Case10 - :KandyKastle...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 10 - CASE ASSIGNMENT: Kandy Kastle Meet Larry Jones, a former toy designer for the likes of Hasbro, Mattel, and Playmates Toys. Displaced when the industry  turned   to   electronic   toys,   the   irrepressible   Jones   is   hard   at   play   designing   captivating   candy   concepts   for   niche  manufacturer Kandy Kastle. He is not a confectioner, nor does he aspire to be one. Instead, Jones tinkers with candy  delivery mechanisms and silly, sometimes grotesque names sure to capture the eyes, imaginations and tummies of  youngsters.  His products belong to the $250 million, nonchocolate segment of the U.S. novelty candy market. It’s the third  largest segment of the sweets market, behind chocolate and chewy treats such as gummy candies, licorice, and taffy. The  market has been flat in recent years, but several former toy designers and a slew of hobbyist designers are beginning to  breathe new life into the industry. Their creations range from the simply fun to the outright goofy, and candy makers pay handsomely in hopes of  landing the next big hit. Two of Jones’s latest hits include the Big Barf and the Big Burp. Repulsive though they sound,  both are just mouth-shaped, sound-generating dispensers for harmless gumballs. Though items like the Big Barf reek of a  style unique to Larry Jones, he is just one of a new breed of novelty candy container designers who are hoping to create  the next confection legend that might someday be mentioned in the same breath as the almighty Pez. As action figures, toy trains, and other traditional toys are increasingly overshadowed by their digital counterparts,  inventors and their employers are betting that products that combine toys with candy curiosities are positioned to capture  the dollars left behind by that fading market. Deirdre Gonzalez, vice president of marketing for Cap Candy, says the 
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern