Snoopy's Evolution from Comic Strip to Global Brand Icon
Charles M. Schulz's Peanuts debuted in October 1950 in seven US newspapers. Snoopy, based on Schulz's childhood dog Spike, originally walked on all fours but later stood on two legs, developing long ears and dot eyes. Schulz simplified his style over 50 years, maintaining sole creative control until his final strip on February 13, 2000. Snoopy's design—simple, recognizable at small sizes—enabled licensing deals starting with Timex in 1965, leading to collaborations with Gucci, Lacoste, and Anya Hindmarch. NASA adopted Snoopy as a safety mascot in the 1960s, created the Silver Snoopy Award, and named Apollo 10's lunar module 'Snoopy.' At its peak, Peanuts ran in 2,600+ newspapers across 75 countries in 21 languages. The article appears in Wallpaper*'s August 2026 Creative America issue.
Key facts
- Peanuts debuted in October 1950 in seven US newspapers.
- Charles M. Schulz created Snoopy based on his childhood dog Spike.
- Snoopy originally walked on all fours, later stood on two legs.
- Schulz simplified Snoopy's design to clean lines and abstract shapes by 2000.
- Schulz maintained sole creative control for the strip's 50-year run.
- Final Peanuts strip appeared on February 13, 2000, one day after Schulz's death.
- Timex obtained the first Peanuts license in 1965.
- NASA used Snoopy as a safety mascot and created the Silver Snoopy Award.
- Apollo 10's lunar module was named 'Snoopy,' command module 'Charlie Brown.'
- Peanuts was translated into 21 languages in 75 countries at its peak.
Entities
Artists
Institutions
- Peanuts
- Timex
- Gucci
- Lacoste
- Anya Hindmarch
- NASA
- Wallpaper*
Locations
- United States
- Minneapolis
- Apollo 10