---
title: You’re a fashion icon, Charlie Brown
description: Peanuts’ global merchandise strategy, fueled by brand partnerships, brought in $150m in royalty revenue in 2021.
---

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# [You’re a fashion icon, Charlie Brown](https://hs-sbup.thehustle.co/news/02172022-charlie-brown-fashion)

 Written by [Rob Litterst](https://hs-sbup.thehustle.co/news/author/rob-litterst) | Feb 17, 2022 11:07:36 AM

If it feels like you’ve been seeing Peanuts characters all over the place lately — it’s probably because you have.

According to *The Wall Street Journal*, a global merchandise strategy built on collaborations has [given](https://www.wsj.com/articles/snoopy-peanuts-fashion-became-big-business-11644869170) Snoopy and the gang new life.

#### **Peanuts’ push into fashion…**

… started in the ‘90s, including collaborations with high-fashion brands down to fast-fashion powerhouse H&M.

Today, brands continue to slang merch across a wide range of price points. Some items on offer include:

- Omega Speedmaster [watch](https://www.omegawatches.com/en-us/watch-omega-speedmaster-anniversary-series-co-axial-master-chronometer-chronograph-42-mm-31032425002001) — $9.6k
- Goyard luxury [tote bag](https://hypebeast.com/drops/peanuts-x-goyard-snoopy-tote-bag?utm_source=affiliates&utm_medium=commissionjunction&utm_campaign=Skimlinks&utm_content=HBX+Homepage+tracking+link&cjevent=9ec49f278f5311ec80f4017f0a82b839#open&cjdata=MXxOfDB8WXww) — $1.5k
- Marc Jacobs men’s [sweatshirt](https://www.marcjacobs.com/default/peanuts-x-marc-jacobs-the-mens-sweatshirt/C6000054.html?affiliate_id=21181&clickId=3874756059&dwvar_C6000054_color=134&utm_campaign=pepperjam&utm_content=8-11214&utm_medium=affiliate&utm_source=21181) — $225
- Timex fabric strap [watch](https://www.timex.com/charlie-brown-38mm-nylon-strap-watch/Charlie-Brown-38mm-Nylon-Strap-Watch.html?dwvar_Charlie-Brown-38mm-Nylon-Strap-Watch_color=Silver-Tone-Yellow-White&cgid=timex-x-peanuts#utm_medium=Affiliate&utm_campaign=Linkshare&utm_source=Skimlinks.com&ranMID=39818&ranEAID=TnL5HPStwNw&ranSiteID=TnL5HPStwNw-YZ.pRtrdm61gCIZDD9WMug&start=1) — $65

Through its collaborations, Peanuts generated **$152.2m** in royalty revenue in 2021.

#### **Up next?**

A deal with Apple TV+ is set to bring Peanuts’ original specials to new audiences and fuel new titles with the characters.

If history is any indication, this could kick off a new wave of collaborations. In 2015, the brand launched partnerships with Vans, Gap, and Gucci with the release of *The Peanuts Movie*.

#### **Which begs the question…**

… What would Charles Schulz, Peanuts’ legendary creator, think of its global merchandise empire?

Some fans don’t think it aligns with the spirit of his comics — [pointing](https://www.bbc.com/culture/article/20181112-good-grief-the-beguiling-philosophy-of-peanuts) to the anti-commercialism message of the brand’s iconic TV special, *A Charlie Brown Christmas*.

On the other hand, some [estimates](https://www.celebritynetworth.com/articles/entertainment-articles/decades-after-his-death-the-estate-of-charles-schulz-is-still-making-a-ton-of-money/) peg Schulz’s personal earnings during his lifetime at $1B+. He wasn’t exactly anti-business.

Either way, we’re fairly confident he’d have the same response: “good grief.”

[View full post](https://hs-sbup.thehustle.co/news/02172022-charlie-brown-fashion)

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