In an agreement between United Features Syndicate and The E.W. Scripps Company, Iconix Brand Group has acquired the Peanuts brand in partnership with the family of Peanuts creator Charles Schulz. The brand, celebrating its 60th anniversary this year, will be owned 80% by Iconix and 20% by the Schulz family. Iconix will also acquire the licensing and character representation business of United Media Licensing, a division of United Features Syndicate, which represents a number of additional character brands including Dilbert and Fancy Nancy.
Peanuts global licensing platform involves more than 1,200 licensing agreements including relationships with MetLife, Hallmark, Universal Studios, Warner Bros., Cedar Fair, H&M, Benetton, Old Navy, CVS and Walgreens. Peanuts is licensed in more than 40 countries and generates annual retail sales of more than US$2 billion, with approximately two-thirds of revenue coming from outside of the U.S.
The total purchase price for the acquisition is approximately $175 million of which Iconix will pay for its 80% share and the Schulz family will pay for its 20% share.