New Ownership for Peanuts Brand

NEW YORK: United Features Syndicate (UFS) and The E.W. Scripps Company have reached a deal to sell the Peanuts brand and related assets to Iconix Brand Group and the family of creator Charles Schulz for $175 million.

As part of the deal, Iconix will also acquire the licensing and character representation business of United Media Licensing, a division of UFS, which, in addition to Peanuts, represents a number of character brands, including Dilbert and Fancy Nancy. The newly formed subsidiary taking control of the businesses will be 80 percent owned by Iconix and 20 percent by the Schulz family.

The Peanuts cast of characters—among them Charlie Brown, Snoopy, Lucy, Linus, Sally, Schroeder, Peppermint Patty and Woodstock—have appeared in a number of holiday TV specials over the years, and remains a lucrative licensing and merchandising brand. The Peanuts brand is licensed in over 40 countries and generates annual retail sales of over $2 billion.

"We are excited to embark on this transformative deal for our company," stated Neil Cole, chairman and CEO of Iconix Brand Group. "The Peanuts brand is iconic, with some of the most beloved and well known characters in history. Peanuts is considered one of the most influential comic strips of all time and with its 60th anniversary this year the characters continue to be as popular as ever. Owning the Peanuts business moves Iconix well beyond fashion into a true global brand management entity with a wide variety of agreements that range from theme parks to media to financial institutions. It also extends our international platform with Peanuts licensed in over 40 countries and approximately two-thirds of its revenue coming from outside of the U.S. After closing this transaction, Iconix will be diversified with fashion only representing approximately two-thirds of our revenue. Further, we believe Peanuts large global footprint and broad licensing relationships will also open up new doors for our existing portfolio of brands and future acquisitions. We are equally excited to have the Schulz family as our partners and believe their passion and insight will be invaluable to the future success of the Peanuts brand."

Jean Schulz, the wife of the late Charles M. Schulz, commented, "We are grateful and proud of the active partnership we have had with United Media for the past 60 years. From the beginning, my husband worked directly with the people using his art to preserve the authenticity of his characters. Since his death, we have continued to do the same, working directly with our licensees to be true to my husband’s art. As we look to the future, it is a joy to partner with a company whose founder is at the helm. Neil and his team have great respect for who the Peanuts characters are and they honor all we have accomplished, and the spirit with which we do business."