The UK’s own baby and kidswear brand, Cribstar and the adult fashion brand Vintage Supply are among a suite of new European partners to sign up with Peanuts, expanding the IP’s activity across fashion, accessories, homewares, and gifts for kids and adults.

The pair make up two new UK additions amid a long list of European partners that include the likes of the Dutch beachwear brand Shiwi, Eastpak who will be delivering a collection of Peanuts backpacks and travel bags, and Leomil who has signed up for a girls and women’s footwear range across the Benelux region.

Meanwhile, WildBrain CPLG’s Germany, Austria, and Switzerland team has extended its PUMA partnership with a second collections of kids’ footwear, apparel, and accessories scheduled for a worldwide launch this month. The premium pet food brand, Platinum has also been signed for a promotional deal, featuring Snoopy as its brand ambassador.

In Spain, Andres Gallardo has launched its second handcrafted Peanuts collection, Dime Que Me Quieres has debuted a handmade artisan jewellery range, and Zara Home has introduced a new line of babywear, towels, homeware, and accessories at its stores. In Greece, meanwhile, Giovas is to launch bags and accessories in a new back-to-school Peanuts collection.

Over in Italy and WildBrain CPLG’s local team has secured a deal with MyBeautyBox which saw the monthly makeup subscription service dedicate its June mystery box to Peanuts, while publishing partner Foto Edizoni is adding Peanuts comic strips to its monthly crossword magazine. It is also launching a bi-monthly Peanuts themed kids and teen crossword magazine.

In France, the Parisian fashion design studio, Sandro has launched a Peanuts men’s capsule collection, while the local fashion brand Cyrillus has unveiled a baby and children’s collection. In Central and Eastern Europe, MPTECH has been signed for stationery and back-to-school items with the first collection launching for back-to-school 2021.

On top of all of this, the licensing agency has also secured the Nordic representation rights for the brand, effective from July 1st this year.

Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide, said: “A key part of our Peanuts brand strategy is ensuring we’re continually innovating and reaching our fans in unique ways. This latest wave of licensees and distinctive new collection launches promises to offer consumers of all ages some really fun and creative ways of engaging with Snoopy and the gang.”

Maarten Weck, EVP and managing director at WildBrain CPLG, added: “The timeless Peanuts brand continues to prove its enduring popularity among a broad range of consumers, retailers and licensees across Europe and beyond, as demonstrated by these latest product ranges from both new and long-term partners.

“With the European licensing programme continuing to diversify and gain further momentum, it’s also fantastic to extend our remit and represent the brand across the Nordic market, which offers significant potential for additional growth.”