As the 25th anniversary of Charles Schulz’s passing approaches, his beloved Peanuts characters remain more than just icons of culture; they are a thriving empire. From cereal boxes to theme parks, the Peanuts gang has permeated global life, transforming a simple comic strip into a multimillion-dollar brand that continues to draw revenue and inspire new generations.
From St. Paul to the Funny Pages
Charles Monroe Schulz was born in 1922 in Minneapolis, Minnesota. Much like his iconic character Charlie Brown, Schulz grew up in a modest household with a barber father and a homemaker mother, leading a life marked by contemplation and creativity. His fascination with drawing began in childhood, particularly inspired by figures like Popeye. Throughout high school, he pursued cartooning, but with limited success. Although Schulz faced social challenges—like skipping two grades in elementary school that left him isolated—his ambition to become a cartoonist never waned.
After graduating, Schulz took a correspondence art course and secured his first job at a Catholic magazine, illustrating tales of a family and their quirky pets. However, his artistic pursuits were interrupted when he was drafted into World War II, serving in Europe with the 20th Armored Division. Following the war, he returned to Minnesota, resuming his cartooning efforts while developing his own unique concepts.
In 1949, Schulz debuted a comic strip called “Li’l Folks” in the St. Paul Pioneer Press. The following year, United Feature Syndicate expressed interest in syndicating his work nationally—on the condition that he change the name. Although he found the new title, “Peanuts,” to be absurd, he accepted the deal.
The inaugural “Peanuts” comic was published on October 2, 1950, just a month after Schulz’s 28th birthday. Initially, only seven newspapers agreed to carry the strip. However, by 1953, its popularity surged, and Schulz was earning $30,000 annually, the equivalent of $360,000 today.
A Billion Dollar Cartoon
Over the next few decades, “Peanuts” became a formidable presence: syndicated in over 2,600 newspapers and translated into 21 languages, it was read daily by countless fans. The true financial windfall was generated through licensing.
Schulz turned his characters into a merchandising phenomenon, associating with iconic brands like Hallmark and Mattel. Snoopy adorned everything from lunchboxes to wristwatches, captivating audiences worldwide. By the 1980s, Schulz was raking in approximately $30 million per year—around $95 million today. Throughout the 1990s until his death in 2000, he earned an estimated $40 million annually, which placed him among the highest earners in entertainment.
Remarkably, Schulz personally wrote and illustrated every single “Peanuts” strip—17,897 in total—until his death on February 12, 2000, from colon cancer. The final strip ran the day after he passed away. In his will, Schulz mandated that no further strips be created posthumously, a testament to his desire for artistic integrity.
At the time of his passing, Schulz’s net worth stood at $200 million—equivalent to approximately $375 million today. But this was merely the beginning of the Peanuts legacy.
A Posthumous Empire
In the years following Schulz’s death, the Peanuts brand experienced an unexpected renaissance, with the estate generating millions annually. Between 2001 and 2024, Schulz’s estate averaged earnings of $30–40 million per year. A few highlights of this financial windfall include:
- 2001–2005: $20M to $35M annually from licensing, syndication, and beloved TV specials.
- 2010: A landmark year when United Feature Syndicate sold the Peanuts IP to Peanuts Worldwide LLC, a joint venture with Iconix Brand Group acquiring an 80% stake for $175 million, while the Schulz family retained a 20% share.
- 2015: The release of “The Peanuts Movie” grossed over $246 million globally, leading to a revenue surge exceeding $40 million.
- 2016: The estate reached an all-time high with earnings of $48 million.
- 2020–2024: Thanks to new series on Apple TV+, recurring annual earnings ranged between $30 million to $40 million.
In total, Schulz’s estate has approached $1 billion in earnings since his passing—surpassing the lifetime earnings of many renowned celebrities. Each year, Schulz continues to rank among the highest-paid deceased entertainers.
Who Owns Peanuts Today?
After United Feature Syndicate sold the Peanuts IP in 2010, the brand underwent a transition to Peanuts Worldwide LLC. The Schulz family retained 20% ownership, allowing them to maintain some artistic control. In 2017, the company underwent further changes, with Canadian media company DHX Media acquiring the majority stake for $345 million.
In a notable transaction in 2018, Sony Music Entertainment acquired a 39% stake in Peanuts, resulting in the following ownership structure:
- WildBrain: approx. 41%
- Sony Music (Japan): approx. 39%
- Schulz Family: 20%
The Schulz family, through Charles M. Schulz Creative Associates, remains influential, wielding veto power on crucial creative decisions and earning royalties through ownership and licensing. Schulz’s son, Craig, plays an active role in recent productions and business strategies.
Still Drawing Dividends
A quarter-century after his passing, Charles Schulz’s Peanuts franchise thrives. New shows attract millions of viewers on platforms like Apple TV+, while Snoopy merchandise continues to sell globally. Holiday classics, such as “A Charlie Brown Christmas,” enchant new audiences yearly, generating substantial royalties. What began as an unassuming comic strip has evolved into one of the most lasting commercial successes in media history.
Schulz’s artistic dedication is commendable—creating nearly 18,000 original strips and ensuring his characters remain true to his vision. Equally impressive is the ability of the Peanuts brand to adapt while consistently honoring its roots.
So, while Charlie Brown may forever struggle to win that baseball game, Schulz’s legacy remains triumphant—a billion-dollar testament to creativity and resilience, ensuring that Snoopy still rests atop his doghouse, Woodstock chirps in delight, and Schulz continues to thrive, even in absentia.
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