Mr. Peanut took the fight for market share to the very heart of New York City with a dedicated store and gigantic neon sign on Broadway near Times Square. A twenty-foot likeness in neon lights greatly enhanced his powers of persuasion with the sophisticates of Manhattan’s theater district. He even caught the eye of quintessentially Parisian photographer, Brassaï, on a visit to New York in 1957. The consumer on vacation was not forgotten and easy access was offered to the delights of Mr. Peanut’s portfolio of products in another Planters emporium in Atlantic City. A conscientious brand-character never rests and Mr. P conducted himself with exemplary dignity and decorum in all his assignments as product ambassador. With his cheery disposition and raffish air he won a special place in the affections of the American public that seems to endure to the present. He has yet to become the subject of a Broadway musical or have his spindly form carved into the slopes of Mount Rushmore but it may be only a matter of time. For now, follow his progress in the upcoming Republican Primaries – he has the makings of a fine President.