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Global lifestyle brand, MINISO unveils Peanuts collaboration

Design-led lifestyle product specialist, MINISO has confirmed a new partnership with the Peanuts brand.

The IP collaboration was signed on 1 July at MINISO’s 2023 Second Half Global Partners Strategy Summit in New York, with Snoopy making a special appearance at the ceremony.

The partnership was brokered on behalf of Peanuts Worldwide by the Shanghai team at WildBrain CPLG.

The MINISO x Peanuts collaboration will initially launch with Snoopy Birthday Party and Snoopy Summer Travel collections. These will feature Charlie Brown’s famous four-legged friend across more than 300 different products in the toys, bags and accessories, stationery and lifestyle product categories.

The partnership will last for two years and will be launched in China in August of this year, and worldwide starting from October. More merchandise collections will roll out over the term of the partnership featuring additional characters from Peanuts.

“This MINISO relationship represents a new opportunity to serve our fans around the world,” commented Lisa Silverman Meyers, svp of international licensing at Peanuts Worldwide. “We’re always looking for ways to bring our characters to new audiences and to grow the legacy of the Peanuts brand. MINISO has an outstanding record of fabulous IP collections, so I am looking forward to seeing this collection come to life to delight fans of both Peanuts and MINISO.”

Ada Dou, evp at MINISO, continued: “This is a hugely exciting deal for both MINISO and Snoopy fans. Partnering with the world’s biggest IPs is a key part of our strategy as we look to transform into a global lifestyle super brand. So far, our IP collaborations have brought joy to countless shoppers across more than 5,500 MINISO stores around the world, and I have no doubt that the new Snoopy collection will do the same.”

MINISO has already worked with some of the world’s biggest IP owners. To date, the brand has developed collections with over 80 licences.

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