MetLife has announced that Snoopy will no longer be used on marketing materials, including blimps and commercials. The Peanuts canine character has been MetLife‘s mascot for over three decades, but representatives for the company have confirmed they are looking to go in a new direction.
The change in representation comes as the company looks to spin off most of its U.S. life insurance business. According to a report posted in The Wall Street Journal, the decision has been made for MetLife to focus on employer insurance plans and annuities, as well as its international life insurance business.
Time Magazine‘s subsidiary Money reported that MetLife was paying between ten and fifteen million dollars each year to license the Snoopy image.