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It was the widow of Charles Schulz, the artist who depicted the beagle "Snoopy", who initiated the steps to have a license plate featuring the famous dog, in 2003. She had founded Charles M. Schulz Museum in Santa Rosa, birthplace of Charles Schulz, honoring the cartoonist. During the process she discovered the ever-present need for funding by California state owned museums. The process took 12 years due to a change in the process and parameters, including a commitment of 7,500 pre-orders! The plates were introduced in May 2015.
"To help meet this need, Ms. Schulz and Peanuts Worldwide, as the copyright holders, are generously giving royalty-free rights to Snoopy's image to benefit museums."
The California Cultural and Historical Endowment (CCHE), a state entity, administers the California Museum Grant Program with funds raised from Snoopy license plates. Find out more at library.ca.gov/grants/cche/. Proceeds generated from the sales of official Snoopy Special license plates go into a designated fund administered by the California Cultural and Historical Endowment to support the Museum Grant Program, which benefits California museums.
Additional information: FAQ (calmuseums.org)