across the licensing industry as we emerge (once again) from pandemic restrictions. The impact of the last two consecutive pandemic-driven years has brought many challenges, but it’s also accelerated the evolution of consumer engagement with brands, creating new opportunities. As we emerge from these difficult times, I think it’s an incredibly exciting time to be in licensing.

Two of the biggest sectors to feel the impact have been physical retail and live events, so we look forward to a resurgence of these two pivotal areas of the industry in the coming year.

We’ve explored five key trends for global brand owners, retailers and licensees alike for 2022 and beyond:

Multi-layered approaches to retail:

Physical retail continues to be hugely important – and the holiday shopping scenes in-stores underscored this – but there’s also been a significant boom, in no small part by necessity, of digital retail. Consumers will continue to demand a multi-layered shopping experience and physical and digital retail will evolve in new ways to continue to co-exist together. We’ll see more digital experiences in-store to draw customers in, as well as unique events that offer increased engagement or touchpoints with brands and products that the digital world cannot create. Going forward, we’re likely to see a brand’s overall consumer products and retail strategy embracing both digital initiatives and innovative retail activities that drive consumer experiences over and above a product purchase, such as the impressive Chupa Chups Room in Dubai.

The emerging world of NFTs:

Another interesting component in the consumer relationship with brands is NFTs and, by extension, digital currencies. NFTs (non-fungible tokens) are the buzz word for brands right now, and an increasing number of companies want to be in this space to drive brand relevancy and be at the forefront of something that will eventually be regulated and part of our everyday life. It’ll be interesting to see how this develops – it could move very quickly, and we could see digital currency and NFTs become mainstream in only a few years. Another attraction of NFTs is how they play into the collectibles trend, which has been a key part of consumer products for many years. As brands look to enhance their consumer engagement strategy through digital platforms, NFTs have become a new commercial avenue.

Innovation in location-based entertainment:

An area of the business that I believe will also emerge transformed post-pandemic is location-based entertainment, which is also the theme for Licensing Expo 2022. We were seeing the start of consumers wanting to experience brands differently before COVID-19 hit, but I think we’ll now see much more innovation in those bigger consumer experiences with brands. Crayola recently announced plans for outbound licensing of its famous Crayola Experience which will see new locations installed around the world starting in 2023. It underlines the importance of the category to a brand as it creates more consumer touchpoints – location-based entertainment provides a brand destination to extend the consumer journey.

The importance of corporate and social responsibility:

A further area that will continue to grow in 2022 is the importance of corporate responsibility and brand values. Consumers, and particularly Gen Zs, are becoming more considered in how they interact with and consume brands – it’s not just about a product’s quality or how it’s marketed, but a company’s social and corporate responsibility. Themes such as wellness and sustainability are much more engrained. Inclusivity, too, is at the forefront and not just at a corporate level, but in terms of representation, ensuring kids and families today can see themselves reflected in content and products. Corporate and social responsibility is an important business pillar, not just a passing trend.

Fresh approaches to corporate brands:

One of the ways this heightened awareness of brand values has played out is that corporate brands are entering the licensing arena in new ways, while established brands are looking for collaborations and extensions into new aisles and channels that align with their businesses. For example, we’re seeing several CPG brands now looking at how they expand from the grocery channel to become present in other places, and this is driving innovative partnerships with other brands.

We’ve recently seen this with the Froot Loops and Sweethearts cereal collaboration as well as Sweethearts and Crocs coming together for a sweet colourful collaboration. At the premium end, Tumi, a corporate brand known for luggage, and McLaren, an automotive brand, have teamed up to offer a co-branded collection inspired by their shared values of meticulous design and durability. Looking to capture new consumers or buzz-worthy headlines, brands will continue to reach across aisles to form unexpected partnerships, leaving plenty of room for creative marketing campaigns and new product innovation.

From the toy aisle to the catwalk:

We’re also seeing a resurgence in creativity, particularly in the relationship between toy and kids’ brands and high-end fashion – encapsulated in the recent Balmain and Barbie collaboration, amongst others. These partnerships reflect and embrace popular culture and add value to offerings for both parties.

In part, this has to do with nostalgia – tapping into the original consumer demographic who grew up with a now iconic toy brand. Some major children’s brands have been around for many decades and there’s an intersection where the parents, who now consume premium brands, see their children playing with a toy they themselves loved. This offers opportunities across both the luxury and toy markets in playful and surprising ways, positioning the younger brand as aspirational, which then has a halo effect to the rest of the brand and licensing programme. From our own stable of IP, we see many examples of this: Peanuts, especially, has signed many diverse but brand-relevant fashion collaborations; LEGO has collaborated with YSL fashion; and Teletubbies has expanded from its core preschool audience to reach an older Gen Z fanbase through activations such as appearances at New York Fashion Week.

I feel we’re at the start of a new phase in licensing, where there’s a willingness and openness from brands to explore new and creative paths augmented by retail and technological evolution. Lockdown may have been a time of introspection, but it has also driven innovation, and as a result I believe there are many reasons to be optimistic about 2022 and beyond.”

Jasen Wright, VP North America for WildBrain CPLG, has developed consumer product and licensing programmes for some of the world’s leading brands across food & beverage, home improvement, automotive, art, sports, lifestyle and entertainment. Wright leads a team responsible for growing WildBrain CPLG’s North American portfolio of entertainment and lifestyle brands, as well as growing licensing business for WildBrain’s proprietary properties, including Strawberry Shortcake, Caillou, Teletubbies and Chip & Potato.

 

 

Spread Group links with Peanuts Worldwide for print-on-demand babywear

Spread Group and Peanuts Worldwide are kicking off the new year with a range of baby products and designs. The collection will be offered across the whole of the EU and the UK, and will feature the lovable beagle Snoopy on baby-grows, tiny t-shirts and warm hats.

Sven Burscher, Spread Group’s Head of Licensing, says: “This partnership expands Spread Group’s offering with lovely designs for the Peanuts baby demographics. It gives the brand and its fans the option of print-on-demand, which offers a range of designs in a style, size and colour to suit them. Peanuts has positivity associated with the brand we are very excited to have Snoopy and the gang in our portfolio!”

Tara Botwick, Vice President of Territory Management, EMEA for Peanuts Worldwide, adds: “We are looking forward to growing our baby offerings in Europe, as we know that parents and grandparents want to share their love of Peanuts with the next generation. Expanding our print-on-demand business is important as we continue to reach new audiences and Spread Group is a key licensee in that category.”

Spreadshirt’s Marketplace will also host a showroom of the designs featuring Charles M. Schulz’s classic characters. More designs will be added as they come on-stream, and the collection will also include apparel for teenagers and adults.

 

Peanuts Worldwide taps brand executive and licensing expert Tim Erickson as Executive Vice President of Brand

Peanuts Worldwide has appointed the consumer products and brand executive, Tim Erickson as its Executive Vice President of Brand, Peanuts Worldwide, a role in which he will oversee the team managing the brand’s global licensing business.

Working alongside the family of Peanuts creator, Charles M. Schulz as well as WildBrain’s content and management teams and the brand’s co-owners, Sony Music Entertainment (Japan), Erickson will help sustain a global licensing approach that remains true to the heritage of the Peanuts brand.

Within his remit, Erickson will over the opening of new licensing, partnership, and retail opportunities, as well as support brand marketing and leverage new content launches. The plan is to expand the global presence of the Peanuts brand as it approaches its 75th anniversary in 2025.

Based in New York, Erickson reports to Eric Ellenbogen, CEO of WildBrain, the majority owner of Peanuts.

Ellenbogen said: “I’m delighted that Tim has joined the team at this important moment for the Peanuts brand. The response to our original series The Snoopy Show and Snoopy in Space on Apple TV+ and to our ‘Take Care With Peanuts’ initiative has been nothing short of fantastic.

“With lots more new content rolling out worldwide in the coming years in partnership with Apple TV+, the Peanuts gang has never been more popular. Working in tandem with our Peanuts content team, Tim will bring a breadth of experience at the intersection of family entertainment and consumer products that makes him the ideal person to lead the evergreen Peanuts licensing business.”

Erickson brings more than 20 years’ experience in consumer products and brand building to the role, having worked for global leaders in the space including Twentieth Century Fox, DreamWorks, Disney, and LEGO. He most recently held the position of Chief Operating Officer at the media company GoldieBlox, creating innovative STEM-focused brand experiences for girls through consumer products, retail and storytelling, as well as overseeing the company’s business development and operations.

Erickson said: “As a lifelong Peanuts fan, I’m elated to join Peanuts Worldwide. I’ve long admired Charles Schulz’s storytelling, both personally and professionally, so I look forward to engaging with the team and our partners to continue telling meaningful Peanuts stories through content, products and experiences that will engage fans for generations to come. I’m so excited about the opportunity to connect the Peanuts content pipeline with fan engagement around the world.”

Dan Dee International grows classic character plush range with Peanuts and Garfield

Dan Dee International and its Animal Adventure subsidiary, leading names in plush, pet, baby, and home decor products, have enhanced their line-up of classic characters through partnerships with ViacomCBS and Peanuts Worldwide.

Under the new deals, Dan Dee has secured the North American license for an extensive range of plush, soft seating, and baby products based on the iconic Peanuts characters, Snoopy, Charlie Brown and the Peanuts gang. In its deal with ViacomCBS, it has also secured the global plush license for the iconic Garfield IP.

 “We are thrilled to announce this agreement and join forces with Peanuts Worldwide,” said Peter Gainsley, president, Animal Adventure. “The team at Peanuts offers world-class creative and sales support to their licensing partners, and paired with the design capabilities at Animal Adventure, we are excited to bring a dynamic line of Peanuts products to market.” 

The Peanuts deal cements the existing long-standing licensing agreement held by Dan Dee for Peanuts seasonal product lines.

“Together, Dan Dee and Peanuts Worldwide have built hugely successful seasonal programs so we are delighted to offer a new line of everyday products to our customers under our Animal Adventure banner,” added Mark Matheny, head of licensing, Dan Dee.

“Dan Dee has been a great collaborator for our seasonal programs over the years,” said Lindsay Martinez, senior vice president, North American Licensing and Partnerships, Peanuts Worldwide. “Peanuts is excited to expand upon this relationship working with Animal Adventure to develop a unique, everyday range that fans of all ages will love.”

 Meanwhile, both Garfield and Odie will be moseying into the plush aisles of retailers across the globe as Dan Dee International introduces a range spanning everyday, seasonal, and animatronic plush through its partnership with ViacomCBS Consumer Products. 

“Garfield is a great fit with the broad capabilities and retailer relationships that Dan Dee has built over many years. We look forward to working closely with the world-class team at ViacomCBS to grow Garfield’s presence at retail in the coming years,” said Dan Dee’s Matheny.

Dion Vlachos, executive vice president, hardlines and retail, ViacomCBS, added: “Garfield is beloved by so many people around the world. Dan Dee’s dedication to quality and retail expertise is invaluable. They have tapped into the fans’ enthusiasm and created a new range of products that fans will love.”

Dan Dee’s Garfield products will be available from autumn 2021.

World Earth Day: Peanuts launches eco-sustainable apparel collection with Vayyu

WildBrain CPLG has secured a new partnership between Peanuts Worldwide and the luxury eco-sustainable lifestyle brand, Vayyu to introduce the firm’s first licensed apparel collection, featuring the classic Peanuts characters.

The range has launched today (April 22) to mark World Earth Day, the wide-reaching celebration and commitment to environmental protection, with a line of sustainable apparel spanning t-shirts, jumpers, vests, and hats for both men and women. The range will be available at select retailers as well as vayyu.com.

The Peanuts x Vayyu collection will feature garments designed by students from Nottingham Trent University in the UK, following a fashion design competition supported by Peanuts Worldwide and Vayyu. It saw final year students in NTU’s BA Fashion Design course challenged to develop a unisex collection called ‘Snoopy Just Got Green’ to embody Vayyu’s ethos of design responsibility and sustainability.

The students were tasked with bringing their ideas to life through the colours of nature and the characters of Snoopy and the much-loved Peanuts gang.

Over 50 students took part in the competition, and the designs were judged by the university’s lecturers as well as representatives from Peanuts Worldwide, Vayyu and WildBrain CPLG. Competition winner Alex Bolton, as well as runners up Tom Chin and Alice Doyle, will see a selection of their designs included as part of the new Vayyu x Peanuts collection, and stocked at a Vayyu pop-up shop in London his summer and also at NTU’s store.

The students also receive a set of the final collection garments featuring their respective designs, a percentage of the net profit from sales made of their designs and work experience with Vayyu.

The Peanuts x Vayyu collection and the NTU design challenge is part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth. In honour of Earth Day, Peanuts Worldwide has also recently released its latest original short as part of the campaign titled “Take Care of the Earth: Choose to Reuse”.

Tara Botwick, senior director, territory management EMEA at Peanuts Worldwide, said: “With consumers looking to make more environmentally friendly choices, we knew that Vayyu’s commitment to creating ethical and sustainable products would make them an ideal partner to expand our premium apparel offering for Peanuts.

“What’s more, the Nottingham Trent University students have done a fantastic job at immersing themselves in the Peanuts archives and creating concepts that were focused on protecting the environment and natural world. The whole collection is timely, eye-catching and bold and we’re confident this is just the start on a successful long-term partnership with Vayyu.”

Chris Desai, founder and director at Vayyu, added: “With Peanuts being one of the world’s most iconic brands and Vayyu leading the way in sustainable luxury fashion, it’s hugely exciting to champion environmental conservation together. The remarkable ‘Take Care with Peanuts’ initiative shows how brands can lead the way in making this world a better place and as we continue driving sustainability in fashion, we’re proud to bring this new collection to market.”

As an organic sustainable brand launched in London four years ago, Vayyu was ranked the second most ethical company in the UK by the Good Shopping Guide 2018. The brand supports a number of global environmental conservation initiatives through its charity, the Vayyu Foundation.

With shared environmental values, Nottingham Trent University is one of the most sustainable universities in the world. It ranked third in the UK by the People and Planet University League, and fifth globally in the UI GreenMetric.

Peanuts Worldwide continues its 70th celebrations with new European and Middle East partners

As Peanuts continues to celebrate its 70th anniversary this year, its licensing agency, WildBrain CPLG has inked a new wave of deals across Europe and the Middle East, with new collections inspired by Snoopy, Charlie Brown, and the Peanuts gang.

The swathe of new deals with take the Peanuts property into new partnerships across fashion, accessories, homewares and gifts for children and adults.

New collaborations in the UK include Cath Kidston for a Peanuts 70th anniversary collection spanning fashion, homewares and accessories; Vayyu for an autumn/winter fashion collection for men and women; Cribstar for its second Peanuts kids’ apparel collection; Flamingo Candles for a range of scented candles; and Bamford for adult watches.

Completing the UK line-up is Tatty Devine who will launch its second Peanuts-inspired jewellery collection, and BeArty who will launch a collection of digital wall art.

Next, and from Spain, Bershka is launching a fashion collection; Andres Gallardo is on board for a range of handmade jewellery; and Woodys has created a range of 70th anniversary eyewear featuring the Peanuts gang. Also in the region, Panapop has launched a range of accessories and watches, and fashion retailer Desigual launched an apparel collection for both kids and adults.

In Germany, new collections include MDM for 70th anniversary commemorative coins, and s.Oliver for a Peanuts women’s fashion collaboration. Together with Peanuts Worldwide, WildBrain CPLG executed a publicity campaign for Peanuts’ 70th anniversary in Germany which resulted in extensive broadcast, print, online and social media coverage.

For the Middle East and North Africa, Babyshop has created a themed children’s fashion collection.

Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide, said: “It’s been an exciting year for Peanuts and it’s fantastic to see the continued expansion of the merchandise offering for fans across Europe and beyond.

“From on-trend fashion collections, through thoughtful gifts and luxury accessories, these new ranges offer something for Peanuts fans of all ages.”

Charles M. Schulz first introduced Charlie Brown to the world in the comics pages of seven American newspapers in 1950. In the following days and years, he was joined by friends Lucy and Linus, his sister Sally, and, of course, everyone’s favorite beagle, Snoopy.

Seven decades later, the Peanuts gang has left an indelible mark on global pop culture and this fall has seen an abundance of merchandise celebrating the brand’s 70th anniversary around the world.

Peanuts Worldwide continues its 70th celebrations with new European and Middle East partners

As Peanuts continues to celebrate its 70th anniversary this year, its licensing agency, WildBrain CPLG has inked a new wave of deals across Europe and the Middle East, with new collections inspired by Snoopy, Charlie Brown, and the Peanuts gang.

The swathe of new deals with take the Peanuts property into new partnerships across fashion, accessories, homewares and gifts for children and adults.

New collaborations in the UK include Cath Kidston for a Peanuts 70th anniversary collection spanning fashion, homewares and accessories; Vayyu for an autumn/winter fashion collection for men and women; Cribstar for its second Peanuts kids’ apparel collection; Flamingo Candles for a range of scented candles; and Bamford for adult watches.

Completing the UK line-up is Tatty Devine who will launch its second Peanuts-inspired jewellery collection, and BeArty who will launch a collection of digital wall art.

Next, and from Spain, Bershka is launching a fashion collection; Andres Gallardo is on board for a range of handmade jewellery; and Woodys has created a range of 70th anniversary eyewear featuring the Peanuts gang. Also in the region, Panapop has launched a range of accessories and watches, and fashion retailer Desigual launched an apparel collection for both kids and adults.

In Germany, new collections include MDM for 70th anniversary commemorative coins, and s.Oliver for a Peanuts women’s fashion collaboration. Together with Peanuts Worldwide, WildBrain CPLG executed a publicity campaign for Peanuts’ 70th anniversary in Germany which resulted in extensive broadcast, print, online and social media coverage.

For the Middle East and North Africa, Babyshop has created a themed children’s fashion collection.

Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide, said: “It’s been an exciting year for Peanuts and it’s fantastic to see the continued expansion of the merchandise offering for fans across Europe and beyond.

“From on-trend fashion collections, through thoughtful gifts and luxury accessories, these new ranges offer something for Peanuts fans of all ages.”

Charles M. Schulz first introduced Charlie Brown to the world in the comics pages of seven American newspapers in 1950. In the following days and years, he was joined by friends Lucy and Linus, his sister Sally, and, of course, everyone’s favorite beagle, Snoopy.

Seven decades later, the Peanuts gang has left an indelible mark on global pop culture and this fall has seen an abundance of merchandise celebrating the brand’s 70th anniversary around the world.

Domestic appliance brand Smeg celebrates 70 years of Peanuts with limited edition model

The Italian domestic appliance brand, Smeg, is marking the 70th anniversary of the world-loved Peanuts brand with the launch of a limited edition refrigerator. In a deal brokered by WildBrain CPLG, Smeg will now produce 70 Peanuts commemorative refrigerators, one for each year of the brand’s existence.

The limited edition model will take the form of Smeg’s own popular 1950s family mini fridge FAB10, which will feature an illustration taken from the Peanuts comic strip. It will depict Snoopy alongside his cherished doghouse along with his friend, Woodstock.

Each fridge in the series will be decorated with a silver plaque showing its unique product number.

The Peanuts refrigerator will be available at Smeg’s stores and subsidiaries across Europe from November, with a retail price of €1299. Smeg will support the launch through window displays, social media and influencer activity.

Tara Botwick, senior director territory management for Peanuts Worldwide, said: “With Smeg known as one of the most popular names in home appliances thanks to the brand’s iconic retro style, colourful designs and reputation for quality, they are an excellent company to create a memorable product for Peanuts’ 70th anniversary milestone.

“We look forward to seeing this eye-catching refrigerator take pride of place in the homes of Peanuts fans across Europe.”

Polish streetwear brand PLNY LALA marks 70 years of Peanuts with new collection

WildBrain CPLG is marking the 70th anniversary of the Peanuts brand through a new partnership with the Polish streetwear brand, PLNY LALA. Brokered on behalf of Peanuts Worldwide, the deal will see the launch of a range of sweatshirts, t-shirts, dresses, tops, and socks all inspired by Snoopy and the Peanuts gang.

The collection has been launched in anticipation of October 2, the official 70th anniversary of the date that Charles M. Schulz first introduced the world to the Peanuts characters when the comic strip made its debut in seven American newspapers. Since then, Charlie Brown, Snoopy and the Peanuts gang have gone on to leave an indelible mark on pop culture.

The new PLNY LALA range is part of a global campaign with licensors that will be rolling out from Peanuts Worldwide this autumn.

Tara Botwick, senior director, international territory management, EMEA at Peanuts Worldwide, said: “With a focus on empowering its customer base and taking a fresh, playful approach to its influential collections, we knew that PLNY LALA would be an ideal fashion partner as well as a tentpole licensee as we look to ramp up a wide programme for Peanuts worldwide and across the CEE territories specifically. It’s an exciting collaboration that we feel sets the tone for our ambitions in the region and globally.”

Elisa Minetti, creative director and designer at PLNY LALA, added: “I’m excited to be teaming up with WildBrain CPLG again and this time working with Snoopy and the Peanuts squad. Our collaboration emphasises the global trends that PLNY LALA is at the forefront of in the local Polish market.

“My creative process for the range has involved combining iconic Peanuts cartoon artwork, with streetwear for women who carry an inner girl flame, which has resulted in a collection that is ideal for a feisty LALA girl. This autumn, Peanuts celebrates its 70th anniversary of the first comic strip’s debut. Let’s continue this inspiring journey together.”

Now available to purchase exclusively in PLNY LALA’s stores and online at www.plnylala.pl, the launch is being supported by in-store POS, a dedicated website landing page, social media and influencer product seeding, a look book, and a pop-up store in Warsaw. Items in the collection are priced between 39.00 – 599.00 PLN and are offered in a range of sizes.

The new partnership bolsters existing Peanuts fashion offerings secured by WildBrain CPLG in Central and Eastern Europe, which include: Polish retailer Smyk for a DTR range which is now launching; LPP for teen and adult collections available at Reserved, Reserved Kids, House, Sinsay and Sinsay Kids; and a range from E Plus M which is being focused towards teens and adults.

Beyond fashion, Carbotex will soon launch its first range of Peanuts homewares, and ERT launched a range of mobile accessories earlier this year.

Rainbow Designs celebrates 70 years of Snoopy with new Peanuts collections

WildBrain CPLG has appointed Rainbow Designs its new plush partner for two distinctive collections starring Charles M Schulz’s iconic Snoopy and Woodstock characters.

The Everyone Loves Snoopy plush gift collection presents Snoopy and Woodstock in their traditional formats and is billed as ‘perfect for fans of all ages’. Meanwhile, the My First Snoopy collection has been created for babies and young children to encourage early developmental skills.

The infant collection features multiple variations of Peanuts plush toys, ranging from rattles and comfort blankets to 25cm baby soft cuddly toys.

The collaboration is perfectly timed, as the new show Snoopy in Space launched on Apple TV+ in November of last year. The STEM-based series celebrates the long history between Peanuts and NASA and brings Snoopy and the gang to the fore for a new generation as the brand gears up for its 70th anniversary in 2020.

“Plush has always been a key category for the Peanuts brand, with Snoopy plush often serving as children’s introduction to the brand,” said Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide. “Rainbow Designs understands the importance of this connection and has a legacy of working with classic characters, which makes them an excellent fit for Peanuts.”

MD of Rainbow Designs, Anthony Temple, is delighted to have Snoopy and friends back home. “Snoopy has been an important character at Rainbow over the years,” said Temple.

“It is exciting to be commemorating the 70th Anniversary of Peanuts with the launch of two beautiful and iconic collections that will truly celebrate Snoopy and friends with Peanuts fans of all ages.”

The Everyone Loves Snoopy and My First Snoopy Collections will be available in all good toy and gift stores Autumn Winter 2020.