New York-based Peanuts Worldwide has renewed its long-term partnership with Sony Creative Products (SCP), which has spearheaded Peanuts’ business in Japan since 2010.

SCP will continue to manage the IP’s business efforts in the region, while also planning and executing the 50th anniversary of Peanuts in Japan, which kicks off in 2018.

The extended agreement comes as Peanuts remains one of the top-selling entertainment brands in the country, particularly among girls.

The brand’s Japanese retail presence currently includes 23 Snoopy Town Shop stores and three Peanuts cafes, and SCP recently helped launch Snoopy Museum Tokyo, an off-shoot of the Charles M. Schulz Museum and Research Center in Santa Rosa.

Stateside, Peanuts Worldwide has experienced changes within its executive ranks over the past number of months. In May, former Twentieth Century Fox exec Roz Nowicki was tapped to lead Peanuts Worldwide and Iconix Entertainment Group as EVP─replacing Leigh Anne Brodsky who left Iconix for Discovery Communications earlier that month.