There are 34 million kids in the United States, ages 4 through 12, with $60 billion of their own to spend annually. Two-thirds of the income is spent on candy/snacks/beverages -- the No. 1 spending category, according to American Demographics. Kids also directly influence $147 billion of parents' spending. This makes pretty good pickin's to be had in the kids' novelty candy business.
It's no wonder there was such an array of interesting and innovative candy items on display at the American Wholesaler Manufacturers Association convention in Denver in midsummer. Plenty of seasonal items like new chocolate Santa Claus offerings and even Easter Eggs and Bunnies were joined by items with unique characteristics. Emphasis was on real kids' products, not scaled-down adult versions. Items like candy-filled telephones and a miniature piano keyboard, not to mention CD Bubble Gum records and holographic candies, were evident. Even Choc Rocks, chocolate Pop Rocks, made their debut. Carbonated Candy Ventures, Philadelphia, is the newest marketer attempting to regain the popularity this concept had some years back when General Foods first introduced it. A unit of Kraft Food Ingredients in Memphis, Tenn., BerZerk Candy Works, is focusing on kids' novelty candy through brand development. CandyCaller, a miniature plastic phone filled with Werking Candy, introduced last year, remains a popular novelty. It is joined by CandyKeyboard, not only newly merchandised, but also offered in combination with the CandyCaller in special displays to attract kids. CandyKeyboard has a working 13-key plastic music-maker keyboard. Each retails for about $2.99.
CD's Digital Gum, called "the original bubble gum disc," is available from Zeebs Enterprises, Fort Worth, Texas. "These chart-topping bubble popping hits add flavor and style to anyone's CD collection!" They come in full size, reusable plastic CD disc "jewel boxes" for 99 cents retail. Another Compact Disc Bubble Gum in smaller disc shapes, with a 25-cent retail, is available from Calomiti International, McAllen, Texas.
Also from Zeebs is Wurmz-N-Dirt "gummie and crummie fun" filled small plastic buckets at about 99 cents each. Many little kids seem to love eating dirt -- now they can get that and the gummy worms, too!
New Donut Delights' assorted Jelly-Filled Bubble Gum Donuts not only look like a mini version of the real thing, but also feature a flavorful squirt of scrumptious jelly-flavored fillings. Friendly Candy Co., Aurura, Colo., offers Volcanic Cherry and Fizzy Cola Pond Scum. These are described as "Gnarly foaming frothy candy." For just 25 cents, anyone who wants to look rabid can pick up a pack.
Robert McMath is a new-product consultant and director of the New Products Showcase & Learning Center in Ithaca, N.Y.
