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Craig Schulz on keeping his father’s legacy alive
The Press Democrat has an excellent report on Craig Schulz, Charles Schulz’ son and his work as president and CEO of Creative Associates – the company that manages licensing for the Peanuts characters.
Earlier this year, Craig Schulz found himself in the national news again, when the Schulz family made a $175 million deal with Iconix Brand Group of New York. The new agreement gives the family a 20-percent share in the Peanuts franchise, and greater creative control.
“Our biggest fear has always been somebody buying up the rights and us not having any control,” Schulz said. “We’d rather have this property make $10 million a year for 50 years, than make $100 million in one year and walk away from it.”
The “Peanuts” brand is licensed in more than 40 countries and drives annual retail sales topping $2 billion, with more than 24,000 new products approved every year.
“It’s a long-term growing stock that has to be managed properly,” Schulz said.