By Allison Watkinson
TLL Reporter
MINISO has signed a two-year licensing partnership with Peanuts Worldwide for multiple product collections based on the Peanuts brand.
The Peanuts brand is jointly owned by Peanuts Worldwide, WildBrain Ltd, Sony Music Entertainment (Japan) and the family of the original Peanuts creator, Charles M. Schulz.
The partnership with MINISO was brokered on behalf of Peanuts Worldwide by the Shanghai team of the global licensing agency, WildBrain CPLG.
“This MINISO relationship represents a new opportunity to serve our fans around the world,” said Peanuts Worldwide SVP, Lisa Silverman Meyers. “We’re always looking for ways to bring our characters to new audiences and to grow the legacy of the Peanuts brand. MINISO has an outstanding record of fabulous IP collections, so I am looking forward to seeing this collection come to life to delight fans of both Peanuts and MINISO.”
MINISO is a Chinese retail brand that offers affordable lifestyle products in the categories of housewares, consumer goods, toys, cosmetics, stationary, and more. Since its launch in 2016, the MINISO retail brand has developed product collections with over 80 different IP licenses.
The MINISO x Peanuts collaboration will initially launch with two licensed product collections inspired by the Snoopy character.
The two collections, called Snoopy Birthday Party and Snoopy Summer Travel, will feature over three hundred different Snoopy products across the toy, bags, accessories, stationery, and lifestyle categories.
“This is a hugely exciting deal for both MINISO and Snoopy fans,” said MINISO EVP, Ada Dou. “Partnering with the world’s biggest IPs is a key part of our strategy as we look to transform into a global lifestyle super brand. So far, our IP collaborations have brought joy to countless shoppers across more than 5,500 MINISO stores around the world, and I have no doubt that the new Snoopy collection will do the same.”
Additional Peanuts-themed merchandise collections are expected to launch throughout the two-year term of the licensing partnership. These additional collections will feature other characters from the Peanuts brand such as Charlie Brown, Woodstock, and more.
The MINISO x Peanuts partnership will officially launch in China in August 2023 and worldwide in October 2023.
Snoopy Reaches for the Stars with Spacey Line of J!NX Toys and Stuffies
Peanuts’ Snoopy T-Shirt is Encouraging Americans to Donate Blood