{"id":25597,"date":"2026-01-04T09:15:37","date_gmt":"2026-01-04T01:15:37","guid":{"rendered":"https:\/\/sgbuzz.com\/?p=25597"},"modified":"2026-01-04T09:15:37","modified_gmt":"2026-01-04T01:15:37","slug":"at-75-snoopy-has-conquered-the-gen-z-market-and-collaborates-with-global-luxury-brands","status":"publish","type":"post","link":"https:\/\/sgbuzz.com\/?p=25597","title":{"rendered":"At 75, Snoopy has conquered the Gen Z market and collaborates with global, luxury brands"},"content":{"rendered":"


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Snoopy, probably the world\u2019s most famous beagle, is having another moment. Created by US cartoonist Charles M. Schulz, the character from the Peanuts<\/em> comic strip has lately been adorning all manner of merchandise, from pimple patches to luxury handbags.<\/p>\n

The spike in Snoopy products has been especially pronounced with the 75th anniversary of Peanuts<\/em>, aka Snoopy\u2019s 75th birthday, in 2025. But the grip Snoopy has on pop culture and the retail industry<\/span> runs deeper than anniversary buzz. According to Sony, which recently acquired majority ownership of the Peanuts<\/em> franchise, the IP is worth half a billion US dollars.<\/div>\n

Snoopy has always been a pop culture darling. Despite his owner, Charlie Brown, being the Peanuts<\/em> strip\u2019s main character and the namesake for most of the franchise\u2019s adaptations, Snoopy was inarguably its breakout star. He was the winner of a 2001 New York Times poll about readers\u2019 favourite Peanuts<\/em> characters, with 35 per cent of the vote.<\/p>\n

The veritable Snoopymania possessing today\u2019s consumers exploded with the social media boom of the early 2010s, says Melissa Menta, senior vice-president of global brand and communications for Peanuts Worldwide.<\/p>\n

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In 2025, the Charles M. Schulz Museum in California celebrated the 75th anniversary of the Peanuts comic strip\u2019s debut. Charlie Brown is the Peanuts strip\u2019s main character. Photo: TNS<\/figcaption><\/figure>\n<\/div>\n<\/div>\n
That is also when the company saw the first signs of uncharacteristically high brand engagement, Menta says. She largely attributed the success of Peanuts<\/em> on social media to the comic strip\u2019s suitability for visual platforms like Instagram<\/span>.<\/div>\n

\u201cNo one reads the comic strips in newspapers any more,\u201d Menta says, \u201cbut if you think about it, a four-panel comic strip, it\u2019s actually an Instagram carousel.\u201d<\/p>\n<\/div>\n


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