PEZ
PEZ International GmbH is a privately held Austrian confectionery manufacturer (founded 1927, ~251-500 staff) that sells its patented spring-loaded character candy dispensers and refill candies via DTC e-commerce across 27 EU markets and the US, plus a B2B corporate channel.
- Company typePrivate
- Founded1927
- HeadquartersTraun, Austria
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What PEZ does
PEZ (legal entity PEZ International GmbH) is an Austrian confectionery company founded in 1927 and headquartered in Traun, Austria, with a brand heritage tracing to 1896. It manufactures and sells fruit gums, refreshing pastilles, fizzy and sour candies, dextrose products, and its signature brick-shaped candy refills, alongside the patented PEZ dispenser — a spring-loaded, character-themed pocket device that mechanically delivers individual candy pieces when its head is pressed. The dispenser mechanism is a novel-method architecture protected as a core technology, and the PEZ name and logo are registered trademarks of PEZ International GmbH. PEZ employs 251-500 staff and serves consumers in Europe (across 27 EU markets via pez-candy.com with multi-language and EUR pricing) and North America (via us.pez.com), with a separate US operating entity, PEZ USA.
PEZ monetizes primarily through one-time sales of (a) candy refills in multiple flavor lines (fruit, fizzy, sour, exotic, plus the newly launched Blue Raspberry), (b) character dispensers under licensing partnerships with Disney, Nintendo, Marvel, Sanrio, Mojang/Minecraft, Original Co. (Squishmallows), and Jurassic World Explorers, (c) gift sets and limited editions, (d) the PEZ Arts limited-edition art-toy program (artist collaborations such as JF Krichbaum), (e) the Retro Kollektion and Fan-Shop merchandise lines, and (f) occasion collections (Wedding, Gender Reveal & Family). The go-to-market mixes DTC e-commerce with a B2B/corporate channel that supports private label, bulk ordering, and corporate gifting. Customer segments are hybrid: individual consumers and families (primary), collectors of dispensers and retro SKUs, B2B/corporate buyers, and event-occasion purchasers. Brand strength, an extensive licensed content library, and nearly a century of cultural recognition form the company's core differentiators. PEZ is privately held, family-controlled by the Haas family since founding, with no disclosed parent company, funding rounds, or institutional investors in the source data.
PEZ firmographics
Firmographics- Name
- PEZ
- Legal name
- PEZ International GmbH
- Website
- https://int.pez.com
- Company type
- Private
- Founded year
- 1927
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- PEZ International GmbH is a privately held Austrian confectionery manufacturer (founded 1927, ~251-500 staff) that sells its patented spring-loaded character candy dispensers and refill candies via DTC e-commerce across 27 EU markets and the US, plus a B2B corporate channel.
- Ownership category
- akta.pro rank
PEZ industry classification
Industry- Product category
- Confectionery
- NAICS
- Nonchocolate Confectionery Manufacturing (31134), Hobby, Toy, and Game Retailers (45912), Confectionery and Nut Retailers (445292)
- SIC
- Sugar & Confectionery Products (2060), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Sugar Confectionery (Gummies, Hard Candy, Chews) (CRADABAB)
- akta.pro secondary industry
- Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK)
Keywords
Where PEZ is headquartered
LocationHeadquarters
- HQ city
- Traun
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
PEZ business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Candy Sales: PEZ generates revenue through the sale of its signature candy refills in various flavors including fruit, fizzy, sour, and exotic. Candies are sold in packs and bulk quantities.
- Dispenser Sales: Sale of PEZ dispensers featuring licensed characters and designs. Dispensers are sold individually and in gift sets, with limited edition releases creating collectible demand.
- B2B/Corporate Sales: PEZ offers B2B services for corporate customers including private label options and bulk purchasing through their B2B portal.
- Limited Edition Art Products: PEZ Arts line features limited edition art toys and collectibles, creating premium revenue opportunities through exclusive product releases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard consumer pricing for candies and dispensers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
PEZ product offering
Product offeringCore offering
PEZ manufactures and sells fruit gums, refreshing pastilles, fizzy candies, and dextrose products paired with its signature patented spring-loaded character dispensers. The company leverages entertainment licensing (Disney, Nintendo, Marvel, Sanrio, Mojang) to produce collectible themed dispensers and candy refills, sold primarily through owned direct-to-consumer e-commerce in Europe and the US, supplemented by a B2B portal for corporate and bulk orders.
Product overview
PEZ is a candy and collectible dispenser company offering a portfolio of products centered around its iconic mechanical PEZ dispensers and complementary brick-shaped candies. The core offerings include PEZ Dispensers (character-themed pocket dispensers) and PEZ Candies (refill candies in various flavors). Additional sub-brands include PEZ Arts (limited edition art toys), Retro Kollektion (nostalgic designs), Wedding Collection, and Gender Reveal products. PEZ also provides digital experiences through the PEZ Play App, corporate services via B2B, and publishes an annual Product Catalogue. The company leverages character licensing partnerships with major franchises including Disney (Hello Kitty, Disney Princesses), Marvel (Spider-Man), Nintendo (Super Mario), Minecraft, Stitch, and Squishmallows to create themed dispensers and candies.
Differentiator
Problem solved
Functional benefit
Brands
- PEZ Arts: Limited edition art toys by various artists
- PEZ Play App
Products and services
- PEZ Dispensers Iconic spring-loaded, character-themed pocket candy dispensers (mechanical plastic holders) that release a single PEZ candy brick when the head is pressed, sold in standard and limited edition designs for individual consumers and collectors.
- PEZ Candies Brick-shaped refill candies sold in various flavors (Fizzy, Sour, Fruit, Exotic, Blue Raspberry) that refill PEZ dispensers, available individually, in packs, and in larger bags (e.g., Spider-Man 85g bag).
- PEZ Arts Limited edition art toys and collectible figures designed by guest artists (e.g., the JF Krichbaum art toy) for collectors seeking premium, exclusive PEZ-branded objects.
- PEZ Gift Sets Pre-packaged gift collections that bundle PEZ dispensers with refill candies, designed for gifting and special occasion purchases.
- PEZ Limited Editions Special release PEZ dispensers and candy products with limited availability, often featuring exclusive character designs, seasonal themes, or collaboration drops.
- PEZ Retro Kollektion Retro and nostalgic PEZ dispensers and merchandise featuring classic character designs drawn from the brand's historical product line, targeted at collectors and nostalgic adult buyers.
- PEZ Wedding Collection PEZ dispensers and candies designed as wedding favors and bridal event giveaways, targeted at couples and event planners.
- PEZ Gender Reveal & Family Collection PEZ dispensers and candies designed for gender reveal parties, baby showers, and family celebrations.
- PEZ B2B Services Corporate customer services that provide private label PEZ products, bulk purchasing, and dedicated B2B support for events, promotional use, and corporate gifting.
- PEZ Product Catalogue Annual product catalog that documents and presents the full PEZ product range, distributed to retail and B2B customers for ordering and merchandising reference.
Companies that use PEZ
Customer profileSegments4 records
Ideal customer profiles3 records
PEZ technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
PEZ partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- DisneycoreLicensing partnership for Disney-themed PEZ dispensers including Disney Princesses, Spider-Man, and Ghost Spider character designs.
- NintendocoreLicensing partnership for Super Mario-themed PEZ dispensers and candy products.
- SanriocoreLicensing partnership for Hello Kitty and related Sanrio character-themed PEZ dispensers.
- MarvelcoreLicensing partnership for Spider-Man themed PEZ dispensers including Ghost Spider and Miles Morales variants.
- Disney (Lilo & Stitch)coreLicensing partnership for Stitch character-themed PEZ dispensers.
- MojangcoreLicensing partnership for Minecraft-themed PEZ dispensers.
- Original Co. (Squishmallows)minorLicensing partnership for Squishmallows character-themed PEZ dispensers.
- JF KrichbaumminorArtist collaboration for PEZ Arts limited edition art toy by JF Krichbaum.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
PEZ competitors and assessment
Company assessmentDirect peers
- Haribo: Germany-based global confectionery manufacturer of gummy candies, fruit gums, and licorice — directly comparable to PEZ in sugar confectionery manufacturing, flavor innovation, and broad European distribution.
- Ferrara Candy Company: US-based manufacturer of branded sugar confectionery (Brach's, Lemonheads, Now and Later). Comparable to PEZ in shelf-stable candy categories, licensed character tie-ins, and impulse confectionery positioning.
- Perfetti Van Melle: Global sugar confectionery group behind Mentos, Chupa Chups, and Fruittella. Comparable to PEZ in pocket-sized sugar confectionery, dispenser-adjacent formats, and global brand portfolio strategy.
- Jelly Belly Candy Company: US-based sugar confectionery manufacturer specializing in flavored jelly beans, candy gifts, and licensed collaborations. Comparable to PEZ in gifting, themed assortments, and collectible candy positioning.
- Swizzels Matlow: UK-based family-owned sugar confectionery maker (Love Hearts, Drumstick Squashies). Comparable to PEZ in heritage family-owned structure, pocket confectionery formats, and gifting seasonal product cycles.
Emerging players
- Funko: Designer collectible toy maker of Pop! vinyl figures, leveraging deep licensing relationships with Disney, Marvel, Nintendo, and others. Comparable to PEZ in licensed character collectibles monetization and PEZ Arts line strategy.
- Kidrobot: Designer art toy and collectibles platform producing limited-edition vinyl figures. Comparable to PEZ Arts in artist collaborations, limited drops, and crossover between confectionery-adjacent collectibles and art toys.
- Candy Kittens: Modern DTC-focused premium vegan gummy candy brand. Comparable to PEZ in flavored sugar confectionery and DTC e-commerce, though skewing to a younger, health-conscious consumer segment.
Broad incumbents
- Mars Wrigley: Global confectionery giant (M&M's, Skittles, Starburst) with massive distribution and licensing budgets. Comparable as a broader incumbent that competes for shelf space, licensed character deals, and confectionery impulse purchases.
- Mondelez International: Global snacks and sugar confectionery conglomerate (Cadbury, Sour Patch Kids). Comparable as a broad incumbent in the same category with greater scale in distribution, marketing, and licensing firepower.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PEZ social profiles
Digital presencePEZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
PEZ leadership team
Management profileNumber of profiles
PEZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PEZ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PEZ
What does PEZ do?
PEZ manufactures and sells fruit gums, refreshing pastilles, fizzy candies, and dextrose products paired with its signature patented spring-loaded character dispensers. The company leverages entertainment licensing (Disney, Nintendo, Marvel, Sanrio, Mojang) to produce collectible themed dispensers and candy refills, sold primarily through owned direct-to-consumer e-commerce in Europe and the US, supplemented by a B2B portal for corporate and bulk orders.
Is PEZ a public or private company?
PEZ is a private company. It is classified as family owned and is currently operating.
When was PEZ founded?
PEZ was founded in 1927. It employs 251 to 500 people.
Where is PEZ based?
PEZ is headquartered in Traun, Austria, in the Europe region.
How does PEZ make money?
Four revenue lines are on record. Candy Sales are the primary driver. The others are dispenser Sales, B2B/Corporate Sales and limited Edition Art Products.
Who are PEZ's main competitors?
Direct peers on record are Haribo, Ferrara Candy Company, Perfetti Van Melle, Jelly Belly Candy Company and Swizzels Matlow. Emerging players are Funko, Kidrobot and Candy Kittens. Broad incumbents are Mars Wrigley and Mondelez International.
Does PEZ have an API?
No public API is recorded for PEZ.
What industry is PEZ in?
PEZ's product category is Confectionery. Its primary akta.pro industry code is CRADABAB, Sugar Confectionery (Gummies, Hard Candy, Chews), with a secondary code of CRALAGAK, Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.). Its NAICS code is 31134 and its SIC code is 2060.