By Allison Watkinson
TLL Reporter
WildBrain CPLG has announced that the Peanuts character brand will appear at The Seoul Living Design Fair 2023 to showcase licensed lifestyle products.
The Seoul Living Design Fair is Korea’s largest interior design & lifestyle exhibition, and the Peanuts brand will be featured at the fair in a themed booth created by Peanuts licensees Ten by Ten, Inteco, Corelle and SN Garden. The licensees will showcase homewares and gardening products inspired by the Peanuts franchise for both retailers and consumers in Korea. The Peanuts booth will feature scenes from Peanuts comic strips and promotional events.
The appearance is significant for the brand because it is part of a much wider expansion into Asia.
Last year, Wildbrain, which holds a significant stake in Peanuts, was appointed as the agency for Peanuts Worldwide in Asia, as the brand hit $2.5 billion in CP sales.
“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 organization is uniquely positioned to assure the sustained growth of this remarkable IP,” said CEO Eric Ellenbogen.
WildBrain CPLG’s Peanuts remit for APAC extends across Mainland China, Hong Kong, Indonesia, South Korea, Malaysia, the Philippines, Singapore, Taiwan, and Thailand.
The agreement is also an expansion of 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 programs for apparel & accessories, promotions, fast moving consumer goods, toys & games, gifting, homewares, stationery, pet accessories, and more.
In Korea, as the Peanuts gang shows off its wares in Seoul, the online retailer Ten by Ten will exhibit its licensed collections of Peanuts stationery and home décor items at the booth.
SN Garden will showcase gardening products and gift shop items such as hats, mugs and plush toys featuring licensed Peanuts characters. SN Gardens is known for creating the licensed Snoopy Garden on Jeju Island, which officially opened to the public in 2020.
Inteco will present a collection of licensed consumer electronics featuring the Peanuts brand and Corelle will exhibit a range of Peanuts-inspired tableware.
Since Peanuts initial creation as a comic strip in the 1950s, the brand has expanded into a global entertainment franchise that includes amusement park attractions, TV shows, published works, licensed consumer products, and more. The characters of Peanuts and related intellectual property are owned by Peanuts Worldwide, which is a subsidiary run by WildBrain Ltd., Sony Music Entertainment Inc., and the family of the brands’ creator Charles M. Schulz.
WildBrain CPLG handles the consumer products representation for Peanuts in Korea and across the Asia-Pacific territory. WildBrain CPLG is a global entertainment, sports and brand licensing agency with more than forty-five years of experience in the industry. It provides its clients with licensing, marketing, product development, accounting and legal services.
The Peanuts booth at The Seoul Living Design Fair 2023 is located at B-601 from Feb. 22 to 26.
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