The Peanuts brand and licensing is worth billions and still sells like crazy every year. https://www.businessinsider.com/how-much-is-the-peanuts-franchise-worth-2015-11
From the article "2000: The comic was published in 75 countries, 2,600 newspapers, and 21 languages a day. Those comics, along with merchandise and endorsement deals, raked in $1.1 billion a year."
Peanuts yearly sales are higher than the combined value of almost all the model companies currently in business.
Just like the Coke license that is whined about on here all the time by those that really don't understand business, it's literally a license to print money for whomever holds one of the deals to use the logos on their products.
I hope it's a big success for Atlantis and kudos for them bringing back the out of the ordinary stuff constantly.