Snoopy, Peanuts gang, cut loose by MetLife as it retools biz

MetLife is ditching Snoopy and the Peanuts gang in favor of a new image.   MetLife

The life insurance giant has over the years tried to find a way to make its business, overshadowed by the terms "death benefits" and "beneficiaries", more approachable, and for years Snoopy and other "Peanuts" characters provided the warm and fuzzy.

In fact, there won't be any MetLife blimps, period: the company is phasing out its use of the aerial vehicles in the skies above sporting events.

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Earlier this year, MetLife chose to do away with a majority of its USA life insurance business.

MetLife announced earlier this month that Brighthouse Financial had filed a registration statement with the U.S. Securities and Exchange Commission, moving toward separating the two independent publicly traded companies. Next week, a federal appeals court in Washington will hear oral argument in the federal government's appeal of a March decision that stripped MetLife of its SIFI designation.

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US insurance giant MetLife announced it is dropping Snoopy and the Peanuts gang from its advertising and marketing campaigns, ending a three-decade relationship. Snoopy has lived with MetLife since 1985; Schulz is said to have earned between $30 million and $40 million a year overall from his Peanuts work.

The new global brand platform has the tagline: "MetLife". The Journal has more in the MetLife changes, which were made in order to help the company do better financially in the face of stiff federal regulations. The new image will be rolled out globally through 2017, the company said. Many were indifferent, Lee said. The Peanuts brand is said to bring in more than $1 billion a year. He has become one of the most recognizable characters not only in that strip, but in all of popular culture, having appeared in dozens of books, movies, and TV specials.

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Instead of Snoopy-festooned blimps, the company's branding will feature blue and green shapes merging "in a symbol of partnership to form an M for MetLife", the company says.


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