NEW YORK (CBSNewYork/AP) —¬†Snoopy has been handed a pink slip.

After 31 years (almost 170 dog years) as the face of insurance giant MetLife Inc., the company said Thursday that it is launching a new global branding effort, marking the end of a long relationship with Charlie Brown’s beagle and the Peanuts crew.

READ MORE: Who Is Cuomo's Possible Successor, Lt. Gov. Kathy Hochul?

“We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” said Esther Lee, MetLife’s global chief marketing officer. “Snoopy helped drive our business and served an important role at the time.”

READ MORE: Third Accuser Reportedly Comes Forward, Says Gov. Cuomo Acted Inappropriately At 2019 Wedding

But MetLife is spinning off its domestic retail life insurance business to focus more on corporate clients. Snoopy does not appear to hold the same marketing swagger with corporate America.

MORE NEWS: COVID 1 Year: CBS2 Speaks To Mount Sinai Doctor Who Diagnosed First Case In New York City

(TM and © Copyright 2016 CBS Radio Inc. and its relevant subsidiaries. CBS RADIO and EYE Logo TM and Copyright 2016 CBS Broadcasting Inc. Used under license. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)