Charlie Brown, Snoopy, Lucy and the rest of the Peanuts gang developed by Charles Schultz will be expanding into social media with mobile gaming, e-books, Facebook and digital apps. Peanuts Worldwide announced their long term goal of developing the Peanuts brand into a leading global entertainment and multi-media property.
“Our overall strategic goal has been to continue to make the brand relevant to younger generations,” said Neil Cole, Chairman and CEO of Iconix Brand Group, which owns Peanuts Worldwide. “In order to accomplish this, we had to substantially expand our efforts for Peanuts into the digital, web and social categories of our business, which is demonstrated in the initiatives outlined in this first phase announcement.”
Initial deals and marketing initiatives include:
•Mobile Gaming: Beeline will license and develop a new freemium game for smartphones and tablets based on the Peanuts characters. The game, which is expected to be available this fall, will feature fan favorites Charlie Brown, Snoopy, Woodstock, Lucy, Linus and many, many more.
•E-Books: Peanuts favorites, Happiness is a Warm Puppy and Happiness is a Warm Blanket, will soon be available in digital format for the first time through Barnes and Noble Nook applications.
•Digital Apps: iVerse, the digital distributor of comic books and strips for mobile platforms, has been carefully compiling vintage Peanuts strips and will be releasing them for purchase this September at iTunes. The first two collections include It’s a Dog’s Life, Snoopy and It’s a Big World, Charlie Brown.
•Downloadable Graphic Novels: KaBOOM!, an imprint of BOOM! Studios, recently released Happiness is a Warm Blanket as a print graphic novel, as well as a downloadable digital version available for purchase via Comixology’s IOS app, as well as a Peanuts branded app both available at iTunes.
•Web Fans of all ages can now experience an all new and expanded web presence for Peanuts at www.peanuts.com. Look for an even wider offering of games, content and other interactive entertainment this fall, with more to come in 2012.
•Social Media: The official Peanuts Facebook page recently launched to great success. With close to 850,000 fans, the page offers fans a way to interact with their favorite brand and characters and also demonstrates the continued popularity of Charles M. Schulz’s characters across the globe. You can also follow Peanuts on Twitter.
•Facebook Applications: Cedar Fair Amusement Parks, home to eleven parks across the country that feature Peanuts including Knott’s Berry Farm and Cedar Point, has launched Amazement Park, an all new Facebook gaming application. While playing the game, fans can build and manage their very own virtual amusement park equipped with the popular Planet Snoopy attractions.
For over half a century, Peanuts has graced newspapers, books, television and Broadway, and now the brand is changing with the digital times. The brand is timeless. I am sure it will be very popular in the social media world.