WildBrain Sells Its Peanuts Stake To Sony For A Debt-Free Balance Sheet

Toronto-based kids and family entertainment company WildBrain has agreed to sell its remaining 41% stake in Peanuts Holdings to Sony for CAD $630 million ($457 million) in cash, a move that will fully eliminate WildBrain’s current debt and launch a strategic reset for the company. The deal is still subject to customary closing conditions, including regulatory approvals.

Sony, through Sony Music Entertainment (Japan) and Sony Pictures Entertainment, will become the majority owner of the Peanuts IP, alongside the Schulz family, which retains a 20% stake. Sony previously acquired a 39% interest in 2018.

Although the company is selling its ownership stake in the IP, WildBrain will remain deeply involved with the brand through a multi-year services agreement. A new CG animated feature was announced in 2023.

Under the new deal, WildBrain will continue as Peanuts’ exclusive licensing agent for consumer products across Europe, the Middle East, China, and Asia Pacific (excluding Japan and ANZ). Its studio will also remain the exclusive producer of new Peanuts content, including the aforementioned film currently in production as part of an Apple TV+ partnership, which was recently renewed through 2030. WildBrain will also continue distributing the content it produces and managing the Snoopy YouTube channel.

Financially, the impact is substantial. According to a release, proceeds from the sale will fully repay WildBrain’s senior secured credit facility, leaving the company with more than $40 million in cash and saving approximately $50 million annually in interest payments.

CEO Josh Scherba framed the sale as a value-“crystallizing” move that frees the company to double down on the other IPs that it owns in their entirety. WildBrain plans to reinvest in franchises like Strawberry Shortcake and Teletubbies, expand its digital footprint across YouTube, FAST, and AVOD platforms. The company says it now has the capacity to invest $50–$100 million in new or expanded growth initiatives.

WildBrain acquired 80% of Peanuts in 2017 as part of a $448 million deal that also included Strawberry Shortcake. Including this latest sale, total proceeds and distributions from its Peanuts ownership now exceed $1 billion. Offloading its best recognized property is only the latest big move from WildBrain, which announced that it would shutter its entire Canadian broadcast business — including Family Channel, Family Jr., WildBrainTV, and Télémagino — after failing to secure renewed carriage agreements with major distributors.

At Sony, this deal marks another instance of a major studio cashing in on established IP. As the industry continues to see massive returns on prequels, sequels, spinoffs, and adaptations, the Peanuts franchise looks like a long-term investment that could pay off on multiple fronts if exploited effectively.