Seasonal efforts demand: more than just candy. (Category Closeup).(Statistical Data Included)

Everyone knows seasonal candies are big business. Estimates peg total sales between two and six billion dollars a year. As a result, even non-seasonal confectionery manufacturers are looking for ways to tap into this lucrative niche. For example, this is Topps' first year creating seasonal confections.

"We are seeing how big of a business seasonal candies is. This is a good place to grow our business," says Kathy Hiserodt, director of new business development for Topps Company, Inc., New York City. "We are taking our current brands that are already real strong, like Baby Bottle Pop, and Push Pop and try to adapt them so they are appropriate for the season," says Hiserodt.

"Chocolate items seem to be well developed, but non-chocolate products seem to be pretty underdeveloped. We can come in and make an impact there," she adds.

Topps rolled out three new products for Easter: Ring Pops in the shape of a bunny or chick; Push Pop Toppers, also redesigned for Easter in pastel colors and flavors, along with Easter icons such as a bunny, egg shapes and a chick; and an Easter Popsoid, which features a plastic stick with an Easter figure, encased in a lollipop.

Hiserodt has noticed that for Christmas and Easter there seems to be more higher-priced tier items coming into the market, such as bigger toys with candy attached. She notes that there are a lot of candy and toy combinations, especially around …