Peanuts Expands Across EMEA and APAC

Peanuts is expanding its consumer products and experiential presence across the U.K., Europe, the Middle East and Africa (EMEA), and Asia-Pacific (APAC), building on the momentum of its 75th anniversary year.

Brokered by WildBrain CPLG, the new program spans fashion, accessories, homeware, gifting, health and beauty, food and beverage, family entertainment, and more. The expansion includes collaborations with established brands, retailers, and location-based entertainment partners.

“Peanuts continues to grow as a global fashion and lifestyle brand with premium collaborations, elevated design partnerships, and strong retail momentum,” says Pau Pascual, Senior Vice President Commercial, the U.K., Europe and the Americas, WildBrain CPLG. “With a unique ability to transcend generations and cultures, Peanuts continues to find new and meaningful ways for fans to wear, collect, and share their favorite characters.”

In fashion and accessories, Tommy Hilfiger has launched a children’s apparel and accessories collection, available globally except in the U.S., while Thomas Sabo has introduced a new summer charm collection. In the U.K., Lazy Oaf has launched a second capsule collection focused on Snoopy’s brother Olaf, Primark is expanding its Peanuts offerings across apparel, homewear, and accessories, and Chinti & Parker has introduced a summer fruit-themed collection. Anya Hindmarch has also launched a space-themed Peanuts accessories collection following its Beagle Scouts-inspired line, with a dedicated London pop-up scheduled for October.

Across Europe and APAC, new offerings include apparel from Arket, homeware from Rice, collectible brass figurines from Skultuna, gifting products from Pluto Design, and a new collection from Happy Socks coming in October. Additional collaborations span apparel, accessories, plush, housewares, electronics, and other categories.

The program also includes a range of regional partnerships. Melodi Chocolate has launched a Peanuts chocolate collection in Türkiye, while Lark International has partnered with Popeyes on a promotion featuring six collectible Snoopy charms. Mayoral and Hydroponic have introduced infant apparel and beach- and surf-inspired apparel and skate accessories in Spain, respectively, while Fritzi has launched bags in Germany, and Essentiel Antwerp has introduced an apparel, accessories, and jewelry capsule in Benelux.

In France, Monoprix is partnering with Peanuts on a children’s capsule for the first time, while Galeries Lafayette’s Cadet Rousselle will launch a Fall/Winter 2026 apparel collection for babies and kids. Lexibook will introduce a range of electronic toys and games, including nightlights, alarm clocks, educational laptops, walkie-talkies, headphones, and digital watches, while Jemini will launch plush, homeware, and furniture.

APAC collaborations include women’s apparel from South Korean label Farven, an infant collection from 29CM and Echond, streetwear from JKND and thisisneverthat, and trend-focused apparel for teenage girls from 1Jinn in China. In Taiwan, health and beauty brand Moody has introduced products featuring Snoopy and Olaf.

Peanuts is also expanding its retail and cultural activations across APAC. Recent and ongoing experiences include the Peanuts gang at South Korea’s Starfield Balloon Festival, a Snoopy Garden pop-up at Jeju Airport, and a Valentine’s Day promotion at CU stores in South Korea. At Singapore’s Changi Airport, a Snoopy and His Siblings pop-up brought the wider Peanuts cast to Terminal 3.

In Indonesia, PT Provaliant Premium Cemerlang hosted a 54-day Many Faces of Snoopy experience at Pantai Indah Kapuk featuring a Peanuts pop-up store, immersive installations, character appearances, and family activities. The activation concluded with a Snoopy Run last week that attracted approximately 6,000 runners and 600 dogs.

Additional activations are underway in China and Taiwan, including a Momibook marketing activation and pop-up store on Wukang Road, the Dream Maker Snoopy: Age of Voyage event at Chengdu IFS, a Snoopy and His Siblings-themed weekend with Taiwan’s CTBC Brothers baseball team, and Peanuts-themed installations and pop-ups in Taichung.

Upcoming Taiwan activations include a Halloween takeover in Taoyuan in October, a year-long pickleball partnership featuring a Snoopy-themed court, themed displays at Taipei 101, and a 600-drone show scheduled for Dec. 3. In Thailand, Peanuts has partnered with Makro and Lotus on an activation featuring large-scale inflatables and a dedicated product offering.

The brand is also expanding its location-based entertainment footprint. In China, the Snoopy & Friends Family Entertainment Center at Magic World offers an immersive, space-exploration-themed destination featuring Snoopy, Woodstock, and the Peanuts gang. In South Korea, the How Do You Do, Snoopy? exhibition from Blue Dragon Art has launched following stops across the Asia-Pacific.

“Peanuts continues to resonate so powerfully because each generation discovers something personal in these characters and their stories,” shares Lisa Silverman Meyers, Senior Vice President, International Licensing & Partnerships, Peanuts Worldwide. “The breadth and creativity of these collaborations across EMEA and APAC demonstrate how Peanuts can feel both timeless and completely relevant to audiences today.”

The new initiatives follow the introduction of new Peanuts content produced by Peanuts and WildBrain, which is rolling out on Apple TV. The Peanuts Featuring brand initiative is also highlighting different groups of characters through rotating themes, including the aforementioned Snoopy and His Siblings, The Girls, and Woodstock and Friends.

WildBrain CPLG is showcasing Peanuts licensing and location-based entertainment opportunities for EMEA and APAC at Brand Licensing Europe at stand B171.