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Iconix Acquires Peanuts Brand

Posted on April 27, 2010 by HFN Staff

NEW YORK-Iconix has agreed to purchase the rights to Charlie Brown, Snoopy and the rest of the Peanuts gang for $175 million.

The Peanuts brand and other acquired assets will be purchased through a newly formed subsidiary, which will be owned 80 percent by Iconix and 20 percent by the family of Charles Schulz, the Peanuts' creator.

As part of the transaction, 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. 

Peanuts has a diversified global licensing platform with over 1,200 licensing agreements including relationships with MetLife, Hallmark, Universal Studios, Warner Bros., Cedar Fair, CVS and Walgreens. The Peanuts brand is licensed in over 40 countries and generates annual retail sales of over $2 billion, according to Iconix.

Iconix already owns and licenses brands such as Joe Boxer, Royal Velvet, Fieldcrest, Cannon and Waverly.