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Pez Goes CG

Orange, Connecticut-based Pez Candy Inc. is branching out to less proven characters in a line of candy dispensers based on ICE AGE: THE MELTDOWN, OVER THE HEDGE and CARS, reports VARIETY. The strategy is to produce a limited number and allow the popular of the films increase the value to collectors.

"We're doing a lot more licenses, and people seem to like it," says Peter Vandall, vp of sales and marketing for Pez. "We're putting out an event almost every other month."

Mickey Mouse was the first licensed character.

"Disney is our longest-standing license," says Vandall. "The contract was actually signed by Walt Disney himself in 1952."

Pez is developing dispensers for Sony's OPEN SEASON, Disney's MEET THE ROBINSONS and DreamWorks' SHREK THE THIRD and BEE MOVIE.

In the licensing deals, Pez pays a predetermined royalty ranging from 5% to 12% of the selling cost for each dispenser sold.

Detail is key for Pez dispensers and the CG character make the design process easier.

"Detail is very important for us," Vandall says. "We don't necessarily sell candy; we sell dispensers. To come up with a detailed item like this that sells between one and two dollars, it's incredible."

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Rick DeMott
Animation World Network
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