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Snoopy stay home: Cedar Fair extends its 'Peanuts' license deal

September 12, 2017, 11:15 AM · Cedar Fair announced today that it has extended its license for Snoopy and the rest of the "Peanuts" characters through 2025, with an option through 2030.

The deal will ensure that Planet Snoopy and Camp Snoopy-themed children's areas will be able to continue under those brands for the next eight years at the company's 11 amusement parks, including Knott's Berry Farm, Cedar Point, and Kings Island.

Peanuts' relationship with these parks began in 1983, when Camp Snoopy opened at Knott's Berry Farm. When Ohio-based Cedar Fair chain bought Knott's Berry Farm from the Knott family in 1997, Cedar Fair also obtained the Peanuts license, which it eventually extended and expanded at its other parks. Cedar Fair converted several Nickelodeon-themed kids' areas at the former Paramount theme parks to Peanuts branding after obtaining those parks in 2006.

"This agreement extension speaks to the enduring appeal of the Peanuts brand, and as a leader in children's content and brands, we value the opportunity to work with Cedar Fair to reach an all-family audience for Charlie Brown, Snoopy and the rest of the Peanuts gang," Cedar Far CEO Matt Ouimet said in a statement released by the company. "The renewed relationship between Cedar Fair and Peanuts Worldwide allows both companies to develop and extend their brands, creating a more immersive experience for guests through meet-and-greets, live entertainment, merchandise and themed areas throughout the parks."

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Replies (10)

September 12, 2017 at 12:03 PM · Just got back from a Knotts/Disneyland trip myself with my 2 old son. The results from this trip. Two days at Disneyland in a crowed park, minimum 20 to 30 minutes lines, with reduced hours, and running around like crazy chasing characters appearances. Was able to ride once on the big rides while my son sat impatiently for only a few rides. 1 day Knotts, 5 hours later, rode Ghost rider 8 times,rode Voyage to the Iron Reef twice, Silver Bullet 2 twice. Xcelerator closed and my son rode on all the snoopy rides and multiple times in two hours! At the hotel we stayed at a father of two toddlers was complaining about the Disney crowds. They drove from out of state and I made a suggestion to him to try Knotts. The next morning I bumped into him and he thanked me for the suggestion, as he was amazed with the park and how his two toddlers enjoyed riding the rides as much as they want. Amazing how Knotts gets over looked in this area when you have family spending 3 to 5 days at two parks!
September 12, 2017 at 1:22 PM · Is Snoopy still a significant icon in the US, or is it more of a noastalgia thing for adults. I know there was a film a year or 2 ago, but it waas a relatively modest success. Kids in Australia would struggle to recognise the characters.
September 12, 2017 at 3:17 PM · The Peanuts branding is still relatively active, even if it's "popularity" varies. I think it will retain it's pop culture status.

Each year, a Charlie Brown Christmas ranks at the top for ratings among Christmas specials, & the Macy's Thanksgiving Parade showcases the characters yearly.

Plus, the film did do modestly well (considering the property isn't exactly releasing tons of output / merchandise, etc)

Nostalgia has a big part in it, but like many IP's, it's passed on by generation (Flintstones vitamins are still selling!!!!!!!)

September 12, 2017 at 6:05 PM · Good move for Cedar Fair. Peanuts may not be the hottest IP out but it's one of the few available that you can expect to be as popular in the last year of the deal, 2030, as it is now and as it has been for decades. Plus, it's familiar and appealing for young and old alike.

I've always thought this would be the perfect IP for Universal Orlando to take on (Universal Japan actually has this IP). Having it would allow IoA to do an inexpensive partial overlay of Toon Lagoon and actually add some recognizable theming and provide for merchandising opportunities in an area of the park that can't be generating much revenue for them. Not to mention Peanuts would be worthy of a good dark ride and/or show. With Peanuts officially off the market, I fear this area will continue to waste space until it needs a complete overhaul.

September 12, 2017 at 6:19 PM · "Kids in Australia would struggle to recognise the characters."
Umm...
Is Cedar Fair marketing to children overseas in the lower hemisphere?
September 12, 2017 at 6:47 PM · Snoopy is a cute, huggable dog. That never goes out of favor. The rest? Meh. Peanuts was made a bit obsolete by Calvin and Hobbes, IMHO. But I still love Snoopy.
September 13, 2017 at 5:36 AM · "Is Cedar Fair marketing to children overseas in the lower hemisphere?"

Disney and Universal market to a world-wide audience, and they're the most popular theme-parks in the USA, attracting people world over. For Cedar Fair to completely ignore the international market would be stupid. I won't address the "lower" hemisphere comment.

My simple point is that these characters are very old, without any huge recent exposure (even less than the muppets AFAIK). In Australia the would have been recognisable in the 80s, but no longer, so is it a wise investment? I think others have addressed this pretty well, in that its a fairly safe investment,

Robert, completely with you on Calvin and Hobbes. Awesome comic.

September 13, 2017 at 5:38 AM · The Peanuts folks are keeping this IP relevant. Uniqlo just did a huge collection with Kaws and Peanuts, too. There's a balance of nostalgia and new. Don't overlook those TV specials--they bring in audiences that are bigger than most anything else on TV these days.
September 13, 2017 at 5:59 AM · "without any huge recent exposure"

The Peanuts Movie, released in November 2015, grossed $130 million in the US and another $116 million overseas. Certainly paltry numbers compared to a Pixar or Dreamworks/Illumination release (Sing more than doubled it out of a similar release slot the following year), but it's still a viable IP remaining in the public consciousness.

September 13, 2017 at 6:31 PM · RE Grant Crawford's "without any huge recent exposure"

I was in Hong Kong and McDonald's there had a merchandising promotional tie in with the Peanuts movie where if you bought a combo meal, you could get a Peanut's character shaped small cushion for an additional few US dollars.

Those things went FAST especially Snoopy and Woodstock!

Therefore I agree with Russell Meyer that "it's still a viable IP remaining in the public consciousness." =)

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