Viacom18 has entered into a partnership with Peanuts Worldwide to represent the rights to Charles Schulz’s popular Peanuts characters in India as master licensee. The deal marks Viacom18’s foray into representing brands outside the Viacom portfolio. Viacom18 plans to roll out products by early next year.
Nick Jr., the kids’ channel from Viacom18, will also air the Peanuts series on television in the territory in the coming months.
Commenting on the partnership, Saugato Bhowmik, Senior Vice President – Consumer Products, Viacom 18 Media said, “We are delighted to have acquired representation rights to some of the most widely popular entertainment brands across the world. The partnership with the iconic ‘Peanuts’ brand adds another milestone to our portfolio of products that we will take beyond television. We’re confident that the brand’s worldwide popularity will be replicated in India.”
Leigh Anne Brodsky, Managing Director, Peanuts Worldwide and Iconix Entertainment added here, “Peanuts has immense fan following across the globe. We are thrilled to enter the Indian market with new media and content on the horizon and with a promising partner like Viacom18 that boasts of the best entertainment channel across genres and an expansive range of consumer products.”
Peanuts has been one of the most popular entertainment brands for over six decades, and the classic property is now set to launch in India in multiple categories that include toys, apparel and accessories inspired by Snoopy, Charlie Brown and the gang.