WildBrain CPLG is expanding its multi-territory representation deal with Peanuts Worldwide to include the Indian market.
Under its recently launched dedicated India office, WildBrain CPLG will build on its successful EMEA partnership for the brand and assemble a local cross-category programme targeting apparel, gifting, homewares, stationery, pet accessories and promotions for all demographics.
The agency’s new licensing operations in India are led by Neesha Krishna, md MENA and South Asia, who will lead the local strategy for Peanuts in the region on behalf of Peanuts Worldwide, working with Mangesh Hande, commercial director for India, and reporting to Pau Pascual, vp Southern Europe, MENA and South Asia.
India is the latest in the consolidation of Peanuts territory rights under WildBrain CPLG, since the acquisition of the brand by the agency’s parent company WildBrain in 2017. The agency’s existing remit for Peanuts covers the UK, France, Spain, Italy, Central and Eastern Europe, Middle East and North Africa, Germany, Austria, Switzerland, Benelux, Greece, Turkey, Russia and the Nordics.
“Our expanded presence with WildBrain CPLG over the past several years has resulted in meaningful growth and collaboration across the EMEA region,” commented Tim Erickson, evp of brand at Peanuts Worldwide. “Bringing India into that portfolio allows us to continue building this important market and strengthen Peanuts’ existing MENA business.”
Maarten Weck, evp and md at WildBrain CPLG, added: “We’re seeing huge success for Peanuts across all markets with stand-out new lines and innovative executions. The expansion of our Peanuts representation into India marks a significant step in strengthening our global footprint and growing our dedicated territory operations.
“A brand with Peanuts’ heritage and cross-demographic appeal offers significant opportunities for partners and retailers in the burgeoning Indian region, and we’ll utilise our vast experience to find the right partners to engage local consumers.”
WildBrain CPLG has been enjoying a raft of successful collaborations in Peanuts in existing markets recently.
These include the agency’s French team activating a partnership with Lacoste for a global family fashion collaboration; M&S introducing a baby and kids’ collection in the UK for Christmas, as well as a partnership with the Dogs Trust which will see a public art trail launch in Cardiff in spring 2022; Iceberg launching apparel in Italy; promotional activations with QSR Herfy in MENA; kitchenware from Nerthus in Spain; and MyIkona creating personalised apparel, homewares and stationery in Greece.
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