Call it a meeting of two heritage minds.
C.O. Bigelow, the 188-year-old pharmacy nestled in the heart of Greenwhich Village, is partnering with Peanuts, the 75-year-old comic franchise created by Charles M. Schulz, to launch a limited-edition capsule edit, available now.
Named The Peanuts Collection, the line offers several of C.O. Bigelow’s bestselling products — from salves and shaving creams, to hand and herbal comfort sticks — in keepsake packaging featuring illustrations of the legendary characters, including Charlie Brown, Lucy, Marcie, Snoopy and Woodstock.
The Peanuts Collection Lemon Hand and Body Care Kit.
“From its humble origins in just seven U.S. newspapers in 1950, Peanuts has grown to become a global phenomenon, loved by fans of all ages across generations,” Liz Brinkely, vice president, global licensing: fashion, collaborations, home and HBA for Peanuts, said in an official statement. “Peanuts and C.O. Bigelow share a mutual timelessness and playful spirit that is brought to the forefront of this special collection.”
The Peanuts Collection Herbal Comfort Relief Stick.
According to Ian Ginsberg, third-generation pharmacist and president of C.O. Bigelow, this collaboration has been brewing ever since the opportunity — quite literally — landed in his hands. “About six months or a year ago, I walked in [to the store] one day and someone handed me a card from Peanuts. After I passed out, I called the number, and they said, ‘Hey, we’d love to figure out a way to work with you somehow,” he told WWD.
As a child of the ’60s, Ginsberg grew up devouring Peanuts comic strips and holiday specials. “It’s just one of those things that makes everybody happy, and even to this day, they’ve done an incredible job preserving the heritage of that,” he said. This collection is an homage to that and the story of Schulz’s life told through the lens of each character.
The Peanuts Collection Premium Shave Cream.
In addition to the product line, which will be sold in-store and online, C.O. Bigelow is bringing the brand to life inside the walls of its pharmacy, where store associates will be clad in Snoopy lab coats, selling special T-shirts, stamps and postcards. New York residents and tourist will be able to write and mail those postcards in-store during the months of August and September. But the activations don’t stop there. “There’s fun stuff happening on site, like animated stuff that’ll come alive and we’re doing a pop-up,” Ginsberg teased.
As for why now was the right time to launch the collection and activate on this scale, Ginsberg said: “There’s a lot of tourists coming, and so we just thought it was a good time. Bigelow is so fun all the time, but it’s really fun when the weather’s great. This place, over the last couple years, has exploded with Gen Z like you’ve never seen before, and so we just thought it was a fun time to do it when the weather’s great and we can do stuff outside, inside, and we’ll carry it through the holiday.”