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How Peanuts went from Paper to Platinum

Source catches up with Peanuts Worldwide to find out more on the brand’s 70th anniversary.

The origins of Charlie Brown as a comic strip which launched on October 2, 1950, will be the basis of the 70th birthday celebrations of Peanuts.

Roz Nowicki, evp Peanuts Worldwide, comments: “The programme has been dubbed ‘From Paper to Platinum’, drawing on the origins of the Peanuts comic strip and this important landmark.

“A number of partners around the world will be riffing on this theme with platinum-coloured paper-inspired products in development.”

Hallmark – a licensee for the property for six of its seven decades – will release a collection of products tying into the anniversary. There will also be some high-end collaborations throughout 2020.

Central to the activity will be experience, as Peanuts works with partners to focus on allowing fans to immerse themselves in the brand. The Snoopy Museum in Tokyo, for example, reopened in a new permanent home last year, kicking off celebrations in Japan.

The Snoopy Museum in Tokyo is an offshoot of the Charles M. Schulz Museum in Santa Rosa, California and a collaboration with Sony Creative Products.
The Snoopy Museum in Tokyo is an offshoot of the Charles M. Schulz Museum in Santa Rosa, California and a collaboration with Sony Creative Products.

The licensing strategy follows suit. Roz explains: “It is undeniable that Snoopy and the rest of the gang have a style all their own that lends itself perfectly to a wide range of product.”

The theme of staying true to the brand is what Roz feels is key to Peanuts’ success: “Peanuts is a brand that has maintained its relevance by staying true to itself. We always keep the comic strip at the heart of everything we do, ensuring characters remain honest and authentic.”

Peanuts is simultaneously keen to move with the times. This was shown last year in the relationship with AppleTV+ which launched with Snoopy in Space, helping it to reach new fans, while incorporating the 50+ year partnership with NASA.

Going forward, Peanuts will continue to place emphasis on experience. Roz concludes: “We want Peanuts to continue to be a part of childhood that parents and grandparents can share with younger generations. Making memories through experiences is a key part of ensuring lifelong fans.”

This feature originally appeared in the spring 2020 edition of Licensing Source Book. To read the full publication, click on this link.

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