2009 Star Wars: Ahsoka, Anakin Skywalker, Obi Wan Kenobi; Disney Animal Friends: Marie from Aristocats, Dalmatian from 101 Dalmatians, Bambi, Baloo from Jungle Book; Disney Clubhouse: Minnie Mouse, Mickey Mouse, Donald Duck, Daisy Duck, Pluto, Goofy; Dylan’s Candy Bar bunny set; Ice Age 3: Dino Mama, Scrat; Ironman; Spiderman; Wolverine; Monsters vs. Aliens: The Missing Link, Insectosaurus, B.O.B.; Pete the Cat; Woody (Toy Story); Rex (Toy Story); winter bear; custom haulers: Movie Gallery, Hollywood Video, Sheetz, Wegmans, Winn Dixie; Valentine cherub; Winx: Bloom, Flora, Stella; Wizard of Oz gift set: Cowardly Lion, Tin Man, Scarecrow, Dorothy, Glinda the Good Witch, Wizard of Oz, Wicked Witch of the West; Thomas & Friends: #6 Percy, #5 James, #1 Thomas; Major League Baseball: Boston Red Sox, Chicago Cubs, Philadelphia Phillies, Detroit Tigers, Yankee Stadium, New York Yankees; Easter: brown bunny, duck; Disney fairies: Fawn, Rosetta, Terrence; NCAA College Football: Missouri Tigers, Arkansas Razorbacks, LSU Tigers; Halloween bat; Hello Kitty pastels; NASCAR helmets: Darlington Race Track, Daytona Track, Talladega Track, Joey Logano; Incredible Hulk; Madagascar 2: Melman, Gloria, Skipper, Marty, Alex
Chapter 7
So What Do We Call This Decade?
Two more iconic advertising dispensers were offered in 2010: Chuck E. Cheese and the Geico Gecko. The Geico dispenser was first offered in the summer of 2010. Dispensers were offered on the Geico website and were given away at promotional events. Initial dispensers that found their way to collector circles were selling for as much as $100 each. Prices have since leveled out and come down dramatically. Today, examples can be found for a few dollars each. Around that time, the dispenser promotion was coincidentally tied to a Geico radio ad where the tiny Gecko claimed to be at the PEZ factory. The ad said something along the lines of, “I’m at the PEZ factory in Orange, Connecticut, where it appears they have a lot of PEZ dispensers that look just like me.” Cute. The ad served as a welcome reminder that there was a PEZ factory and the public was welcome to visit. The Chuck E. Cheese dispenser was offered as a promotional prize available exclusively at the pizza/party chain.
The gift set of 2010 was Snow White and the Seven Dwarfs. This special set won several industry awards and marked the first time half-size, “mini” dispensers were offered in the United States. The dwarfs were all done on smaller stems to make them shorter and depicted each character from the waist up—both unique features that hadn’t been done before. The set was limited to 250,000 pieces and included a miniature Snow White storybook.
That same year, the first “Click and Play” dispensers were offered in Europe. Winnie the Pooh and friends were the first series represented by tiny, full-figured characters that were entirely on top of the dispenser base. The characters could be twisted to remove, making them available for play independent of the dispenser stem. The set included Piglet, Eeyore, Pooh, Pooh with honey pot, Tigger and Roo. Several years later, the Click and Play line would be expanded to include Disney Cuties, Mr. Men and Little Miss and Smurfs.
AUTHOR’S NOTE
For me, 2010 was a big year. It’s the year I started my job with PEZ. My job was a dream come true and would lead to the development of something PEZ had never done before. More on that in another chapter.
On December 15, 2010, Curtis J. Allina, the man who was vice-president of PEZ USA and led the expansion of PEZ into the United States for almost three decades, passed away at the age of eighty-seven. Allina was the first executive vice-president when the Austrian company started operations in the United States in 1952. He remained with the company until 1979 and is widely regarded by most insiders as the person responsible for the character head placement on dispensers.
In 2010, PEZ expanded and joined the online retail business. The early version of the company website (PEZ.com) was a static, one-page website that had little information and nothing to click. The new website featured a history section, a collector information area, a showcase of current products and an online store. For the first time, consumers could buy directly from the company website. The website would now also feature a wide variety of information that includes a dispenser archive by year, collector events, a list of retailers that carry PEZ products and educational material related to the presidential gift sets.
The following year, in 2011, the first Educational Series of dispensers was introduced with the presidents of the United States. Series one included the first five U.S. presidents: Washington, Adams, Jefferson, Madison and Monroe. The sets were offered in presentation boxes resembling an encyclopedia and contained a brief bio and photo of each president on the back of the box.
As the series continued, two new sets would be offered each subsequent year, each including five additional presidents. The series concluded in the fall of 2015 with sets VIII and IX that ended with Barack Obama. Because of the overall number of presidents, the last two sets in the series each included a presidential seal dispenser. Throughout the series, the sets were tied to the PEZ website with a link that was titled “For Educators”; teachers (or anyone) could log in and print presidential fun fact calendars and trading cards for use in the classroom that included information for every U.S. president. The cards and calendars offered journal prompts, a discussion question and research topic for students to learn more. They also offered a “Did you know” question for each president, such as, “Did you know—President Obama is an avid reader and collector of comic books. His favorites are Conan the Barbarian and Spiderman.”
Detachable, pull-and-go Disney Cars would be offered the following year. Finn McMissile, Mater and Lightning McQueen sat atop a “tire” that was attached to the dispenser. For the first time, the cars could be separated or attached to the base utilizing magnets, adding additional play value. The cars had spring-loaded rear wheels; when pulled backward and released, the cars would race across the floor. The concept continued in 2012 with two licensed Hot Wheels cars, Twinduction and Fast Fish; the cars could be detached from the base via a patented twist and lock release mechanism. Two new candy flavors were introduced in 2011: strawberry/vanilla and raspberry/lemon. These two flavors marked the first new flavors since chocolate was introduced three years earlier and the first ever blend of two flavors in one candy.
Superman would make his long overdue appearance as a dispenser in 2011. I can’t tell you how many conversations I have had with people over the years who claim to have owned a Superman dispenser as a child. I guess it’s just the natural assumption that Superman was so popular that he had to have been a dispenser. The problem with Superman, just like Han Solo, is that from the neck up, he just looks like a man. There is nothing to distinguish who the character is supposed to be. PEZ solved this problem in 2005 when the Bratz were released. They were the first of many dispensers to be done from the bust up. The added features helped distinguish the character and how Superman would be created as a dispenser. Now, in addition to his signature hair curl, the S chest logo on his costume could be shown. Along with Superman came a revised Batman and first ever Green Lantern dispenser, all done from the bust up.
Do you know what anise, menthol-eucalyptus and hot cinnamon all have in common? They were once PEZ candy flavors.
The NHL license was acquired for the Canadian market. Two different goalie masks were created in 2011, known as the Fire and Ice set. One helmet is red and the other black, both containing the NHL logo on the top of the helmet and front of the stem. The following year, six additional hockey dispensers would be added, this time in the shape of the Stanley Cup and all exclusive to Canadian distribution. The six teams included the initial six NHL franchises: Montreal Canadiens, Toronto Maple Leafs, Detroit Redwings, Chicago Blackhawks, New York Rangers and Boston Bruins. The year 2016 would see the release of seven additional hockey dispensers in Canada, this time in the shape of a zamboni (a machine used to resurface ice): Ottawa Senators, Vancouver Canucks, Montreal Canadiens, Edmonton Oilers, Toronto Maple Leafs, Calgary Flames and Winnipeg Jets.
The complete educational series of U.S. Presidents, sets
1–9, circa 2011–15.
In 2011, PEZ AG released two new innovative products: PEZ Smart and PEZ Soft. The PEZ Smart dispensers were half-size, mini dispensers in the shape of a boy or girl “graduate.” Each dispenser came with a mini roll (six tablets) of vitamin-enriched candy. The graduate is wearing a mortar board graduation cap that can be flipped up to reveal a secret compartment.
The PEZ Soft line was described as a “fruit jelly candy” product that was made in the shape of a traditional PEZ candy tablet. The line offered a brand extension that had never been done before. The PEZ Soft gummies had a dispenser developed exclusively for this new product. The gummy dispenser was designed in the shape of a candy tablet and was slightly larger than a credit card. When the dispenser was loaded, individual gummies could be shot into the air via a spring-loaded release button.
In the 1960s, the psychedelic dispensers came packaged with flower-flavored candy.
Another iconic mascot was offered in 2011: Bolo Bear. A full-figured, smiling teddy bear character sat atop the dispenser with his arms raised in the air, wearing his signature purple shirt. The dispenser was offered exclusively in Mexico at Liverpool department stores, the largest chain of department stores in that country.
In 2012, fans could finally “rock and roll all night and party every day” with the new KISS release. The special gift set was an overwhelming success and sold out in record speed. The set featured the revamped lineup of the band and included The Demon, Starchild, Catman and Spaceman dispensers. These are the first and only official KISS dispensers PEZ has ever done. Despite the band’s popularity, part of the decision to make these dispensers was to shut down the bootleg market. For years, collectors and fans eager to get their hands on KISS dispensers made their own, often converting a Wonder Woman dispenser into the iconic characters. Some versions were better than others, and some bootlegs could even be found with custom packaging. Despite the legal issue, the bootlegs often confused consumers into thinking it was a line PEZ had actually done. To set the record straight, PEZ decided to finally offer an official set.
In 2013, PEZ giant dispensers were launched. For years prior, there were “giant” PEZ dispensers that were created by another company through a licensing deal with PEZ. These dispensers were just over twelve inches in height. Instead of dispensing giant pieces of candy (which is so often confused by consumers), they dispense single rolls of regular-size candy. The initial launch was the Peter PEZ dispenser, followed shortly by a multitude of additional dispensers that usually mirrored the traditional-size dispenser PEZ produced. The line grew to include many Star Wars dispensers, Barbie, Elvis and a host of Charlie Brown variations, to name a few. Additional licensing was secured with Major League Baseball and the NFL to produce dispensers for every major-league baseball and football team. The expansive product line was too much for demand, and the license to produce was retired. The product line was a natural extension for PEZ, so in 2013, there were three new offerings from PEZ: Santa, Hello Kitty and Darth Vader, followed in 2014 by Raphael (Teenage Mutant Ninja Turtles) and Snoopy from Peanuts in 2015. Many of the giant dispensers included sound; when the head was tipped, a notable sound or song would play.
Seventeen new baseball caps were introduced into the MLB line. The dispensers featured miniature hats with the team logo, just like the players wore. Series IV and V of the U.S. Presidents was released, and a special Sulley of Monsters University fame was found exclusively in select Best Buy locations. The exclusive dispenser featured a different color stem and Monsters U logos and school pennants printed on the front of the stem. The Hobbit was the gift set of that year, and a slew of custom haulers made their way to various retailers across the country.
PEZ offered three special dispensers to benefit the Red Nose charity. The UK-only release featured T-Spex, Triceytops and Dinomite, personified dinosaur characters chosen to represent the charity. Red Nose Day was Friday, March 15, 2013. It was held in the United States for the first time on May 21, 2015. Red Nose Day is a UK-wide fundraising event organized by Comic Relief every two years. On Red Nose Day, everyone is encouraged to cast inhibitions aside, put on a red nose and do something funny for money. Even celebrities participate. To raise money, PEZ International created several one-of-a-kind, hand-signed dispensers of celebrities: Jessie J, Ricky Gervais, Keith Lemon and boy band One Direction. One Direction also had a special message for fans: “We’re all big fans of PEZ and we were really happy when they approached us to create our own PEZ heads! We think it’s a great idea that will hopefully raise lots of cash for Comic Relief.” The unique dispensers were auctioned on eBay Europe. Auctions opened on Monday, March 4, 2013, and closed ten days later on Thursday, March 14, 2013. The One Direction set garnered forty-one bids and closed at $2,679.73; Jessie J received thirty-two bids and sold for $1,102.31; Keith Lemon received twenty-eight bids and sold for $934.28; and Ricky Gervais received thirty-three bids and sold for $1,173.29. Combined, the four auctions raised $5,889.61. All proceeds were donated to the Red Nose charity.
Jinkies! It’s Scooby Doobie Doo! Finally, the longtime classic cartoon characters would be immortalized as PEZ in 2014. The gift set, done in bright colors and shaped to resemble the Mystery Machine van, contained five brand-new dispensers: Scooby, Shaggy, Fred, Velma and Daphne. Angry Birds was the other gift set offered. What started as a mobile app quickly turned into one of the most successful gaming franchises of all time. Four all-new dispensers were released in a metal gift tin in the shape of the red bird’s head.
The coolest name was the hottest Disney movie and the largest-grossing animation film ever: Frozen! Anna, Elsa and Olaf dispensers flew off shelves in 2014, becoming the bestselling dispensers of the year. Hello Kitty would celebrate forty years and have her own special gift set. For the first time, Mama, Papa, Mimmy and Hello Kitty were in a cute keepsake tin shaped like Hello Kitty herself.
Over the course of the next couple of years, PEZ would bring back such classics as the Teenage Mutant Ninja Turtles, Peanuts, My Little Pony and Transformers. Harry Potter would finally get the green light and was the hottest set of 2015, followed closely by the Star Wars gift tin done to coincide with the movie release of The Force Awakens. The special gift set featured four crystal dispensers inside a specially shaped tin resembling Darth Vader’s head.
PEZ USA launched a new product in 2014 called PEZhedz. They are premium soft candy chews made in delicious flavors and fun designs, like those you would find on top of a PEZ dispenser. PEZ partnered with European manufacturer Katjes (based in Germany) to manufacture these premium confectionery products. Hello Kitty and PEZ Bears can be found in a variety of fruit flavors; both are 99 percent fat free, gluten free, gelatin free and vegetarian. The candy offers a unique new product line and candy not widely seen before in the U.S. market.
At the close of 2014, longtime president/CEO Joseph Vittoria left the company. He had been in charge for the past decade and was behind numerous initiatives, including modernization of the factory, offices and warehouse and construction of the Visitor Center. During his tenure, he expanded product lines, added numerous new licenses and introduced gift sets to the business portfolio. He was behind the Educational Series of U.S. Presidents and was key in the Orange County Choppers project.
In January 2015, Christian Jegen signed on to lead PEZ Candy as its new president and CEO. Jegen, who has a long history in the candy industry, was former president of Haribo of America. Under his leadership, several new projects are slated for consumers, such as PEZ Connectibles (accessories that attach to the dispenser base, creating a full-figure character) and the new Finding Dory set that will utilize transparent stem bases for the first time on a wide scale. It will be offered in a reuseable fish bowl.
“I am excited to be a part of the PEZ family and plan on bringing highly innovative ideas and strategies in order to grow this iconic brand even further in the United States,” Jegen said. “PEZ has a beloved line of products, a loyal fan base and works with the most
respected licensors in the industry, and I am eager to move the PEZ brand to the next level.”
DISPENSER TIMELINE: 2010s
2010 Sparefroh; Ben 10: Ben 10, Heatblast, Waybig; Chuck E. Cheese; Geico Gecko; Christmas stocking; brown Easter Bunny; custom haulers: ACE Hardware, CVS, Bottom Dollar, Food Lion, Giant Eagle, Rite Aid, Stewarts, WaWa, Wegmans; PEZ Power Trucks; Princess Tiana; NASCAR helmets: Chicagoland Track, Phoenix Track; Hello Kitty gift tin; Hello Kitty plush: Hello Kitty in pink, My Melody, Hello Kitty in blue; Snow White gift set: Grumpy, Sneezy, Sleepy, Happy, Doc, Dopey, Bashful, Snow White; Thomas & Friends gift tin: #3 Henry, #1 Thomas, #5 James, #4 Gordon; Disney Toy Story: Hamm, Slinky Dog, Jesse; Major League Baseball: Chicago White Sox, Florida Marlins, New York Yankees 27th Championship, Philadelphia Phillies Phanatic, San Francisco Giants, Seattle Mariners; NCAA College Basketball: Syracuse, University of North Carolina, University of Connecticut; NCAA College Football: Brigham Young; Halloween vampire; Mickey and Minnie/Donald and Daisy couples gift set; Winnie the Pooh click and play: Piglet, Eeyore, Pooh, Pooh with honey pot, Tigger, Roo; Winter Plush: penguin, reindeer, snowman, bear; Nickelback (one-of-a-kind set): Chad Kroeger, Mike Kroeger, Daniel Adair, Ryane Peake
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