Case10 - :KandyKastle...

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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 
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This note was uploaded on 04/25/2010 for the course 7 7 taught by Professor 7 during the Spring '10 term at American College of Gastroenterology.

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Case10 - :KandyKastle...

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