Serving the themed entertainment community

Latest News

  • Teachers from around the globe meet at Space Center Houston for conference on space education
  • IAAPA EMEA holds Winter Conference for first time in Canary Islands
  • Nancy & David Wolf Holocaust & Humanity Center, co-designed by Berenbaum Jacobs Associates and JRA, opens in Cincinnati’s Union Terminal
  • Barco introduces Medialon Showmaster version 2.7
  • Legacy Entertainment’s ROAD RAGE at Trans Studio Bali billed as world’s first “stunt show dark ride”
  • Josh Powers joins IAAPA as Executive Vice President and Chief Financial Officer
  • Fred Foster, co-founder and CEO of ETC, passes away at age 61 – remembered as leader in theater technology
  • Cirque du Soleil continues expansion through partnership with football superstar Leo Messi and acquisition of The Works Entertainment
  • Home
  • Latest News
  • Online Issues
    • 2018
      • #76 – Year End/Trade Show Round-up
      • #75 – IAAPA 2018
      • #74 – EME/Waterparks
      • #73 – Asia and Technology
      • #72 – Dubai/Museums
      • #71 – MENA/Entertainment
    • 2017
      • #70 – IAAPA 2017
      • #69 – Game Changers
      • #68 Going Global: Technology on the International Stage
      • #67 – Experience Design: Many Faces Many Places
      • #66 Theatrical Influence and Convergence
    • 2016
      • #65 IAAPA 2016
      • #64 Waterpark, Zoo & Aquarium 2016
      • #63 Technology 2016
      • #62 International
      • #61 Museums and Expanding Markets
    • 2015
      • #60 – IAAPA 2015
      • #59 – Zoos/Aquaria and Waterparks 2015
      • #58 – Technology 2015
      • #57 – International 2015
      • #56 – Museums 2015
    • 2014
      • #55 – IAAPA 2014 / Tenth Anniversary
      • #54 – Waterparks, Zoos and Aquariums 2014
      • #53 – Technology 2014
      • #52 – International 2014
      • #51 – Museums 2014
    • 2013
      • #46 – Museums 2013
      • #47 – International 2013
      • #48 – Technology 2013
      • #49 – Waterparks 2013
      • #50 – IAAPA 2013
      • 2013 Wrap-Up
    • 2012
      • #45 – IAAPA & WWA Wrap-Up
      • #44 – IAAPA
      • #43 – Waterparks
      • #42 – Technology
      • #41 – International
      • #40 – Museums
  • World markets
    • Asia
    • Europe & Middle East
    • Latin America & Mexico
    • North America
  • Subscribe
  • Advertise
  • About
    • About InPark
    • Privacy Policy
  • Resources
  • follow
    • Facebook
    • Twitter
    • Linked
    • Youtube

Year of the Dog: Peanuts and Cedar Fair

Oct 24, 2017 Joe Kleiman #70 - IAAPA 2017, 2017, Asia, Attractions, Business, Europe & Middle East, Features, Headlines, IPM Interviews, Latin America & Mexico, North America, People, Theme Parks, Themed Dining/Retail, Themed Resorts/Hotels, Uncategorized, World markets 0


Year of the Dog: Peanuts and Cedar Fair

Peanuts/Cedar Fair deal shows Snoopy is good for the brand, good for the park

By Judith Rubin

The Peanuts brand has been going strong for decades on multiple platforms, including location based entertainment and theme parks. Featuring Charlie Brown, Lucy, Linus and of course the beloved characters Snoopy and his friend Woodstock, Peanuts has become a true evergreen classic in the comics, on television with their holiday specials, and in 2015, in feature films with The Peanuts Movie that enjoyed great box office success.

Photo at top: Peanuts characters in their Halloween costumes at Kings Island’s Great Pumpkin Fest event. Photo courtesy Cedar Fair Entertainment Company.

Therefore it was no surprise that Cedar Fair and Peanuts recently renewed an agreement of 30 years standing, extending the licensing agreement for their popular Camp Snoopy and Planet Snoopy themed areas as well as for the characters to serve as overall park mascots to 2025 at all 11 Cedar Fair parks.

The relationship with Cedar Fair has been extremely important to Peanuts Worldwide and their desire for consumers young and old to experience the brand in location based entertainment (LBE). Peanuts Worldwide continues to explore and discuss new opportunities with licensees around the world, and in November 2017, representatives will once again attend the IAAPA Attractions Expo in Orlando to meet with creatives and potential partners.

In light of the current, global appetite for IP (intellectual property) in theme parks and location based entertainment, four attributes emerge from a close look at the Peanuts/Cedar Fair agreement and the Peanuts IP. And they’re all good news for the attractions industry:

Roz Nowicki, EVP, Peanuts Worldwide

–As a family-friendly IP, Peanuts offers just about everything an attraction operator could wish for. Roz Nowicki, EVP, Peanuts Worldwide, said, “Peanuts is a true, four-quadrant, family brand and that is exactly what makes it such a great property for the LBE space. Parents and grandparents want to share Charlie Brown, Snoopy, and the rest of the gang with the next generation in as many ways as they can, and being able to do that in such an immersive way, beyond the screens, is so important and special. Our partnership with Knott’s Berry Farm goes back 30 years, so we now see people who grew up with this experience wanting to share it with their kids.”

–The way Peanuts has been sustained on multiple entertainment platforms over the years – including theme parks and location based entertainment – perfectly illustrates the reigning business model: tied to a franchise with broad appeal, multi-platform, regular media releases, collaboration between IP holder and franchisee, unique and innovative retail products, and a feedback loop in which each iteration feeds the others.

Craig Herman, Director, Category Management, Peanuts Worldwide

–Peanuts takes the LBE market seriously and has dedicated people to identify opportunities that are well suited for the characters and then collaborate with licensees. In the LBE market, two of the main point persons are Craig Herman, Director, Category Management, Peanuts Worldwide; and consultant George Wade of Bay Laurel Advisors, who will both be taking meetings at IAAPA in Orlando. Said Roz Nowicki: “With the LBE sector, as with all of our product categories, we are looking for partners who really respect and appreciate this brand. But we also want partners who are thoughtful and innovative – who are interested in continuing the tradition of Peanuts for families today.”

–Longevity and curation – of the brand and of the relationships. Peanuts is a brand that over the course of 67 years has remained alive, strong and authentic.

Peanuts around the world

Another long-term theme park/Peanuts relationship is with Universal Studios Japan, in Osaka. The brand has strong worldwide appeal. Roz Nowicki said, “Peanuts has a huge global following – in some countries and territories, such as Japan, Italy, Germany and Brazil, the property has been in the market for generations and it really feels local in those territories. When Charles Schulz created Peanuts, he was drawing on true, universal human experiences and emotions and those are what made the comic strip so translatable and what makes the brand live on around the world today.”

In other words, Peanuts is an IP that’s hard to beat in terms of evergreen, broad applicability and versatility, and pure family appeal. It’s got international market penetration and enviable social media statistics and demographics. It’s shown itself to be a great fit in the LBE market and there is capacity as well as desire to expand internationally.

“This is a brand that appeals to men, women, and children, and is not gender specific,” said Herman. “It’s never been controversial and yet remains universally meaningful, taking on all kinds of life issues. That’s what makes it an evergreen brand that remains relevant to today’s audiences as well.”

Year of the dog

Peanuts is a multimedia success story. Said Roz Nowicki, “In terms of content and experiences, we are always looking for new ways to get in front of kids and their families. We did that with The Peanuts Movie, from Twentieth Century Fox and Blue Sky Studios in 2015, as well as with The Peanuts by Schulz animated shorts that are currently on air on Boomerang and Cartoon Network and on networks around the world.”

The Peanuts Movie did well over $100 M in box office domestically, and was ranked 5th in box office for animated movies in 2015. The ABC network has rights to air the classic Peanuts television specials; last year was the 50th anniversary of It’s the Great Pumpkin, Charlie Brown, which continues to draw devoted viewership year after year.

“We also have a robust social media presence,” said Nowicki, “where we have some of the most highly engaged fans of any entertainment brand. In addition, we are partnering with the premiere lantern festival developer, DDM, headquartered in Canada, to present festivals around the globe. The first festivals are planned for China in 2018, celebrating Snoopy and the Chinese New Year – 2018 is ‘Year of the Dog.'”

“The cornerstone of this brand is publishing,” said Herman. “Peanuts began as a syndicated strip, then moved into books, then television specials and movies. For 30 years, Cedar Fair has helped transform that 2D comic strip into a 3D experience in its parks.”

Good for the brand, good for the park

A beloved brand and characters (with 67 years of evocative stories and memories) has reached across multiple generations, from young children to grandparents to become a core part of Cedar Fair’s offering.

The details of the Cedar Fair announcement in September 2017 were that Cedar Fair, L.P. and Peanuts Worldwide, a subsidiary controlled by DHX Media, Ltd., and the family of Charles M. Schulz had renewed the license agreement to showcase the iconic Peanuts characters, created by Charles Schulz, throughout Cedar Fair’s 11 amusement park locations. The agreement covers Cedar Fair’s North American exclusive use of Peanuts in the company’s attractions, entertainment and sports, food and beverage, lodging and retail operations. The new agreement extends the relationship to 2025. Cedar Fair announced the debut of an expanded Peanuts themed children’s area at Carowinds, its popular park in Charlotte, NC. The Camp Snoopy area will feature five new rides, an 8,000-square-foot,  climb-and-play area called ‘Beagle Scout Acres,’ and enhanced dining and relaxation facilities.

The Peanuts characters were first featured at Knott’s Berry Farm, acquired by Cedar Fair in 1997; in 2014, the Southern California park unveiled a newly expanded and revitalized Camp Snoopy children’s area in celebration of the 30-year relationship.

New, Peanuts-themed Winterfest merchandise. Photo courtesy Cedar Fair Entertainment Company.

“One interesting thing about the relationship between Peanuts and Cedar Fair is that in addition to permanent attractions, Cedar Fair has always made use of Peanuts to extend the operating season, with seasonal events for Halloween, Christmas and other occasions,” said Herman. “Over time, their brand has grown as well as ours, and the continued partnership is important to our brand strategy and a perfect fit.”

Herman followed up saying, “Few brands have this kind of depth of range in the LBE space. Peanuts is popular with a wide variety of consumers; young children, their parents, millennials (especially in international markets) and of course grandparents who have fond memories of the characters and the original Charles Schulz comic strips. At the end of the day, the Cedar Fair/Peanuts partnership is a wonderful opportunity to bring together great characters and stories with great theme parks, creating great family memories.”

Cedar Fair and Peanuts – a win-win for both brands

Kelley Semmelroth, Executive Vice President and Chief Marketing Officer, Cedar Fair

Interview with Kelley Semmelroth, executive vice president and chief marketing officer, Cedar Fair

What are some of the ways this extended partnership will manifest in merchandising at the parks?

We currently offer our guests a range of exclusive Peanuts items that tie the characters to the parks; for example, you’ll find apparel or plush featuring Snoopy with an iconic, blue ice cream cone at Kings Island or a boysenberry pie at Knott’s Berry Farm. We look forward to offering a wonderful assortment of unique Peanuts merchandise for our upcoming WinterFest holiday events; these will offer our guests something original, seasonal and truly special. Further, we plan to expand into more diverse items that can only be found at Cedar Fair parks. It’s a win-win for both brands.

This relationship goes back 30 years, making Cedar Fair a pioneer in IP usage at theme parks. How has your approach evolved over time?

This is especially relevant as we expand our park offerings to attract more young families. Cedar Fair parks and the Peanuts enjoy a unique position in amusement park IP primarily because of the timelessness of these beloved characters. It’s as relevant today as it was decades ago, and our park guests – from toddlers to teens, moms and grandparents – adore these characters. We’re confident in the long term relevance of this IP; in fact, our Planet Snoopy area at Kings Island has been recognized as “Best Kids’ Area in the World” for the 17th year by Amusement Today.

We’re always looking for new ways to maximize the IP. This year a number of Cedar Fair parks held “Race for Your Life, Charlie Brown” events as part of our “Run and Ride” series, to celebrate the 40th anniversary of the popular movie. Guests would participate in a road race through the park, then enjoy a screening of the movie as well as the rides and attractions park-wide. We found this was a great way to maximizes brand synergies for both Cedar Fair and Peanuts.

How do the discussions happen at Cedar Fair around the implementation of Peanuts within the parks?

We have an integrated brand planning process. By this, we make decisions that not only build up each brand, but also are focused on shared business goals; some examples include increased merchandise sales, greater penetration of incremental target audiences, and delivering relevant and engaging experiences to promote guest satisfaction and brand health. We’re getting ready to launch our immersive holiday experience, WinterFest, at three additional parks this year and have worked with Peanuts to create some new original themed entertainment that our guests will love, both out on the midways and in our theaters.

What were some of the primary reasons for renewing this agreement?

We have great brand synergies, and these extend through our special park events like The Great Pumpkin Fest and WinterFest, which feature the Peanuts characters prominently. For Cedar Fair, having the relationship with Peanuts is a great benefit as we expand our park offerings to attract more young families; for example, we’re offering a free season pass – the Pre-K Pass – for children ages three to five. We found that the youngest child in the family could be a barrier to a park visit; our parks are well-known for roller coasters and thrills, and parents would often wait to visit until a child was tall enough to ride a lot of rides. So we need to not only remind families that we have these wonderful Planet Snoopy and Camp Snoopy areas in our parks, but also give them a way to make visits affordable. The Pre-K Pass will introduce these families to the fact that we truly have something for everyone in our parks.

Having the primary IP for all of our parks in place for years to come makes it easy for us to do long term planning from a concept, design and capital standpoint. We’ve made significant Peanuts-related capital investments in the past five years, and recently announced a major expansion and renovation of our Camp Snoopy themed area at Carowinds near Charlotte, N.C. When we make a significant capital investment in a park, it needs to stand the test of time for decades; we know that Peanuts will do that. In addition, having IP with appeal that spans such a wide range of ages helps us attract and retain guests to our parks and their retail and dining establishments.

We want our parks to be the place to be for fun, and this partnership is just another way we deliver on that promise.

RELATED STORIES:

Bay Laurel Advisors to Strategically Execute Expansion of Peanuts Brand Into Attractions and Entertainment Venues

Peanuts Worldwide Partnering with DDM Entertainment & Events to Position Beloved Comics Characters in Lantern Festivals Around the Globe

Cedar Fair Extends Licensing Agreement with Peanuts Worldwide

Share this:

  • LinkedIn
  • Facebook
  • Twitter
  • Print
  • Pinterest

  • 2017 IAAPA Attractions Expo, bay laurel advisors, camp snoopy, carowinds, cedar fair, Charlie Brown, Craig Herman, DHX Media, george wade, IP, Kelley Semmelroth, kings island, knott's berry farm, licensing, peanuts, Peanuts Worldwide, planet snoopy, Roz Nowicki, snoopy, universal studios japan
  • tweet
Related articles
  • Herschend Live brings legendary video game to life with Halo: Outpost Discovery touring experience
    Herschend Live brings legendary video...

    0

  • Humans of all kinds invited to visit the animal metropolis of Zootopia at Shanghai Disneyland’s newest land
    Humans of all kinds invited to visit...

    0

  • Extended PEANUTS Celebration returns to Knott’s Berry Farm
    Extended PEANUTS Celebration returns to...

    0

  • Holovis brings Aquaman’s superpowers to life at Madame Tussauds Orlando
    Holovis brings Aquaman’s...

    0

More in this category
  • Teachers from around the globe meet at Space Center Houston for conference on space education
    Teachers from around the globe meet at...

    Feb 15, 2019 0

  • IAAPA EMEA holds Winter Conference for first time in Canary Islands
    IAAPA EMEA holds Winter Conference for...

    Feb 15, 2019 0

  • Nancy & David Wolf Holocaust & Humanity Center, co-designed by Berenbaum Jacobs Associates and JRA, opens in Cincinnati’s Union Terminal
    Nancy & David Wolf Holocaust...

    Feb 14, 2019 0

  • Legacy Entertainment’s ROAD RAGE at Trans Studio Bali billed as world’s first “stunt show dark ride”
    Legacy Entertainment’s ROAD RAGE...

    Feb 13, 2019 0


Leave a Reply Cancel reply

You must be logged in to post a comment.





Current Issue

  • #76 – 2018 Year end/Trade show round-up
    #76 – 2018 Year end/Trade show round-up

    Dec 19, 2018 0

  • The zoovolution
    The zoovolution

    Dec 18, 2018 0

  • Legends, camels & ACE
    Legends, camels & ACE

    Dec 18, 2018 0

  • World’s fairs: 2020 vision
    World’s fairs: 2020 vision

    Dec 18, 2018 0

  • Can you tell me how to get to SésamoAventura?
    Can you tell me how to get to SésamoAventura?

    Dec 18, 2018 0

  • Mad Systems: The future is now
    Mad Systems: The future is now

    Dec 18, 2018 0

  • WWA 2018 shows waterpark markets are diverse and strong
    WWA 2018 shows waterpark markets are diverse and strong

    Dec 18, 2018 0

  • Time for a change
    Time for a change

    Dec 18, 2018 0

  • On-brand museums
    On-brand museums

    Dec 18, 2018 0

  • HollandWorld Redux
    HollandWorld Redux

    Dec 18, 2018 0

  • Two Bit Circus: When maker culture met the LBE
    Two Bit Circus: When maker culture met the LBE

    Dec 18, 2018 0

  • IAAPA Expo 2018 roundup
    IAAPA Expo 2018 roundup

    Dec 14, 2018 Comments Off on IAAPA Expo 2018 roundup

  • “Are you guys crazy?”
    “Are you guys crazy?”

    Dec 14, 2018 0

  • Oceaneering’s trackless vehicles become self-driving as well
    Oceaneering’s trackless vehicles become self-driving as...

    Dec 14, 2018 0

  • Building a cartoon network
    Building a cartoon network

    Nov 07, 2018 0

IPM Interviews

  • The main Attraktion!
    The main Attraktion!

    Feb 10, 2019 0

    Beyr established Attraktion! Group after an 18year tenure...
  • Mad Systems: The future is now
    Mad Systems: The future is now

    Dec 18, 2018 0

    InPark reported on the launch and revisited with Ensing for...
  • Time for a change
    Time for a change

    Dec 18, 2018 0

    InPark checks in with industry leaders who are heading back...
  • Michael Mercadante: Giving back
    Michael Mercadante: Giving back

    Nov 05, 2018 0

    Michael Mercadante, President of Main Street Design, Inc....
  • JCO: Theming beyond the theme park
    JCO: Theming beyond the theme park

    Nov 05, 2018 0

    JCO, based in St. Louis, MO, specializes in master planning...
  • The Hettema Group: Inside the experience designer’s studio
    The Hettema Group: Inside the experience designer’s

    Nov 05, 2018 0

    Founded by Phil in 2002, The Hettema Group has gone on to...
  • AAE Wrapup: IAAPA in Hong Kong
    AAE Wrapup: IAAPA in Hong Kong

    Sep 14, 2018 0

    Estimates indicate the Expo attracted more than 9,000...
  • Mack Solutions: Designing Rulantica
    Mack Solutions: Designing Rulantica

    Sep 14, 2018 0

    With a unique theme and detailed storytelling, the park is...
  • Weber Group: Meet the partners
    Weber Group: Meet the partners

    Sep 14, 2018 0

    The new Weber Group is managed by four partners, all of...
  • IAAPA, BRPH, accesso: Faces and places
    IAAPA, BRPH, accesso: Faces and places

    Sep 14, 2018 0

    "The beautiful thing about the creative and entertainment...
  • Expo 2023 Argentina Buenos Aires: Exclusive interview with Mr. Hernan Lombardi
    Expo 2023 Argentina Buenos Aires: Exclusive interview with...

    Jun 01, 2018 0

    The number of visits to Expo 2023 Argentina Buenos Aires is...
  • A Bid for Expo 2027 Minnesota
    A Bid for Expo 2027 Minnesota

    May 11, 2018 0

    "We have chosen an ideal location conveniently located...
  • nWave: Visioning forward
    nWave: Visioning forward

    Apr 30, 2018 0

    "nWave keeps pace with evolving markets and evolving...
  • ACE and Technomedia: A match made in Asia
    ACE and Technomedia: A match made in Asia

    Apr 30, 2018 0

    On February 2, 2018, Technomedia and ACE formed a strategic...
  • JRA: The strength of storybuilding
    JRA: The strength of storybuilding

    Apr 30, 2018 0

    In his role as senior designer at JRA, Colin Cronin has...
  • Panasonic: The psychology of imaging
    Panasonic: The psychology of imaging

    Apr 30, 2018 0

    Vice president and director of Panasonic Hollywood Labs,...
  • Barco: Show control 101
    Barco: Show control 101

    Apr 30, 2018 0

    In this exclusive interview with InPark, Eric draws on his...
  • Hasbro: Toy Stories
    Hasbro: Toy Stories

    Apr 29, 2018 0

    The international attractions industry and the public alike...
  • Special Interview Section: Creating change
    Special Interview Section: Creating change

    Apr 28, 2018 0

    InPark speaks with industry leaders taking on new...
  • Laura Marakowits: A mega maverick
    Laura Marakowits: A mega maverick

    Apr 28, 2018 0

    In addition to heading up Themed Entertainment &...
  • Brian Morrow: Creative Reality
    Brian Morrow: Creative Reality

    Apr 28, 2018 0

    Following a successful 12 year career at SeaWorld Parks &...
  • Greg MacLaurin: No instructions
    Greg MacLaurin: No instructions

    Apr 28, 2018 0

    "I was specifically hired to provide interactive design for...
  • Nol Van Genuchten: Triotech’s showman
    Nol Van Genuchten: Triotech’s showman

    Apr 27, 2018 0

    After years with Cirque du Soleil, Nol founded Creative...
  • Michael Daut: Building a bigger Mousetrappe
    Michael Daut: Building a bigger Mousetrappe

    Apr 27, 2018 0

    Michael Daut recently joined media-based experience design...
  • Loren Barrows: Alcorn’s New COO
    Loren Barrows: Alcorn’s New COO

    Apr 04, 2018 0

    An eight-year team member of Alcorn McBride, Barrows...
PLN5165_IAAPA_ORLANDO_BANNERS_INPARK_160X600

Categories

  • IPM Interviews
  • Theme Parks
  • Museums
  • Water Parks
  • Attractions
    • Haunts
    • Zoos & Aquariums
  • World markets
    • Asia
    • Europe & Middle East
    • Latin America & Mexico
    • North America
  • Technology & Media
  • Business
    • Events
    • People
  • World Expos

InPark Magazine

2349 E Ohio Ave
Milwaukee, WI 53207 USA
262.412.7107
mpalicki@inparkmagazine.com

View our Privacy Policy

Copyright 2018 InPark Magazine / All rights reserved