On Thursday, Sony’s Music Entertainment Japan and U.S.-based Sony Pictures Entertainment announced that they have formed an agreement with WildBrain, a Canadian entertainment company, to obtain the latter’s 41% share in Peanuts Holdings LLC, the parent company for Charles M. Schulz’s iconic cartoon franchise, first introduced in October 1950 and includes characters such as Charlie Brown, Snoopy, Lois, and the rest of the Peanuts gang.
WildBrain confirmed the deal was for $630 million in Canadian dollars, approximately $457 million in U.S. dollars. The Schulz family will still retain their current 20% stake, but once the transaction is complete, Sony will officially own 80% of Peanuts Holdings LLC. However, Sony stated on Wednesday that the management of Peanuts and its ownership rights will continue with Peanuts Worldwide, “a wholly owned subsidiary of Peanuts Holdings LLC.” Peanuts Holdings and Worldwide will both become a “consolidated subsidiary” of Sony, with Sony Music managing Peanuts Holdings in a partnership with Sony Pictures Entertainment.
WildBrain, based in Toronto, has had “majority rights” to Peanuts since it, when known as DHX Media, acquired the Peanuts and Strawberry Shortcake rights holder Iconix Brand Group in 2017, in a deal valued at a reported $345 million. According to the deal with Sony, WildBrain is set to remain the main licensing agent through WildBrain CPLG for “consumer products in all current territories across Europe, the Middle East, China, and Asia Pacific” along with the production studio for new Peanuts media, management of the Snoopy YouTube channel, and the distributor of the “WildBrain-produced Peanuts content.”
President and Group CEO of SME Japan, Shunsuke Muramatsu, expressed his excitement over the deal, saying,
Since 2018, SMEJ has been proud to be part of the partnership behind ‘Peanuts’, an iconic global entertainment brand with a 75-year legacy of delighting audiences worldwide. With this additional ownership stake, we are thrilled to be able to further elevate the value of the ‘Peanuts’ brand by drawing on the Sony Group’s extensive global network and collective expertise. We are deeply committed to carrying forward the legacy of Charles Schulz and the Schulz family. Together with SPE, and backed by WildBrain’s continued partnership, we will continue to embrace new opportunities to ensure that ‘Peanuts’ remains a relevant and beloved presence across generations — reaching new audiences and sharing the timeless charm of the ‘Peanuts’ gang for years ahead.
Ravi Ahuja, the President and CEO of SPE, also commented on the partnership, stating,
Peanuts is enduring and iconic. We value the deep collaboration we have with our SMEJ colleagues and look forward to building on their meaningful partnership with WildBrain and the Schulz family. With our combined strengths, we have the unique capability and extraordinary opportunity to protect and shape the future of these beloved characters for generations to come.
WildBrain CEO and President Josh Scherba also shared his enthusiasm for the new deal, commenting,
Sony has been an excellent partner on the ‘Peanuts’ brand for many years, and we’re confident that Charlie Brown, Snoopy, and the gang are in good hands with them. We’d like to thank the Peanuts Worldwide team, as well as the Schulz family, for their incredible collaboration, and we look forward to working with them and Sony going forward to continue driving global success for ‘Peanuts’.
As for Peanuts media, an animated feature for Apple TV was announced back in November 2023, slated to begin production in 2024 by WildBrain Studios, with director Steve Martino, who helmed the 2015 Peanuts feature The Peanuts Movie, set to direct.
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