PEZ

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.

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

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

• Confectionery manufacturing
• Candy dispensers
• Licensed character products
• Collectible candy novelties
• Fruit gum candies

Headquarters

HQ city

Traun

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

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

1. 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.
2. 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.
3. B2B/Corporate Sales: PEZ offers B2B services for corporate customers including private label options and bulk purchasing through their B2B portal.
4. Limited Edition Art Products: PEZ Arts line features limited edition art toys and collectibles, creating premium revenue opportunities through exclusive product releases.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core 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.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• DisneycoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Disney-themed PEZ dispensers including Disney Princesses, Spider-Man, and Ghost Spider character designs.
• NintendocoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Super Mario-themed PEZ dispensers and candy products.
• SanriocoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Hello Kitty and related Sanrio character-themed PEZ dispensers.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Spider-Man themed PEZ dispensers including Ghost Spider and Miles Morales variants.
• Disney (Lilo & Stitch)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Stitch character-themed PEZ dispensers.
• MojangcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Minecraft-themed PEZ dispensers.
• Original Co. (Squishmallows)minorOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Squishmallows character-themed PEZ dispensers.
• JF KrichbaumminorStrategic or Co-development PartnerArtist collaboration for PEZ Arts limited edition art toy by JF Krichbaum.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/pezcandyusa
• YouTubeyoutube.com/pezofficial
• Facebookfacebook.com/PEZofficial
• LinkedInlinkedin.com/company/pez-international-gmbh
• Instagraminstagram.com/pezcandy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PEZ