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MetLife Says Goodbye to Snoopy and the Peanuts Gang

Snoopy and the rest of the Peanuts gang are being laid off by MetLife.
MetLife Says Goodbye to Snoopy and the Peanuts Gang
October 26, 2016

After more than three decades of loyal service, Snoopy and the rest of the Peanuts gang are being laid off by MetLife. MetLife has long featured the Peanuts gang in print, television and online ads. According to the The Wall Street Journal, MetLife recently notified the company that licenses the characters, Iconix, of its decision, which will be effective at the end of the year. MetLife pays between $10 million and $15 million annually in licensing fees, the newspaper reported.

“We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” Chief Marketing Officer Esther Lee said in a statement. “As we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.” The company plans to roll out its new logo, featuring a green and blue letter M, through next year.

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