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Cover Story
WILDBRAIN CPLG
ALL ABOUT PEANUTS The Peanuts brand has been part of WildBrain CPLG’s rich international portfolio for some time. Starting in 2021, that now includes representation in the Italian market by WildBrain CPLG. Maria Giovanna Gurrieri, Managing Director, Italy, Turkey and Greece, WildBrain CPLG tells us all.
Maria Giovanna Gurrieri area. The transition is significant and will help us to take the brand beyond national borders and maximize its international potential. Working with licensor Peanuts Worldwide, WildBrain CPLG already represents the Peanuts brand in the UK, Iberia, France, Germany, Benelux, Greece, Turkey, Middle East and the expansion of Peanuts representation in Italy means we can implement synergies more easily and work with the best pan-European partners. © PNTS
LM. The addition of Peanuts is great news for WildBrain CPLG headquarters in Italy, an office with a well-established presence in the country. Tell us about this important step and the Peanuts legacy. MGG. The Peanuts brand joined our portfolio at the beginning of this year. We took over the property through an
agreement with BIC Licensing, who had managed the brand for over 30 years in Italy. The development strategy and the entire operation is now completely within our remit, while maintaining a consultancy relationship with BIC founder Claudio Massari, who has a wealth of historic knowledge of the brand in the
Peanuts, which celebrated its 70th anniversary in 2020, is an incredible brand. With recognition well above 90 percent and more than 17 million fans on social media, it enjoys high resonance not only in the United States but also throughout Europe and Asia, with an especially strong presence in Japan. The story of Snoopy and the much-loved Peanuts gang who orbit around him is hugely popular in Italy. The core target is very broad: fans
