Mascot icon and haunter-of-dreams for those with severe peanut allergy, Mr Peanut is dead.

Part of a marketing series that will involve the Super Bowl, Mr. Peanut and his legacy hang in the balance.

Perhaps this will inspire some epic mascot hijinks over the next month, or perhaps a team will finally kill off their own failed mascot using this as inspiration.

We’re devastated to confirm that Mr. Peanut is gone. He died doing what he did best – having people’s backs when they needed him most. #RIPeanut pic.twitter.com/TLNPLzH5UE

— The Estate of Mr. Peanut (@MrPeanut) January 22, 2020