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Pumpkin spice has become a cultural staple in America, almost a rite of passage every September. And Hershey knows exactly how to turn that craze into something fans will line up for.
Nostalgia Meets Marketing Genius
But Hershey didn’t stop at the pumpkin spice comeback. The company is going all-in with collaborations that will tug on the heartstrings of both kids and parents.
Reese’s is partnering with the Peanuts gang for a Halloween special. Fans will see “It’s the Great Pumpkin, Charlie Brown” themed Reese’s Pumpkins and Miniatures, complete with Charlie Brown, Snoopy, and the rest of the beloved crew on the packaging.
At the same time, Hershey is tapping into another fan-favorite universe with its Cookies ‘n’ Crème Harry Potter Magical Friends Collection. Characters like Hedwig, Dobby, Buckbeak, and Fawkes bring a dose of Hogwarts charm straight to America’s candy bowls.
These aren’t random tie-ins. They’re calculated, nostalgia-driven moves designed to capture two key markets at once: children eager for fun designs and parents who grew up with these iconic characters.
New Shapes, New Twists, Same Sweet Addiction
Innovation is everywhere in Hershey’s 2025 Halloween spread.
Kit Kat Counts will arrive in a brand-new vampire shape, available in snack and jumbo-size bags. Reese’s is rolling out Mini Pumpkins Unwrapped, giving peanut butter and chocolate lovers a bite-sized treat that’s easy to enjoy.
Even Shaq-A-Licious XL Gummies are getting a refresh with individual wrappers — perfect for handing out to trick-or-treaters.
Katie DeCapria, Hershey’s senior manager for Halloween, explained the company’s seasonal strategy this way: families see Hershey products as part of their fall tradition. “The company focuses on creating seasonal favorites that families can enjoy together,” she said.
Packaging Designed for Busy Parents
Hershey is also leaning into consumer-friendly packaging. Families can pick up bags with 30 to 60 pieces, making it easier than ever to cover trick-or-treaters, school events, and office parties.
Special mixes include a “Twizzler Lovers” bag with multiple flavors, as well as a “Halloween Lovers” assortment with Kit Kat Witch’s Brew, Ghost Toast, Counts, and classic milk chocolate.
According to DeCapria, the company’s goal is simple: make seasonal celebrations more convenient for families.
The King of Halloween Candy
This is why Hershey remains the undisputed leader of the Halloween candy aisle.
They’re not just selling chocolate. They’re selling memories, nostalgia, and convenience — all wrapped up in smart packaging and backed by America’s most trusted candy brands.
By bringing back the long-awaited Pumpkin Spice Latte Nuggets, pairing Reese’s with Charlie Brown, and dropping Hogwarts into the candy aisle, Hershey has built a Halloween lineup designed to dominate from every angle.
Halloween might still be weeks away, but Hershey has already set the stage. Parents, kids, and pumpkin spice fanatics alike are counting down the days until the season’s sweetest celebration begins.
