Licensing co. Iconix buying Strawberry Shortcake for $105M

February 3, 2015 3:35 PM

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Iconix, the brand licensing company that owns the "Peanuts" gang of characters, said Tuesday that it is buying the rights to cartoon character Strawberry Shortcake for $105 million from greeting card company American Greetings.

The New York company hopes to breathe new life into the 35-year-old brand with possible clothing, toy and TV show or movie deals. The deal is expected to close within 45 days.

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