• by Sarah Mahoney , April 4, 2007

There's no denying the popularity of Peeps every Easter--the intensely colored marshmallow confections have been the No. 1 non-chocolate Easter candy for more than 10 years.

But this year, Just Born Inc., the Bethlehem, Pa.-based candy marketer which also makes Mike & Ikes and Hot Tamales, reports that the adoration has become a little more formal: Several leading newspapers, including the Washington Post, the Seattle Times and the Miami Herald, are sponsoring Peeps-inspired art and diorama contests.

(Those interested in just what a Peeps diorama might look like can check out peepsshow.com, which features Peeps dressed up in mock wedding ceremonies, packed into vast chicken coops, or--disturbingly--wedged into a Kentucky Fried Chicken bucket.)

While dress-up contests for marshmallow birds may seem like an odd route for a candy marketer, Just Born seems to be cashing in on its ability to both honor the classic (that would be the yellow chicks now found in everything from children's Easter baskets to kitschy crafts to the occasional high-end crème brulee) while continually extending the Peeps brand.

This season, for example, it is launching a new color--green chicks--as well as sugar-free chicks sweetened with Splenda, and Peeps Cocoa Bunnies, chocolate-flavored marshmallow rabbits. And in recent years, in addition to adding colors like lavender and turquoise, it's also introduced seasonal marshmallow treats for other holidays, including Halloween, Christmas, and Valentine's Day.

This year, however, a spokeswoman says some of Peeps' biggest successes have come from licensing, including T-shirts, sold at specialty retailers. Among the best-sellers? "Give Peeps a chance" and "The Village Peeps."