Chances are good that somewhere along the line, you’ve been the recipient of a PEZ dispenser or two—or 20. As the stocking stuffer favorite (and icon of creative candy marketing) moves toward a century of sweet success next year, we looked into some fascinating PEZ facts, the new holiday lineup and what it takes to get a replica of your head on a PEZ dispenser.
Americans consume over 3 billion of the tiny candies a year. Made in Orange, Connecticut, since 1975, PEZ became a brand in 1927 when Austrian Eduard Haas III created the tiny treat as a breath mint. It was PEZ’s 1952 U.S. expansion and the addition of fruit flavors and three-dimensional character heads that likely secured the candy’s iconic status, according to Shawn Peterson, direct to consumer business manager of PEZ Candy Inc. and author of PEZ: From Austrian Invention to American Icon. Peterson believes it’s the candy-toy combination that makes PEZ popular across a broad demographic. “Parents buy for their kids on a nostalgic whim; kids buy because they like the characters and candy.”
For the 2016 holiday season, PEZ will offer five holiday dispensers with three familiar classics—Santa Claus (While there have been many variations, Santa’s the winner when it comes to the most popular PEZ head.), Red Nose Reindeer, and Snowman. Joining the trio will be a new Penguin (adorable in his little green hat) and Elf for kids and collectors to enjoy. Don’t count on getting your own head put on a dispenser though—that honor is reserved for famous characters or famous, highly recognizable people (like U.S. presidents).
It’s up for debate as to which PEZ dispenser is the most priceless. But, Peterson points to a pricey purchase several years ago that may get the vote. A 1961 political donkey dispenser, believed to be one of only two in existence, sold for $12,500. How’s that for inflation? Today, your average PEZ dispenser retails for $1.79.
PEZ has captured and held the attention of a multigenerational fan base for nearly a century. It was even deemed worthy of a classic episode of Seinfeld (remember that Tweety Bird PEZ incident with Jerry and Elaine?)—something few toys or candies can claim. While the Tweety Bird PEZ has been retired, Peterson admits that he keeps a few in his desk drawer in case there’s a Seinfeld sighting. “I know it’s a stretch, but we have had a few celebs stop by since we opened, so I guess it could always be a possibility,” says the avid collector who has definitely landed his dream job. You can find out more about the history of PEZ and watch them being made at their headquarters in Orange, Connecticut.
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