Takeaways
- Sony is becoming the majority owner of Peanuts, raising its stake to 80% through a $457.2M deal.
- The Schulz family keeps 20% ownership, preserving creative legacy and long-term stewardship.
- WildBrain exits most ownership but stays deeply involved as the exclusive animation production studio for new Peanuts content.
- The deal signals a bigger push to expand Peanuts across film, streaming, consumer products, and global licensing.
Sony just made one of the biggest character-brand moves of the year—proof that Snoopy and Charlie Brown remain top-tier global IP with massive long-term value.
On December 18, 2025, Sony Music Entertainment (Japan) and Sony Pictures Entertainment announced a definitive agreement to acquire WildBrain’s 41% stake in Peanuts Holdings LLC for $457.2 million USD (also reported as $630 million CAD). Once the transaction closes, Sony’s total ownership will rise to 80%, turning Peanuts into a consolidated subsidiary inside Sony’s larger entertainment empire.
That’s a huge shift in control for one of the most recognizable franchises in pop culture—one that has steadily evolved from classic comic strips and holiday TV specials into a modern, multi-platform brand with global licensing power.
What Sony’s Peanuts Deal Actually Means
This isn’t Sony’s first move into the Peanuts universe. Sony has held a 39% stake since 2018, but this new purchase gives the company the kind of control that changes how a brand can be scaled.
With 80% ownership, Sony can:
- treat Peanuts as a major core property across divisions
- streamline brand strategy (content + merchandising + licensing)
- move faster on partnerships and platform distribution
- build bigger long-term franchise planning, instead of project-by-project decisions
For entertainment professionals, this is a clear example of how major studios are prioritizing evergreen, family-friendly IP that can generate revenue in multiple formats at once.
The Schulz Family’s 20% Stake: Why It Matters
One of the biggest details in this deal is what didn’t change: the Schulz family retains 20% equity.
That matters because Peanuts isn’t just a brand—it’s a legacy property with a loyal fan base that’s extremely sensitive to tone, character integrity, and “brand feel.” Keeping the Schulz family involved signals continuity and trust, especially as Sony increases its influence.
For IP-based projects today, this kind of creator-family involvement often plays two important roles:
- guardrails on authenticity, so the franchise doesn’t drift too far from what audiences love
- a credibility boost for new content expansions and partnerships
It’s a business move, but it’s also a creative reassurance.
WildBrain Still Stays in the Picture
Even though WildBrain is selling its ownership stake, it’s not disappearing from Peanuts production.
According to the deal terms:
- WildBrain remains the exclusive production studio for new Peanuts animation
- WildBrain continues handling licensing management in Europe, the Middle East, and parts of Asia
So while Sony gains majority ownership, WildBrain continues as a key operational partner—especially for the animation pipeline and international licensing in specific regions.
This setup reflects a growing entertainment trend: ownership consolidation paired with specialized production partnerships. Studios want to own more IP, but they often keep trusted production teams in place to maintain consistency (and avoid reinventing a working system).
Why Peanuts Is a “Heavyweight” IP in 2025
Peanuts isn’t a trend—it’s a long-running cultural institution. And that’s exactly why it’s valuable.
Today, “evergreen” IP tends to win because it can drive:
- repeat seasonal viewing (especially around holidays)
- multi-generational audiences (parents + kids + nostalgia viewers)
- consumer products and retail partnerships year-round
- streaming demand through comfort viewing and family content needs
Over the last few years, entertainment companies have been doubling down on brands with:
- recognizable characters
- safe global appeal
- licensing strength
- cross-platform adaptability
Peanuts checks every box.
Sony’s Big Advantage: A Full Entertainment Ecosystem
Sony isn’t just a movie studio—it’s a multi-vertical entertainment machine. This is why the acquisition reads as a strategic “goldmine” for the company.
With Peanuts under majority control, Sony can potentially expand the brand across:
- film and theatrical projects (new formats, fresh storytelling angles)
- streaming and digital-first releases (short-form, specials, series)
- music and audio experiences (soundtracks, themed releases, brand collaborations)
- gaming and interactive content (family-friendly games, brand tie-ins)
- global consumer products (apparel, collectibles, lifestyle goods)
In today’s market, the biggest IP winners are the ones that can live everywhere—without losing brand identity. Sony is built for that kind of multi-platform expansion.
What This Signals About the IP Market Right Now
This deal isn’t just about Peanuts—it’s part of a broader wave in entertainment where major players are aggressively acquiring and consolidating beloved franchises.
Why? Because IP is increasingly seen as:
- stable value in a volatile box office and streaming environment
- a merchandising engine that supports revenue outside ticket sales
- a long-term asset that can be refreshed repeatedly with new content formats
Studios are also responding to a key audience reality: viewers are overwhelmed by endless new titles and often gravitate back to familiar, trusted brands. Peanuts is as trusted as it gets.
What Fans and Creators Should Watch For Next
Sony and WildBrain haven’t spelled out a full rollout plan yet, but based on how major IP expansions usually work, the next signals will likely come in a few areas:
- New animation announcements (series, specials, short-form digital content)
- Global licensing partnerships (fashion, collectibles, lifestyle collaborations)
- Platform strategy (where Peanuts content will live and how it will be promoted)
- Theatrical ambitions (whether Sony pursues “event” releases or franchise films)
The article hints at a stronger push into digital platforms and global theatrical experiences, which fits where family brands are heading: big awareness moments paired with consistent year-round content.
The Bottom Line
Sony’s $457.2M move to become the majority owner of Peanuts is a bold signal that classic character brands are more valuable than ever—especially when they can scale across film, streaming, and consumer products.
With Sony at 80%, the Schulz family maintaining 20%, and WildBrain continuing as the exclusive animation studio, Peanuts is entering a new era designed for growth—while still protecting the legacy that made it a global favorite in the first place.
