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WildBrain CPLG adds CP agency rights for Peanuts brand in APAC

WildBrain CPLG has been appointed by Peanuts Worldwide as the exclusive licensing agent for the Peanuts brand in Asia-Pacific, bolstering the agency’s already growing business in the region.

The deal builds on WildBrain CPLG’s long-standing Peanuts licensing relationship across EMEA, and, more recently India, which has seen Snoopy and the gang featured in extensive cross category programmes for apparel and accessories, promotions, fast moving consumer goods, toys and games, gifting, homewares, stationery, pet accessories and more.

WildBrain CPLG’s Peanuts remit for APAC extends across Mainland China, Hong Kong, Indonesia, South Korea, Malaysia, the Philippines, Singapore, Taiwan and Thailand.

The addition of these rights to WildBrain CPLG’s roster augments the agency’s robust growth plan in the APAC region, following newly launched dedicated offices in Seoul, Taipei and Singapore, as well as an expansion of the existing Shanghai team.

In addition to APAC, WildBrain CPLG represents the Peanuts brand across the UK, France, Spain, Italy, Central & Eastern Europe, Middle East & North Africa, Germany, Austria & Switzerland, Benelux, Greece, Turkey, the Nordics and India.

Meanwhile, as part of a series of key hires to continue building its expertise among the local teams, WildBrain CPLG has appointed Ben Peace as vp APAC. Based out of the Singapore office, Ben will spearhead strategy and growth in the region (excluding Greater China). He will join the agency in September from Hasbro, where he is currently senior licensing director, Asia.

“As an owner of the brand and the producer of all-new Peanuts content under our long-term arrangement with Apple TV+, and now as the consumer products agency for Peanuts in more than 50 countries worldwide, our global organisation is uniquely positioned to assure the sustained growth of this remarkable IP,” commented Eric Ellenbogen, ceo and vice chair of WildBrain. “Snoopy and the gang are well-known and loved across APAC, and as we continue to roll out our new animated Peanuts content for China and the greater territory, we see unlimited opportunities to increase engagement with the brand and grow revenue considerably, with consumer products a pillar of our 360-degree brand strategy.”

Tim Erickson, evp of brand at Peanuts Worldwide, added: “We’re delighted to partner with WildBrain CPLG in key territories across APAC to deliver exceptional consumer products solutions for our licensees and amazing Peanuts fans.

“Peanuts continues to drive deep connections with fans of all ages, and we’re excited to further establish Charles Schulz’s nearly 75-year legacy in this important region. We have a successful partnership with WildBrain CPLG across Europe, and we look forward now to extending these best practices into the high-growth APAC region.”

Speaking of Ben joining the company, Maarten Weck, evp and md of WildBrain CPLG, commented: “In APAC specifically, with Jianbo and his growing team in China, and Ben joining us as one of many new world-class hires planned for the region, we are ideally placed to push ahead with growth for Peanuts, as well as for our expanding representation slate of entertainment, sports and lifestyle brands.”

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