81.5亿，史努比被卖了

Core Viewpoint - Sony's recent investment of $475 million in Peanuts Holdings LLC, the parent company of the iconic Snoopy IP, reflects a revaluation of classic animation properties and aims to leverage its extensive global network for brand enhancement [5][20]. Investment Details - Sony's acquisition will increase its stake in Peanuts Holdings to 80%, following an initial investment in 2018 where it acquired 39% of the company [5][20]. - The valuation of Peanuts Holdings has risen to approximately $1.16 billion (around 8.15 billion RMB) after the latest investment, indicating a positive outlook on the IP's potential [20]. Historical Context of Snoopy - Snoopy, created by Charles Schulz in 1950, has been a cultural icon for over 70 years, influencing various generations and establishing a unique relationship between pets and humans in animation [4][8]. - Despite facing criticism for lacking engagement with contemporary social issues, Snoopy's commercial success has been significant, with annual sales reaching $1.1 billion by 2000 [12][20]. Challenges and Transitions - The Peanuts brand faced operational challenges post-2010 due to the rise of social media and a shift in consumer engagement, leading to a sale of IP rights to Iconix and later to DHX Media [15][19]. - DHX Media struggled with profitability and was forced to sell the Peanuts IP, which was acquired by Sony in a bid to revitalize the brand through its diverse media capabilities [19][20]. Future Prospects - Sony's expertise in IP development across various media platforms, including film and gaming, positions it well to reinvigorate the Snoopy brand and potentially create crossovers with other popular IPs [20]. - The investment signals a strategic move to enhance the brand's value and engage new audiences, particularly the younger generation [20].