After being rumored to be for sale earlier this year, it appears that Iconix sold 80% of the Peanuts brand, along with Strawberry Shortcake. DHX Media, the company that produces Bob the Builder, Teletubies, and more, has acquired both brands for $345 million dollars, according to the Hollywood Reporter. The estate of Charles Schultz still retains 20% of the characters created by the late cartoonist.
In 2010, Iconix purchased 80% of the brand from United Features Syndicate and The E.W. Scripps Company for $175 million dollars. While the success of The Peanuts Movie surely helped to increase the pricetag this time around, the Strawberry Shortcake property also adds significant value. The Shortcake brand was purchased by Iconix for $105 million dollars in 2015.
DHX, a Canadian-based company, had already begun to co-produce a new Strawberry Shortcake animated series with Iconix. The series is contracted for 39 half-hour episodes, though no release date has been announced.
The Peanuts, created by Schultz in 1947, are some of the most identifiable characters in all of popular culture, and have been featured in television specials, multiple advertising ventures, and even a Broadway musical. While still a staggering sum of money, if utilized correctly, this deal could be a steal for DHX, who have acquired properties like Arthur and Care Bears.
