It’s got Spider-Man, it’s got Slimer, and now Sony adds another powerful “S” to its slate: Snoopy. Yes, Sony now controls the Peanuts gang in yet another case of Hollywood acquisition mania.
This week, Sony Pictures Entertainment and Sony Music Entertainment (Japan) bought a 41% share of Peanuts Holdings LLC, the company that owns the Charles M. Schulz-created property, from WildBrain for roughly $457 million. Of course, 41% is less than half, but Sony Music Entertainment (Japan) already owned 39% of the franchise, so now Sony as a whole owns 80%. The other 20% is still owned by the Schulz family.
“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,” Shunsuke Muramatsu, president and group CEO, Sony Music Entertainment (Japan), said in a statement. “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.”
What that exactly means is still up for debate. Will there be more movies, TV shows, albums, etc.? You’d have to think so, but nothing is set in stone just yet. “We are deeply committed to carrying forward the legacy of Charles Schulz and the Schulz family,” Muramatsu continued. “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.”
Peanuts last hit the big screen in 2015 with The Peanuts Movie, a CGI-animated family film released by what was then 20th Century Fox. It was a moderate success, grossing about $250 million on a budget of around $100 million, so with another 10-15 years removed, maybe it’s time for a return to the big screen. But also, you have to think, the real money in owning Peanuts is licensing out the classic material, such as the holiday specials. Not to mention the merchandise.
Anytime a big studio acquires a major brand, it’s a big deal, but it remains to be seen what, if anything, can be done to keep these characters popular for new generations. Executives can say things like, “We have the unique capability and extraordinary opportunity to protect and shape the future of these beloved characters for generations to come,” which the CEO of Sony Pictures, Ravi Ahuja, did. But opportunity and action are different. Hopefully, though, Snoopy, Charlie Brown, Lucy, and the gang enjoy their new home.
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