My kids’ Halloween haul this year was mind-boggling.

Spread across our dining room table, I noticed something fascinating: The same chocolate bars appeared in multiple sizes.

Take Snickers, for example:

• Full-size bar (the coveted “rich house” treat)
• Fun size (slightly smaller than sharing size)
• Mini (two-bite version)
• Tiny (one-bite wonder)

How did we get here?

The “fun size” concept was introduced by Mars in 1968, specifically for Halloween. The company gambled that smaller portions would mean more treats per bag – and more opportunities to sample their brands.

They were right. The experiment was so successful that other manufacturers rushed to create their own miniature versions.

But here’s what’s fascinating: These seasonal variants created entirely new use cases.

• Parents could portion control
• Kids could trade more easily
• Offices could keep candy dishes full
• Brands could enter new spaces (like movie theaters)
• “Just one small piece” became guilt-free

The latest twist? “Full size” bars have become the ultimate Halloween status symbol. The houses giving them out are legendary in every neighborhood.

This isn’t the only example of seasons transforming products:

Easter brought us:

• Cadbury Eggs (only available January to Easter)
• Peeps (now year-round but primarily Easter)
• Hollow chocolate bunnies (creating different price points through size)

Christmas innovations:

• Candy canes (now in countless flavors)
• Chocolate oranges (that satisfying crack when you slam them)
• Advent calendars (now filled with everything from socks to beer, to Harry Potter LEGOs)

Valentine’s Day:

• Heart-shaped boxes (creating premium packaging)
• Conversation hearts (limited time creates urgency)
• Red and pink M&Ms (color as seasonal strategy)

Even pumpkin spice, which started with Starbucks lattes, has become a fall phenomenon spanning hundreds of products from Oreos to dog treats. 🐶

For product makers, there are important lessons here:

• Seasonal opportunities can lead to permanent innovations
• Size variations create new use cases
• Status signaling works even with candy
• Simple changes can open new markets
• Sometimes less is more (profitable)
• Scarcity through seasonality drives demand

What started as a Halloween experiment transformed entire product categories. Today, you’ll find “fun size” versions of everything from juice boxes to cheese sticks.

When you’re looking at your own product, ask: What seasonal variations might unlock new opportunities?
Could your “fun size” experiment become the next year-round success?

Laurier

P.S. Wondering why they’re called “fun size” when they’re smaller? Mars figured out that “miniature” sounded less appealing than “fun” – especially to kids. Sometimes marketing is that simple.