The confectionery world celebrates two significant anniversaries as Hilco Sweets marks 38 years since its founding by Neil Cohen and CandyRific approaches its 25th anniversary in 2025. What began as a simple toy company transformed when Woolworth department store suggested adding candy to Cohen’s high-value, low-cost toy creations, giving birth to Hilco Candy – named by combining “Hil” from Neil’s wife Hilda and “Co” for company. The relationship between these companies deepened eleven years ago when CandyRific acquired Hilco, which subsequently rebranded to Hilco Sweets in 2022, creating a powerful force in the novelty candy market.
The Birth and Evolution of Two Candy Powerhouses
The story of Hilco Sweets began in 1987 when entrepreneur Neil Cohen identified an opportunity to create affordable toys with high perceived value. According to Lou DiMarco, president of Hilco Sweets, “The original Hilco was founded by Neil Cohen. Woolworth [department store] asked Neil to create high-value, low-cost toys. When he presented his ideas, Woolworth suggested adding candy to the toys, thus Hilco Candy was born.” This pivotal suggestion launched what would become a decades-long success story in the candy and toy novelty space.
The name “Hilco” itself carries personal significance, combining “Hil” from Neil’s wife Hilda with “Co” for company. This family-oriented beginning established a foundation of creativity and personal connection that continues to influence the brand today. In 2022, the company rebranded to Hilco Sweets, reflecting its evolved focus and expanded product range while maintaining its core identity.
Meanwhile, CandyRific has its own impressive history, having been founded in 2000 in Louisville, Kentucky. The company quickly made a name for itself through innovative candy dispensers and novelty items that blend fun, interactivity, and confectionery. The relationship between the two companies formalized eleven years ago when CandyRific acquired Hilco, creating a powerful combined force in the novelty candy market. As CandyRific approaches its 25th anniversary in 2025, both companies have reason to celebrate their enduring impact on the industry.
Brand Partnerships That Create Magic
Strategic partnerships represent a cornerstone of both Hilco Sweets and CandyRific’s business models. Hilco Sweets has formed impressive collaborations with major brands including Kraft Heinz for Kool-Aid-themed products, Impact Confections for Warheads items, and Hostess Brands to create candy versions of iconic Twinkies and Ding Dongs. These partnerships enable Hilco to leverage established brand recognition while introducing unique candy interpretations that resonate with consumers.
CandyRific takes a similar approach with an equally impressive portfolio of licenses including Star Wars, Disney, Marvel, and M&M’s. The company has become a trusted partner for major brands looking to extend their reach into the novelty candy category. By securing these high-profile relationships, CandyRific creates products that combine beloved characters and brands with interactive candy experiences.
These partnerships allow both companies to create products with built-in consumer appeal. When a child or adult spots a Skittles-branded light-up wand or a Star Wars candy dispenser, the recognition of the brand creates an immediate connection. This strategic approach reduces marketing challenges while allowing both companies to focus on product innovation rather than brand building from scratch.
The licensing approach also enables rapid response to market trends. When a new movie launches or a character gains popularity, CandyRific and Hilco Sweets can quickly develop products to capitalize on these cultural moments. This flexibility has proven particularly valuable in the competitive candy market, where trends can emerge and fade quickly.
Innovation at the Heart of Success
Both companies have built their reputations on continually pushing creative boundaries in the candy novelty space. Perhaps no product better exemplifies this commitment to innovation than CandyRific’s Candy Fan, which has sold an astounding 130 million units worldwide. This simple yet clever product combines candy with a functional handheld fan, creating a multi-purpose novelty item that appeals to both children and adults.
Building on this success, CandyRific recently launched Fanimation, an evolved version of the Candy Fan featuring an animated LED light show. This enhancement demonstrates the company’s approach to improving even their most successful products. Other innovative offerings include the M&M’s Transformer Fan and Skittles Light Up Rainbow Wand, which merge popular brand characters with interactive functionality.
The innovation doesn’t stop at product design. Both companies continually explore new flavor profiles, packaging options, and interactive elements to ensure their products remain fresh and exciting. This commitment to constant improvement helps maintain consumer interest while differentiating their offerings in a crowded marketplace.
For both Hilco Sweets and CandyRific, innovation goes beyond simply creating new products. They focus on understanding evolving consumer preferences and designing items that address specific desires for interactivity, collectibility, and social sharing opportunities. This consumer-centered approach to innovation has helped both companies maintain relevance and growth even as market conditions change.
Fresh Flavors: The Kona Ice Partnership
January 2025 marked an exciting new chapter for Hilco Sweets with the announcement of a partnership with Kona Ice, the popular shaved ice franchise known for its vibrant flavors and colorful mobile trucks. This collaboration brings Kona Ice’s beloved flavors into candy form, allowing fans to enjoy signature taste experiences in an entirely new format.
The Kona Ice candy line features five distinctive flavors that fans will immediately recognize: Tiger’s Blood, Blue Raspberry, Pina Colada, Ninja Cherry, and Groovy Grape. Each candy captures the essence of the corresponding Kona Ice flavor, providing a transportable, shelf-stable way to enjoy these previously seasonal treats year-round. The partnership represents a creative approach to brand extension for both companies.
Tony Lamb, founder and CEO of Kona Ice, expressed enthusiasm about the collaboration: “We are thrilled to bring the Kona Ice experience into the confectionery world.” This sentiment highlights the strategic fit between the companies, with both focused on creating joyful experiences through flavor and fun. The partnership also introduces Kona Ice to new distribution channels and consumer touchpoints beyond their traditional mobile units.
For Hilco Sweets, the Kona Ice partnership demonstrates their ability to identify and secure collaborations with brands that have passionate followings. By selecting partners with established flavor identities and emotional connections to consumers, Hilco creates products with built-in appeal and recognition. This strategic approach to partnerships has been a key factor in the company’s continued success.
Targeting “Kidadults” and Beyond
One of the most interesting aspects of both companies’ market approach is their focus on “kidadults” – consumers who embrace playfulness regardless of age. This demographic includes both young consumers and those young at heart who appreciate whimsical candy experiences. By targeting this broader audience rather than focusing exclusively on children, both companies expand their potential market significantly.
The kidadult strategy manifests in product designs that appeal across age groups. For example, Star Wars-themed candy dispensers attract both children discovering the franchise and adults who grew up with it. Similarly, candy versions of nostalgic brands like Twinkies and Ding Dongs appeal to adults seeking connections to childhood favorites while introducing these iconic brands to new generations.
Accessibility represents another key element of both companies’ market strategies. Their products are available through major retailers including Target and Walmart, ensuring widespread distribution and consumer access. This broad availability helps maintain consistent brand presence and makes impulse purchases more likely.
The pricing strategy also reflects this accessibility focus, with products positioned as affordable treats rather than premium indulgences. This approach aligns with the companies’ founding philosophy of creating high-value products at accessible price points. By maintaining this commitment to value, both Hilco Sweets and CandyRific have built loyal consumer followings across diverse demographic and socioeconomic groups.
Company Values and Future Directions
Both companies maintain their headquarters in Louisville, Kentucky, creating a hub of confectionery innovation in the heart of America. This shared location has facilitated their integration while allowing each to maintain its distinct brand identity. CandyRific (founded in 2000) and Hilco Sweets (founded as Hilco in 1987) bring complementary strengths to their partnership while sharing core values of creativity, quality, and consumer delight.
Looking ahead, the combined forces of Hilco Sweets and CandyRific seem positioned for continued growth and innovation. Their proven ability to secure valuable licenses, create appealing products, and adapt to changing market conditions suggests a promising future. As CandyRific celebrates its 25th anniversary in 2025, the milestone offers an opportunity to reflect on past accomplishments while charting future directions.
For consumers, the ongoing collaboration between these companies promises a continuing stream of creative candy and novelty products that blend familiar brands with surprising new formats. Parents looking to share beloved characters from their own childhoods with their children will find products that bridge these generational gaps. Meanwhile, collectors and enthusiasts can anticipate new additions to popular product lines.
I’m always excited to see how candy companies balance tradition with innovation. The story of Hilco Sweets and CandyRific shows how creative thinking, strategic partnerships, and a deep understanding of consumer desires can create enduring success in the confectionery world. As someone who appreciates both the creativity and craftsmanship behind specialty candy products, I’ll be watching with interest to see what these milestone-celebrating companies create next. For those interested in sharing their own candy creations, don’t forget to submit your favorite dessert recipe to be featured on our site!