PEZ - the fruity, sugary tablets dispensed from your favorite cartoon character’s neck conjure up sweet childhood memories of swapping and collecting dispensers. (I’ll trade you my red Power Ranger for your Pikachu) But when these Austrian-born sweets hit the candy aisle almost 100 years ago, they had a seriously adult mission: Help people quit smoking. Yep, PEZ was essentially Juul before Juul, minus the toxic side effects. But when PEZ came to America, it shed that medicinal past to become a joyful kid’s candy, cult fave, and collector’s item commanding thousands on the secondary market. Find out how PEZ made the leap from sober grownup treat to toy juggernaut… and how a mysterious figure called “The PEZ Outlaw” upended the entire system, earning $4 million and (almost) getting away with it. Here’s why PEZ is the best idea yet.

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