Inside Line

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"Peanuts" continues to spark promotional plans, even after Charles Schulz's decision to retire the comic strip. Macy's is teaming with United Media's Peanuts brand for a yearlong promotion centering on the 50th anniversary of the strip. Included are in-store programs featuring Snoopy as Macy's "millennium mascot." Separately, Bestfoods' Skippy peanut butter will become the "Official Peanut Butter Sandwich of the Peanuts gang," starting with a national free-standing newspaper insert dropping to 40 million households this month, offering consumers a Peanuts place mat. Next fall, Skippy will launch a Peanuts-theme consumer sweepstakes. Both Bestfoods promotions also encompass its Arnold, Brownberry and Oroweat bread brands. Quinn Fable, New York, handles.

Bristol-Myers Squibb Co.'s Excedrin will be the title sponsor of first "TV Guide Search for America's No. 1 TV Fan," a contest tied to the second annual TV Guide Awards airing March 5 on Fox. Contestants are invited to submit a 2-minute videotape describing their passion for TV. The winner, to be announced March 1, will attend the awards event and appear on the broadcast. The promotion is backed by a 10-city mall tour, Jan. 22-Jan. 29, where fans can tape their video entries.

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