Charlie Brown Hires Critical Mass

Charles Schulz's Widow Says Agency Will Give 'Peanuts' Brand 'the Web Presence It Deserves'

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Good grief, Charlie Brown, you need a new website! Good thing the entire "Peanuts" gang will be getting one, now that the 61-year-old brand and now major franchise has hired Critical Mass as its digital agency, according to a blog post from famed comic-strip creator Charles Schulz's widow.

"Finally and at long last, Peanuts is developing the web presence that it deserves!" wrote Ms. Schulz. She posted a picture of the Critical Mass team that toured the Schulz Museum and met with the comic's creative associates to get acquainted with the property. Phase one of the new website is planned for early June.

The Omnicom Group digital agency referred calls to client, and the Schulz Museum and its new licensing partner, Iconix Brand Group, did not return calls and emails for comment.

While the newspaper comic has expanded into TV shows, films, commercials, packaging and products, it doesn't yet count any major digital products or media properties. In October, Forbes named Mr. Schulz the No. 4 top-earning dead celebrity, with $33 million from his comic strip.

Newspaper publisher E.W. Scripps Co. sold licensing rights for Peanuts last year to Iconix, which holds an 80% stake, and Mr. Schulz's family for $175 million. Iconix also licenses brands such as Joe Boxer, Candie's, London Fog and Rocawear.

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