Why is Snoopy, who seems to be making money, to be sold again?

Snoopy is a Canadian puppy from now on.

Canadian company DHX Media acquired an 80% stake in Peanut Manga and a 100% stake in the animated character Strawberry Shortcake for $345 million from the American company Iconix Brand Group. Animations such as "Antenna Baby", "Bob the Builder", and "Slug Terra" belong to DHX Media. Snoopy, Charlie Brown and other peanut comic characters will be Ding Ding, Lala's colleagues.

In 2010, Iconix Brand Group acquired an 80% stake in EW Scripps Company for $175 million. The remaining 20% ​​of the shares are owned by the family of peanut comic author Charles Schultz. In January of this year, due to poor management, Iconix Brand Group was reported to sell peanut comics and strawberry girls for 300 million yuan. The transaction price was slightly higher than the media expectation.

Iconix Brand Group also owns sports brand Umbro, clothing brand Joe Boxer, outdoor clothing brand London Fog and other brands, the overall performance is sluggish. In 2016, the Iconix Brand Group had sales of US$368 million, of which the peanut series had sales of US$95 million in 2016, accounting for 25.8%.

In 2016, Metlife announced that it will not renew its contract with Snoopy, which has been working for 31 years, after the expiration of the 2019 contract. According to Forbes, Iconix Brand Group is able to receive approximately $12 million in brand licensing fees from Metropolitan Life each year. The loss of $12 million is aggravating the underperforming Iconix Brand Group.

Metropolitan Life believes that "Snoopy's image value has been diluted a lot compared to 30 years ago." Timothy Calkins, a professor of marketing at the Kellogg School of Management in the Northwestern United States, commented on the “breakup” of MetLife and Snoopy: “This pair of peanuts will be a setback, but it is a reasonable choice for insurance companies. History Nubian is a lovely character, but this does not mean it has financial common sense."

However, in the eyes of Timothy Calkins, Snoopy is still a "famous brand that is well known and loved by people."

In Forbes' 2016 Celebrity Celebrity Income Ranking, Charles Schultz, the father of peanut comics, ranked second with $48 million in revenue, second only to Michael Jackson.

As a predecessor in the IP world, Snoopy began its commercialization in the 1950s.

At present, Snoopy has more than 700 brand licensing agreements in more than 100 countries around the world, including Nestlé, Uniqlo and Warner Bros. Recently, UNIQLO KAWS x PEANUTS series dolls were even out of stock because of their high popularity. Uniqlo also indicated that it will carry out bulk replenishment. Prior to working with Uniqlo, the Peanut series also worked with fast fashion brands H&M and Old Navy.

In 2015, the Peanut Series was launched on the big screen. The production fee of $900,000 for Snoopy: Peanut Film won a global box office of US$246 million, including US$130 million at the US box office, which was ranked at the 2015 US box office. 24th place. This box office is not too good, but it is not too bad. Many viewers are still moved from the familiar bridge.

But we don't have to worry too much about this puppy born in 1950, because it is the Asian people who love Snoopy.

In 2016, the world's first SNOOPY MUSEUM was opened in Roppongi, Tokyo; Snoopy also has 26 SINOPY Town Shops in various parts of Japan; there are also rides in Osaka Universal Studios. Than" with SNOOPY studio Store.

In China, Hong Kong and Taiwan, there are more than 2,000 peanut-related retail outlets, including Charlie Brown Café, SNOOPY Bakery and apparel brand SNOOPY.

But Snoopy, who has arrived at the new club, must face the problem of rejuvenating the role image.

Source: Curiosity Daily

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