Peanuts Worldwide’s Tara Botwick on why a collaboration with Anya Hindmarch proved a “perfect alignment” for the brands

Tara, it’s great to connect. WildBrain CPLG UK orchaestrated this deal between Peanuts and Anya Hindmarch – and it’s resulted in a terrific collection. What appealed about bringing Peanuts together with this brand?
Identifying new and exciting partnerships is an important piece of our strategy at Peanuts. Anya’s playful accessories and stationery seemed like a great way to feature the fun of the Peanuts characters in beautiful everyday products.

The range looks terrific. What informed the selection of assets that were used for items like the journals and bags?
One of the amazing things about Peanuts is how many themes are organic to the comic strip and the brand. The characters are often featured at school, which is a perfect alignment for some of Anya’s iconic products. From there, she and her team went all out, culminating in the gorgeous store takeover.

The Earphone Pouch resembling Snoopy’s doghouse and the Pencil Case resembling Snoopy himself are really playful pieces. What appealed to you about these more ‘design-led’ creations?
Schulz’s line and characters really were innovative, so we love working with partners who dive into that world and interpret the brand in their own aesthetic. It’s been a great partnership with a deep appreciation and respect for both brands, on both sides!

This forms part of Peanuts’ 75-year celebration. What do you think the brand has endured for so long?
Charles Schulz created nearly 18,000 comic strips over the course of 50 years. Peanuts covers so many topics and emotions – from environmentalism and space travel to unrequited love and bossy older sisters. There is something for everyone to connect with, which is why Peanuts continues to be relevant now and for the next 75 years!

Thanks again Tara!