In the suit for creating an intera...

In the suit for creating an interactive or novelty candy that's--prepare yourself for these overused words--"new" and "different," any candy makers have turned to "tried" and "true" mainstays. Confectionery companies find themselves taking old-standbys and jazzing them up in ways that capitalize upon the popularity of interactive/novelty candies.

Tack forward a continuing appetite for licensed consequences by consumers, and one begins to grasp what's driving the interactive/novelty part these days.

Branding v novelty yields

Although The Topps Company Inc. in fresh York doesn't develop any novelty candy, it does occasion interactive candy brands ...