Concept store developer Story launches “How Original!,” a retail presentation of products from more than 15 licensees, developed from the works of the Peanuts Global Artist Collective.

Artist Kenny Scharf’s Designs

About 500 skus from the seven-artist collective, whose artwork debuted last April with murals in seven cities around the world, range from Bamford Watch Department’s watches ($695) to PinTrill’s pins ($8), building on the first time artists have reinterpreted Charles Schulz’s original characters.

The products, developed by Story and Peanuts Worldwide over a three-month period, come from brands including Champion (sweat shirts priced at $150-$165), Hershel Supply Co. (backpacks), Sugarfina (candy) and Van’s (footwear), K-way (a French label known for waterproof shell jackets) and Mi Cielo (a supplier of hand-stitched onesies and t-shirts).

Also part of the installation – Story’s 41st since its founding 2011 – are peel and stick wallpaper supplier Chasing Paper, I Made That Bag, which developed DIY pouches pre-embossed with Peanuts designs ($30) as well as finished totes ($225) and comedian Jamie Kimmel’s daughter, Katie Kimmel’s, “Good Grief” sweatshirts.

“We wanted to have licensees and brands that stood for originality and expression that would appeal across the broad spectrum of Peanuts fans,” said Rachel Shechtman, CEO of Story, which was bought by Macy’s earlier this year.

The collective includes artists Andre Saraia (Mr. A), AVAF, FriendsWithYou, Kenny Scharf, Nina Chanel Abney, Rob Pruitt and Tomokazu Matsuyama.

Story regularly works with brand owners on theming its store. Some of the Peanuts licensees (Stance, Mi Cielo, Sugarfina) have worked on Story’s past efforts with entertainment properties, including The Greatest Showman (2017); the 90s-themed “Nickelodeon: Remember When” (2016) and USA Network’s “Mr. Robot” (2016).

Shechtman, who was named as Macy’s Brand Experience Officer when Story was acquired, expects the first integration of a Story-like concept into Macy’s to come in the first half 2019. But it’s not a case of merely recreating “what we developed on 10th avenue and plop it into [Macy’s],” says Shechtman “It is a question of how the insights we have here look at that scale in a way that makes sense for a Macy’s customer.”

Contact:

Story, Rachel Shechtman, CEO, 917-494-9737, rachel@cubeventures.com

Peanuts Worldwide, Roz Nowicki, EVP, 212-293-8555, roz.nowicki@peanuts.com