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Candy canes rule Christmas, M&Ms have a lock on Halloween, and for Easter there are Peeps. In fact, even if you don't observe Easter, chances are you know Peeps—the sugar-coated marshmallow dollops intended to resemble baby chicks. The leading treat of the Just Born Candy Co., Peeps turned 60 last year. And while plenty of people eat Peeps all year round (the Pennsylvania factory burps out 4.2 million of them per day), corporate wants Peeps to take wing.
"Our ultimate goal is to get Christmas to the size of Easter," Kathy Parker, Just Born's vp of marketing and innovation, recently told the Wall Street Journal.
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