How Do The Bones Day Pug And His Owner Make Money?

Jonathan Graziano is a New Yorker who adopted Noodle the pug at 7 years old. At the time, Graziano was working at a company called BarkBox and doing standup comedy at a club once a month. "I did a bit about how I just got this job and how I loved dogs," he told Slate in a podcast interview. "But I had just met Doug the Pug," referring to a pooch who had risen to fame through social media. He continued, "I wasn't necessarily like, you know, hardcore Pug person. I just knew I wanted to get a dog that I just would connect with." After his set, a woman in the audience approached him about a sweet pug surrendered to a local shelter. He made the decision to adopt Noodles, not knowing that the pug would one day become a viral sensation. 

In the fall of 2021, there was one way many TikTok users found the strength to get out of bed and take themselves for a walk; checking Jonathan Graziano's page to see if his pug Noodle, by then 13 years old, woke up with "bones" or "no-bones" on any given morning. Noodle's owner attributed this terminology to his college friend. "​​When she didn't want to do something, she would go boneless," he revealed (via Slate). 

And, in Noodle's world, Graziano explained to NPR that "we learned very early on that when he doesn't want to go on walkies, he will not go on walkies ... You can't just force the bones, right, the bones have to be ready."

Graziano and Noodles have millions of TikTok followers. But how do the duo make money? 

He's expanded into merchandise

Per Emerson Today, Jonathan Graziano and his pug Noodle have secured brand deals with some pretty big names including PetSmart,, Spotify, and GrubHub. The pair are also on Cameo and even have a doggie agent to help them make the most out of Noodle's fame.

Noodle has certainly been a fantastic investment for the New Yorker — when he adopted the adorable pug, Graziano had no idea his story would go on to inspire millions. And the Tik Tok star and his beloved pug aren't taking any "no-bones" days off, at least for the moment, with the launch of merchandise and an interactive No Bones design challenge

The pair have even acquired a deal with Simon & Schuster for a children's picture book slated for release in summer 2022, and Graziano is hopeful that Noodle's story will have a lasting positive impact. He told Entertainment Weekly, "I hope this book helps to remind anyone who reads it that it's always okay to take the time to take care of yourself."