How Bluey Became a $2 Billion Smash Hit—With an Uncertain Future

Then, at some point, Brumm spied an enormous inflatable dog, as tall as a four-story building, decorated with 50 gallons of blue paint. He’d spent so much time laboring over her pointy ears, her puffy white eyebrows, her saucerlike eyes, her yellow snout, her mildly embarrassed grin, trying to get everything right. Now here she came—Bluey, Brumm’s creation, sailing down the Avenue of the Americas. Overcome with emotion, his wife, Suzy, burst into tears. Brumm just stood there. Seeing Bluey sailing through Midtown Manhattan with Snoopy couldn’t have been stranger for him. “Peanuts just meant so much to me growing up,” Brumm says, recalling that moment.