{"id":21347,"date":"2026-11-12T13:05:30","date_gmt":"2026-11-12T18:05:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21347"},"modified":"2026-11-12T13:05:31","modified_gmt":"2026-11-12T18:05:31","slug":"mr-peanut-returns-to-the-macys-100th-thanksgiving-day-parade-get-a-sneak-peek-at-the-planters-float","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/mr-peanut-returns-to-the-macys-100th-thanksgiving-day-parade-get-a-sneak-peek-at-the-planters-float\/21347\/","title":{"rendered":"Mr. Peanut Returns To The Macy\u2019s 100th Thanksgiving Day Parade: Get a Sneak Peek at the PLANTERS\u2019 Float"},"content":{"rendered":"\n

By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n

Can\u2019t remember the last time you saw Mr. Peanut at the Macy\u2019s Thanksgiving Day Parade? Let\u2019s jog your memory bank. The legendary legume was last seen riding on top of the PLANTERS\u2019 NUTmobile during the 90th Annual Macy\u2019s Thanksgiving Day Parade in 2016. With the whole world watching, Mr. Peanut spontaneously did the \u201cdab\u201d dance move. The GIF captured made the press cycle instantly and even earned Mr. Peanut a \u201cGIF Of The Year\u201d award<\/a> from The Shorty Awards. (Mr. Peanut would later tweet his thanks for the win and encourage viewers to \u201cdream big; dab bigger.\u201d<\/a>)<\/p>\n\n\n\n

A lot has changed in the last 10 years, especially for Mr. Peanut who famously died and was reborn in a PLANTERS Super Bowl LIV commercial. The dabbing craze faded into relative obscurity and Twitter became X. What hasn\u2019t changed is tuning in on Thanksgiving to watch the Macy\u2019s Parade.<\/p>\n\n\n\n

Turning 100 this year, Macy\u2019s 100th Thanksgiving Day Parade promises a lineup of incredible balloons, floats and performers. PLANTERS and Mr. Peanut are back for the first time in 10 years with a new float called \u201cMr. Peanut\u2019s Power Plant<\/a>\u201d which pays tribute to peanuts and two more major milestones: Mr. Peanut turning 110 years young and the PLANTERS<\/a> brand celebrating 120 years of history.<\/p>\n\n\n\n

Naturally, we had questions about this Parade float (who wouldn\u2019t want to know more about a float where there\u2019s peanut-shaped confetti?!) and spoke to Ashley Krautkramer-Gonya, senior brand manager for the PLANTERS brand who gave us a sneak peek at this year\u2019s float.<\/p>\n\n\n\n

Q: What made the PLANTERS brand decide 2026 is the right time to make a return appearance in the Parade? How does the brand feel about being part of such a historic celebration?<\/em><\/strong><\/p>\n\n\n\n

It really is a triple threat this year: the PLANTERS brand is turning 120, Mr. Peanut is turning 110, and the Macy\u2019s Thanksgiving Day Parade is celebrating its 100th march, so the timing was too good to pass up and it felt like the perfect moment to bring him back! Mr. Peanut is such an icon of American culture, and we\u2019re thrilled to be part of this historic celebration and to share it with our fans.<\/p>\n\n\n\n

Mr. Peanut was last in the parade 10 years ago in 2016, when his \u2018dab dance\u2019 went viral, Fans are going to love seeing what he\u2019s up to this year on the Mr. Peanut Power Plant float.<\/p>\n\n\n\n

Q: How did the brand determine they\u2019d go with a float instead of a balloon?<\/em><\/strong><\/p>\n\n\n\n

With this many milestones, we wanted to go big. A float gave us the room to tell Mr. Peanut\u2019s whole story and show how his legacy and the peanut plant contribute to the power of peanuts today.<\/p>\n\n\n\n

Q: Where did the idea for the \u201cpower plant\u201d come from? What did the brand take in consideration when designing the 2026 float and how it pays tribute to Mr. Peanut and the PLANTERS brand legacy?<\/em><\/strong><\/p>\n\n\n\n

We wanted to educate around the power of peanuts \u2013 to connect to the plant they come from, the farmers who grow peanuts, and the power of the snack itself. There is a lot of depth to peanuts that\u2019s worth sharing.<\/p>\n\n\n\n

\"image\"<\/figure>\n\n\n\n

Q: Will Mr. Peanut be on the float? Any performers or musical performances?<\/em><\/strong><\/p>\n\n\n\n

Absolutely! He\u2019ll be front and center and impossible to miss. And just wait until you see the peanut-shaped confetti bursting from his famous top hat. There will also be costumed walkers around the float, but we don\u2019t want to spoil everything, so fans will have to tune in Thanksgiving morning to see the rest.\u201d<\/p>\n\n\n\n

Macy\u2019s will be announcing the musical performer soon!\u201d<\/p>\n\n\n\n

Q: Any other Easter eggs on this float fans keep an eye on?<\/em><\/strong><\/p>\n\n\n\n

Keep your eyes on the Ferris wheel. It shows Mr. Peanut\u2019s look through the years, and longtime fans will probably spot a few favorites from years past.<\/p>\n\n\n\n

We won\u2019t give everything away, though. We always like to leave a few surprises for parade morning!<\/p>\n\n\n\n

Q: What are some surprising facts people probably don\u2019t know about the PLANTERS brand \u2013 or Mr. Peanut?<\/em><\/strong><\/p>\n\n\n\n

Here\u2019s a fun one: Mr. Peanut started as a drawing by a 14-year-old boy back in 1916 and that authentic connection with PLANTERS fans is what\u2019s made him such an enduring icon of the brand.<\/p>\n\n\n\n

And he\u2019s still on the move: peanut lovers around the country can spot Mr. Peanut cruising around in his NUTmobile, the world\u2019s largest peanut on wheels, with the help of his trusty Peanutters!<\/p>\n\n\n\n

Q: As we reflect on the mascot\u2019s 110th birthday, where do you think Mr. Peanut will go from here?<\/em><\/strong><\/p>\n\n\n\n

Mr. Peanut has stayed an icon by evolving over the last 110 years, and he\u2019s not done yet. He holds such a special place in all of our hearts. We\u2019re keeping that spirit alive and can\u2019t wait to keep surprising fans!<\/p>\n\n\n\n

Catch \u201cMr. Peanut\u2019s Power Plant\u201d float live during the Macy\u2019s 100th<\/sup> Thanksgiving Day Parade, airing Thursday November 26, 2026, at 8:30 AM EST on NBC and streaming on Peacock.<\/em><\/strong><\/p>\n\n\n\n

Image Credits: Mr. Peanut (PLANTERS Brand) and float rendering (Macy\u2019s Thanksgiving Day Parade<\/strong><\/p>\n\n\n\n

About the Author<\/strong><\/p>\n\n\n\n

Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Can\u2019t remember the last time you saw Mr. Peanut at the Macy\u2019s Thanksgiving Day Parade? Let\u2019s jog your memory bank.<\/p>\n","protected":false},"author":7,"featured_media":21350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-21347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"\nMr. Peanut Returns To The Macy\u2019s 100th Thanksgiving Day Parade: Get a Sneak Peek at the PLANTERS\u2019 Float | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/mr-peanut-returns-to-the-macys-100th-thanksgiving-day-parade-get-a-sneak-peek-at-the-planters-float\/21347\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mr. Peanut Returns To The Macy\u2019s 100th Thanksgiving Day Parade: Get a Sneak Peek at the PLANTERS\u2019 Float\" \/>\n<meta property=\"og:description\" content=\"Can\u2019t remember the last time you saw Mr. Peanut at the Macy\u2019s Thanksgiving Day Parade? 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