Wildbrain Deal With MINISO Brings Peanuts Lines to China Market

MINISO is thrilled to announced a new partnership with Peanuts, the brand based on the comic strip, paving the way for a collaboration based on the characters of Snoopy, Charlie Brown and the Peanuts gang. An IP collaboration agreement was unveiled at a signing ceremony on July 1 at MINISO’s 2023 Second Half Global Partners Strategy Summit in New York. Snoopy even made an appearance at the ceremony. The MINISO x Peanuts partnership was brokered on behalf of Peanuts Worldwide by the Shanghai team of WildBrain CPLG, a leading licensing agency representing the Peanuts brand in China and multiple other territories around the world.

“This is a hugely exciting deal for both MINISO and Snoopy fans,” says Ada Dou, executive vice president, MINISO. “Partnering with the world’s biggest IPs is a key part of our strategy as we look to transform into a global lifestyle super brand. So far, our IP collaborations have brought joy to countless shoppers across more than 5,500 MINISO stores around the world, and I have no doubt that the new Snoopy collection will do the same.”

MINISO is a Chinese retail brand that offers affordable lifestyle products in the categories of housewares, consumer goods, toys, cosmetics, stationary, and more. MINISO is already well-known for its collaborations with some of the world’s biggest IP owners.  Since its launch in 2016, the MINISO retail brand has developed product collections with over 80 different IP licenses. To date, the brand has developed hugely successful and popular collections with over 80 IP licenses. Thanks in part of the effective IP collaboration strategy, MINISO’s gross margin saw a remarkable 7% YoY increase in March Quarter 2023.


MINISO Group is a global lifestyle brand offering a variety of design-led lifestyle products. The Company serves consumers primarily through its large network of MINISO stores, and promotes a relaxing, treasure-hunting and engaging shopping experience full of delightful surprises that appeals to all demographics. Aesthetically pleasing design, quality and affordability are at the core of every product in MINISO’s wide product portfolio, and the Company continually and frequently rolls out products with these qualities. Since the opening of its first store in China in 2013, the Company has built its flagship brand “MINISO” as a globally recognized retail brand and established a massive store network worldwide.

About Peanuts 

Peanuts characters and related intellectual property are owned by Peanuts Worldwide, 41% owned by WildBrain Ltd., 39% owned by Sony Music Entertainment (Japan) Inc. and 20% owned by the family of Charles M. Schulz, who introduced Peanuts to the world in 1950, when the comic strip debuted in seven newspapers. Since then, Charlie Brown, Snoopy and the rest of the Peanuts gang have left an indelible mark on popular culture. In addition to enjoying beloved Peanuts shows and specials on Apple TV+, fans of all ages celebrate the Peanuts brand around the world through thousands of consumer products, as well as amusement park attractions, cultural events, social media and comics available in all formats, from traditional to digital. In 2018, Peanuts partnered with NASA on a multi-year space act agreement designed to inspire a passion for space exploration and STEM among the next generation of students.

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