The slogan of the Peanuts Hotel is a Snoopy quote: “It’s nice to have a home where your guests feel comfortable.” All photos courtesy Peanuts Worldwide
Enjoying Peanuts
The beloved global brand continues to grow on LBE platforms by Wendy Grant and Judith Rubin
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f you grew up following the adventures of Charlie Brown, Snoopy and their friends in the comics, it might surprise you to learn that Gen Zers — who have likely never held a physical newspaper — are sporting personalized Peanuts Swatch watches and coveting Peanuts x Marc Jacobs sweatshirts. On social media, Snoopy is hard to beat: Peanuts has over 17 million fans across its platforms, with high levels of engagement. More than 70 years after its debut, the brand born from Charles M. Schulz’s 1950 comic strip remains beloved around the world and true to its original spirit.
tradition that it has been for generations,” says Tim Erickson, EVP Peanuts Worldwide. “As a multi-generational family favorite, with innumerable themes from sports to holidays, outdoor adventures to space travel, Peanuts is a natural fit for a wide range of experience-based opportunities.”
Every generation has embraced Peanuts. Its stories, themes, settings and the characters themselves readily lend themselves to licensing on a wide range of platforms, from merchandise and consumer products to media and live shows, holiday celebrations and hospitality, theme park lands, FECs, Chinese lantern festivals, pop-up experiences, and other forms of indoor and outdoor location-based entertainment (LBE).
“The Peanuts characters are Craig Herman, VP of Global iconic and the stories are timeless. Brand Experiences, The Peanuts world is welcoming, Peanuts Worldwide comfortable and relatable,” says Craig Herman, Vice President of Global Brand Experiences and Publishing for Peanuts Worldwide LLC. “Peanuts gives our partners the opportunity to tell so many stories — from Charlie Brown pining for the Little Red-haired Girl to the gang playing sports like baseball and football to Snoopy’s adventures as Joe Cool and the World War I Flying Ace.”
“As we look to the brand’s 75th anniversary in 2025, LBE is a key category for us, helping to keep Peanuts the beloved family
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