Once a shoemaker, Iconix Brand Group has stepped it up as a licensing and brand management company. Its company-owned consumer and home brands are licensed to third parties that make and sell apparel, footwear, and a variety of other fashion and home products. Consumer brands in the Iconix stable include Badgley Mischka, Danskin, Ocean Pacific, Mossimo, London Fog, Mudd, and Rocawear; among the company's home brands are Cannon, Fieldcrest, and Waverly. The firm diversified through its high-profile purchase of the Peanuts cartoon brand from E. W. Scripps in mid-2010. Along with licensing the brands, Iconix markets and promotes them through its in-house advertising and public relations services.