Outcault introduced Buster Brown to the pages of the "Herald" on May 4, 1902, about a mischievous, well-to-do boy dressed in Little Lord Fauntleroy style, and his pit-bull terrier Tige. The strip and characters were more popular than the Yellow Kid, and Outcault licensed the name for a wide number of consumer products, such as children's shoes from the Brown Shoe Company. In 1904 Outcault sold advertising licenses to 200 companies at the Louisiana Purchase Exposition. Journalist Roy McCardell reported in 1905 that Outcault earned $75,000 a year from merchandising and employed two secretaries and a lawyer.