The series and character were so popular that Hopalong Cassidy was featured on the cover of national magazines such as "Look, Life", and "Time". Boyd earned millions as Hopalong ($800,000 in 1950 alone), mostly from merchandise licensing and endorsement deals. In 1950, Hopalong Cassidy was featured on the first lunchbox to bear an image, causing sales of Aladdin Industries lunch boxes to jump from 50,000 units to 600,000 units per year. In 1950, more than 100 companies manufactured $70 million of Hopalong Cassidy products, including children's dinnerware, pillows, roller skates, soap, wristwatches (made by Timex), and jackknives.