Sony has gained control of Snoopy, Charlie Brown and the broader Peanuts universe after agreeing to pay more than $450 million to raise its stake in Peanuts Holdings to 80%, up from a stake held through WildBrain, which owns the business. The deal values the company at more than $1 billion, and the Schulz family will retain the remaining 20%. Peanuts content will remain on Apple TV+ through 2030 under a licensing agreement renewed in October, ensuring Peanuts programming on the platform for the next five years.
Friday's announcement marks another milestone in Sony's long involvement with Peanuts. Sony first became involved with the characters in 2010 as the agent in Japan. WildBrain bought the Peanuts business in 2017 and sold a 39 percent stake to Sony a year later, bringing Sony's stake to 39 percent prior to this deal. The latest agreement lifts Sony's ownership to 80 percent, with the Schulz family holding the remaining 20 percent.
Peanuts has endured as a global franchise since the 1947 debut in the Li'l Folks strips and the 1950s rebranding to Peanuts. The 2015 The Peanuts Movie grossed more than 200 million at the worldwide box office, and Snoopy has been used as a mascot in various campaigns, including three decades with MetLife. The brand has remained a staple of television specials and films, including A Charlie Brown Christmas in 1965, with its iconic music and characters remaining recognizable across generations.
Sony's expansion in entertainment and gaming is part of a broader strategy. The company has invested heavily in acquisitions in recent years, including spending more than 300 million to increase its stake in Kadokawa, and in July this year, planning to pay around 460 million for a stake in Bandai Namco Holdings, the creator of Pac-Man and Tekken. In September, Sony spun off its 9.5 billion financial services business to focus on its core entertainment initiatives. The company has reported strong earnings in recent quarters, helped in part by the global success of its Demon Slayer films.
Industry observers note that the deal solidifies Sony's position in a globally recognizable property that has proven resilient across media cycles. For consumers, the immediate effect is continued access to Peanuts content on Apple TV+ through 2030, with the broader potential for new films, series and games tied to Peanuts in Sony's pipeline. The arrangement preserves the Schulz family's stake while enabling continued cross-platform storytelling and merchandising opportunities around the Peanuts gang.