13 Fascinating Tidbits About Mr. Peanut

In a darkly humorous marketing move ahead of the Super Bowl, Planters revealed on January 22, 2020, that Mr. Peanut—the iconic mascot who has represented Planters peanuts for over 100 years—has passed away at the age of 104. To honor the symbolic figure of America's peanut industry, we’ve compiled a collection of intriguing facts and historical insights about this legendary character.

1. The creator of Mr. Peanut was just 14 years old.

Mr. Peanut didn’t emerge from a corporate marketing meeting. His charming appearance was the brainchild of Antonio Gentile, a 14-year-old boy from Suffolk, Virginia. Gentile participated in a contest organized by the Planters Chocolate and Nut Company in 1916 to design a new peanut mascot. The young artist sketched a concept of a sophisticated “Mr. P. Nut” walking with a cane. After a professional graphic designer refined the sketch—adding his signature spats and monocle—Gentile’s design was selected, earning him a $5 prize.

(Postscript: The Gentile family developed a close relationship with the Obici family, who owned the Planters empire. Gentile’s nephews once mentioned that the Obicis assisted in funding his medical education, enabling him to become a successful surgeon.)

2. Mr. Peanut’s name is more formal than you might think.

Planters reveals that Mr. Peanut is actually a nickname. The official name bestowed upon him by Gentile was Bartholomew Richard Fitzgerald-Smythe.

3. At one point, Mr. Peanut tipped the scales at over 300 pounds.

While peanuts are often considered a nutritious snack, packed with healthy fats and protein, they can also contribute to excessive calorie intake. A prime example is the 300-pound cast iron Mr. Peanut, a promotional piece created in the 1920s and 1930s. Planters showcased this hefty mascot atop a fence post at their factory in Wilkes-Barre, Pennsylvania.

4. Mr. Peanut endured the challenges of the Great Depression.

Amid the economic struggles of the 1930s, snacks and proper nutrition became luxuries rather than necessities. While many food brands faced difficulties, Planters promoted Mr. Peanut on bags of peanuts priced at just five cents each. Marketing it as a “nickel lunch,” the company highlighted the affordability of peanuts to attract customers.

5. Mr. Peanut played a role during wartime.

Specifically, during World War II. When the U.S. joined the war, Mr. Peanut stepped up to serve as a character highlighted on stamps and propaganda posters.

6. Mr. Peanut has a deep appreciation for monocles.

While food mascots typically avoid controversial topics, Mr. Peanut broke this trend in 2014 when a fashion trend endangered the revival of the monocle. Upon learning about men adopting the single-lens accessory, Mr. P released a statement acknowledging the “hipsters” emulating his “fashionable style” and suggested that few could truly carry it off. The monocle has yet to make a full comeback.

7. The Nutmobile, Mr. Peanut’s iconic vehicle, debuted before the Wienermobile.

While the Oscar Mayer Wienermobile often steals the spotlight for its automotive fame, Planters actually launched the NUTMobile, a peanut-shaped promotional vehicle, in 1935—a full year before the Wienermobile hit the roads. Designed and driven by a Planters salesman, the car featured a decorative Mr. Peanut seated as a passenger. (Mr. Peanut didn’t drive, of course, because he’s not a real person.)

8. Mr. Peanut has earned a place in the Smithsonian.

What impact has Mr. Peanut had on the food industry? In 2013, the Smithsonian welcomed his cast-iron statue into the National Museum of American History. Displayed as part of a marketing exhibit in the American Enterprise series, the museum also received Antonio Gentile’s original sketches, donated by his family for preservation.

9. Fans resisted any changes to Mr. Peanut’s appearance.

To mark Planters’ 100th anniversary in 2006, the company conducted an online poll to see if fans wanted Mr. Peanut to adopt a new accessory: Voters could choose between cufflinks, a bow tie, or a pocket watch. Ultimately, the results showed that fans preferred to keep his classic look unchanged.

10. Mr. Peanut boasts his own fan club.

Mr. Peanut has been featured on countless licensed products, from clocks and peanut butter grinders to coloring books, all aimed at boosting his fame. To help collectors keep up, Judith Walthall established Peanut Pals in 1978, a fan club dedicated to Mr. Peanut. The group publishes newsletters and hosts gatherings, and membership is available for just $20—a small price to pay for fans.

11. Mr. Peanut has largely stayed silent.

By the time television became popular, Mr. Peanut had already been around for decades. While the new medium offered a chance for him to come to life, Planters preferred him silent. The mascot remained voiceless until 2010, when Robert Downey Jr. was hired to give him his first spoken lines. Bill Hader later took over the voice role in 2013.

12. Mr. Peanut gained a companion.

In 2010, Planters introduced a modernized version of Mr. Peanut, complete with a grey flannel suit and a new companion—Benson, a smaller, single-peanut character. A Planters spokesperson explained to The New York Times that the two are “just friends” and maintain separate living arrangements.

13. During the 1970s, Mr. Peanut made a bid for Mayor of Vancouver.

In the midst of Vancouver’s growing alternative art scene in the 1970s, performance artist Vincent Trasov decided to campaign for mayor dressed as Mr. Peanut. Representing the “Peanut Party,” his candidacy was a satirical take on the political absurdities of the Nixon era. Backed by novelist William S. Burroughs, he secured 2685 votes—3.4 percent of the total.