Peanuts Worldwide – licensor of the Peanuts brand based on the beloved comic strip created by Charles Schulz – has retained Bay Laurel Advisors to strategically plan and execute the expansion of the Peanuts IP (intellectual property) for the creation of high-quality, guest experiences for multi-generational, visitor attractions in theme parks, family entertainment centers and other location based entertainment venues. Peanuts is well-established as a powerful IP with proven international appeal, and seen as a top brand for Millennials. The Peanuts family has enjoyed tremendous popularity at the Cedar Fair Theme Parks and Universal Studios Japan. Through broader exposure in themed entertainment markets, Peanuts Worldwide will reach more consumers around the world with engaging new guest experiences.
Charlie Brown, Snoopy, Woodstock, Lucy, Schroeder and other familiar Peanuts characters and themes have been readily adapted over the decades in movies, stage shows, social media, merchandise, product endorsements, animated cartoons, games and e-books. In 2015 Peanuts celebrated its 50th anniversary of “A Charlie Brown Christmas” and The Peanuts Movie (2015) brought in $250 M in worldwide box office. Short form programming airs daily on Boomerang, as well as Cartoon Network.
“Peanuts Worldwide is strategically looking to expand its location based entertainment presence for the Peanuts brand to other territories around the globe beyond what already successfully exists in the U.S. and Japan. Partnering with a category expert like Bay Laurel sets us on a clear path to achieve this goal,” said Rosalind Nowicki, Executive Vice President Peanuts Worldwide and Iconix Entertainment.
“Peanuts is a refreshing alternative to action/thrill-oriented IPs. There are very few brands that reach the family demographic with such complete delight and humor. Peanuts is an enduring, highly respected brand that we are proud to represent, and we look forward to introducing it to designers, producers and developers.” said George Wade, President and Founder of Bay Laurel Advisors. “This brand has incredible worldwide appeal.”
Peanuts remains an icon in the public consciousness, with beloved characters and seasonality, tied into universal interests and values. Peanuts Worldwide and Bay Laurel Advisors will attend the 2016 IAAPA Attractions Expo, the largest international trade show in the world for the amusement park and attractions industry, to meet with potential partners.