On October 20th, 1996, in the F.Y.I. column of the New York Times, a reader wrote in: "When I was a child back in the 1950s, I seem to recall shaking hands with Mr. Peanut in Times Square. Was I dreaming?"

The response from the Times was no, and the explanation that "Mr. Peanut was an employee of the Planter's Peanut store at 1560 Broadway." The store is pictured in the above postcard.

Planter's Peanuts was founded in 1906 in Wilkes-Barre, Pennsylvania. Mr. Peanut, its dapperly dressed mascot, was developed in 1916 and has changed very little since. Planter's opened stores across the country, operating about 200 locations by 1960. The Times Square location was the largest of the franchise. The store and its 15,000 bulb sign became an icon in its own right, quickly gaining popularity in the years following the end of World War II.

The "Planters Peanuts Advertising and Collectibles," a 1978 guide to the memorabilia of the company written by Richard D. and Barbara Reddock, is quoted in the Times' response, describing the Broadway location shop with "glass display cases, a roasting machine, a large 10-foot papier-mache Mr. Peanut, a cast-iron Mr. Peanut scale... a couple of costumes." These costumes included Mr. Peanut's quintessential black cane, and an outfit of "white spats, cuffs, and gloves," to accessorize the hard-plastic "shell" mask and top hat an employee would have to wear over his head. For the duration of the workday, Mr. Peanut could be seen parading up and down Broadway. On some occasions, he would even give out free bags of peanuts.

The Times Square shop was closed in 1961. Standard Brands acquired Planter's Peanuts, which saw little need for retail stores. The rest of the Planter's stores followed suit.