Pez In Pop Culture
Tiny bricks of candy. Cartoon heads on spring-loaded sticks. A nostalgic snap that brings back childhood memories in an instant. PEZ isn't just a candy - it's a cultural time capsule wrapped in plastic and personality.
PEZ might be best known today for its colorful character dispensers and fruity candies, but its story actually starts in 1927 Austria - and it’s a lot more sophisticated than you'd expect. In this article, Hollywood Branded explores the sweet, strange, and surprising story of PEZ and how it became a pop culture icon.
PEZ: A History
Invented by Eduard Haas III, PEZ was originally created as a breath mint for adults and marketed as a smoking alternative. In fact, the name “PEZ” comes from the German word for peppermint (PfeffErminZ), and the very first dispensers were sleek, lighter-shaped devices meant to encourage adults to "PEZ" instead of light up.
Photo Credit: PEZ
It wasn’t until the 1950s that the brand pivoted to a younger audience by introducing fruit flavors and, most importantly, the now-iconic character-headed dispensers. This shift transformed PEZ from a breath freshener into a whimsical collectible - and a beloved part of pop culture.
Photo Credit: PEZ
Characters That Made PEZ A Household Name
Over the decades, PEZ has released more than 1,500 unique dispenser designs, many of which have become iconic in their own right. The company’s character lineup reads like a who’s-who of animation and entertainment, starting with Mickey Mouse and continuing through generations of kids’ favorites.
Photo Credit: Amazon
Characters from Star Wars, Disney Princesses, Marvel, and Looney Tunes are perennial bestsellers, with others like SpongeBob SquarePants, Hello Kitty, and Minions cycling in and out of popularity depending on the moment.
Photo Credit: ItSugar
Photo Credit: PEZ
PEZ has an uncanny ability to tap into the zeitgeist, releasing dispensers tied to major movie launches, nostalgic reboots, and cultural events that make them feel both timely and timeless.
The Power Of Licensing: How PEZ Brings Characters To Life
PEZ's character lineup wouldn’t be possible without its robust licensing partnerships with the biggest names in entertainment.
Photo Credit: PEZ
Over the years, PEZ has inked deals with Disney (which also covers Marvel, Star Wars, and Pixar), Warner Bros., Universal, Nickelodeon, Sanrio, DreamWorks, and Illumination, among others.
Photo Credit: eBAY
These agreements allow PEZ to create dispensers that reflect the latest trends in pop culture - from superheroes to cartoon classics to blockbuster movie characters.
Photo Credit: PEZ Collectors Store
Timing is everything: new releases are often tied to film debuts or anniversaries, helping to keep PEZ relevant for collectors, kids, and pop culture fans alike.
Limited Edition PEZ: The Collector’s Holy Grail
For casual fans, PEZ might just be a fun candy treat. But for collectors, limited edition dispensers are the crown jewels. Some of the most valuable and sought-after PEZ dispensers are political or promotional in nature, such as those featuring U.S. presidents, international figures, or characters produced in tiny batches for conventions.
Photo Credit: Hobby DB
Photo Credit: Hartford Business
One of the rarest? A gold “Make-A-Wish” PEZ dispenser that fetched over $13,000 at auction. Other notable limited editions include crystal-head Star Wars dispensers, factory error misprints, and specialty tins released for events like the Star Trek 50th anniversary.
Photo Credit: PEZ
A standout release in PEZ history was the Wizard of Oz 75th Anniversary Collector's Set, which featured all the major characters - Dorothy, Scarecrow, Tin Man, Cowardly Lion, Glinda, and the Wicked Witch of the West - packaged in an emerald green collector’s box designed to evoke the magical look and feel of the classic film. This set was a favorite among both PEZ fans and film memorabilia collectors, combining nostalgia with pop culture history in one perfectly designed display piece. (It's also my personal favorite because my mom got it for me for Christmas in 2014. I still have it in my childhood bedroom - sitting pretty in its untouched original packaging.)
Photo Credit: LiveAuctioneers
Seasonal and holiday-themed dispensers - Halloween witches, Christmas Santas, Valentine’s Day hearts - are another beloved tradition, and convention exclusives often generate buzz among serious collectors.
Photo Credit: Amazon
Why PEZ Still Pops
In summary, from its beginnings as a sleek mint for adults to its evolution into a playful, collectible candy brand adored by kids and collectors alike, PEZ has carved out a truly unique place in pop culture history.
Photo Credit: Snyder's Candy
Its clever use of licensing, its ability to evolve with the times, and its irresistible charm make it more than just candy - it’s a time capsule, a fandom, and for many, a lifelong passion. Whether you're into limited editions, love a good novelty, or just enjoy a sweet dose of nostalgia, PEZ proves that even the smallest things can leave a lasting impression.
Photo Credit: PEZ
Eager To Learn More?
If you’re fascinated by how PEZ built an empire through licensed characters and clever partnerships, you’re just scratching the surface of how licensing powers some of the world’s biggest brand moments. From candy to superheroes, licensing is the secret sauce behind many of the pop culture collaborations we know and love. It’s where storytelling, strategy, and star power collide - and we’ve got the blogs to prove it.
Check out these Hollywood Branded blogs that dive deeper into the power of brand licensing:
- The Benefit of Licensing Popular IPs
- The Art of Licensing and Brand Partnerships: From Bridgerton to Queen Charlotte
- The Benefits Of Licensing Entertainment Properties
- Licensed Product Lines From Film & TV
- How Brands Partner With Pop Culture To Create Licensed Products
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