Sony takes control of Snoopy and the Peanuts gang in $450 million deal, expanding stake to 80%

Sony has reached an agreement to acquire an 80 percent stake in Peanuts Holdings for more than $450 million, giving the Japanese entertainment conglomerate majority control of Snoopy, Charlie Brown and the rest of the Peanuts gang. The deal values the brand at more than $1 billion, and the Schulz family will retain the remaining 20 percent stake. Apple TV+ will continue to host Peanuts content for the next five years under a licensing agreement renewed through 2030.

Sony’s long-running involvement with Peanuts began in 2010, when the company acted as the brand’s agent in Japan. WildBrain, the current holder of the remaining stake, bought Peanuts in 2017 and sold a 39 percent stake to Sony in 2018. The latest transaction lifts Sony’s stake to 80 percent, cementing its role as the primary owner while the Schulz family keeps 20 percent. Apple TV+ licensing remains in place through 2030, ensuring continued streaming of Peanuts content during the transition.

Peanuts has a multi-generational footprint in pop culture. The strip debuted in 1947 as Li'l Folks and was rebranded as Peanuts around 1950. It expanded into toys, TV specials and films, culminating in the 2015 animated The Peanuts Movie, produced by 20th Century Fox, which grossed more than $200 million. Snoopy also became a longstanding mascot for MetLife for decades, and holiday specials such as 1965’s A Charlie Brown Christmas, with Vince Guaraldi’s iconic soundtrack, remain cultural touchstones.

Sony has pursued a strategy of expanding its reach in entertainment and gaming through acquisitions. The company spent more than $300 million to increase its stake in publishing house Kadokawa last year and signaled a roughly $460 million purchase for a stake in Bandai Namco Holdings, home to Pac-Man and Tekken, earlier this year. In September, Sony spun off its $9.5 billion financial services business to focus on its core entertainment and gaming operations. The company has also benefited in recent quarters from the global success of its Demon Slayer film franchise, among other properties.

The Peanuts deal underscores Sony’s approach to building cross-media franchises that can span films, streaming, games and consumer products. By maintaining Apple TV+ as the Peanuts home through 2030, the arrangement also preserves a stable streaming platform for existing and new content while allowing Sony to plan future projects across its studios and game division without disrupting established licensing streams.