By Allison Watkinson
WildBrain CPLG is expanding its multi‐territory representation deal with Peanuts Worldwide to include the massive Indian market.
The company plans to release a local cross‐category consumer products programme that targets apparel, gifting, homewares, stationery, pet accessories and promotions for all demographics.
WildBrain CPLG is a global leader in entertainment and brand licensing agencies. With 50 years of experience in the industry, WildBrain provides its clients with licensing and marketing professionals, fully integrated product development, legal services, and accounting services.
Under its recently launched India office, WildBrain CPLG will build on its successful EMEA partnership for the licensed Peanuts character brand.
“Our expanded presence with WildBrain CPLG over the past several years has resulted in meaningful growth and collaboration across the EMEA region.” said Tim Erickson, Executive Vice President of Brand at Peanuts Worldwide. “Bringing India into that portfolio allows us to continue building this important market and strengthen Peanuts’ existing MENA business.”
WildBrain CPLG’s new licensing operations in the region are led by Managing Director for MENA and South Asia, Neesha Krishna. Krishna will lead the local strategy for Peanuts on behalf of Peanuts Worldwide.
She will be 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.
WildBrain has seen a number of successful collaborations for Peanuts in existing markets.
“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.” said Maarten Weck, Executive Vice President & Managing Director at WildBrain CPLG. “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.”
The agency’s French team recently activated a partnership with Lacoste for a global family fashion collaboration and also secured Nocibe for a health and beauty range, YSL for a Peanuts jumper, and Swildens for an apparel line.
In the UK, Marks & Spencer introduced a kids’ collection for Christmas 2021, Moonpig.com launched a range of Peanuts-themed greetings cards, and an exciting partnership with the Dogs Trust will see a public art trail launch in Cardiff during Spring 2022.
In Italy, Iceberg launched an apparel collection, Intimissimi Uomo released a range of Christmas menswear, Calzedonia a line of socks and Zafferano Poldina a design lamp.
In MENA (Middle East and North Africa), a promotional activation recently took place with quick service restaurant Herfy. For Spain, Nerthus launched a range of kitchenware, and in Greece, MyIkona has created a range of personalised apparel, homewares and stationery.
The characters of Peanuts and related intellectual property are owned by Peanuts Worldwide, which is 41% owned by WildBrain Ltd., 39% owned by Sony Music Entertainment Inc., and 20% owned by the family of Charles M. Schulz. Schulz first introduced the world to Peanuts in 1950, when the comic strip debuted in seven newspapers.