My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.

Don Todrin & Fred Seibert

54 & 50, founders of True Confections Inc. in Amherst, Massachusetts
Magazine Contributor
2 min read

This story appears in the June 2002 issue of Entrepreneur. Subscribe »

Description: Niche marketer of entertainment-licensed chocolate and candies

Start-up: About $200,000 in 1999

Sales: Projected 2002 sales of $3 million to $4 million

Bar none: Despite the triumvirate Nestle, Hershey and Mars, Todrin and Seibert sought a share of the $20 billion candy market. Contends Todrin, "[Those companies] are so committed to their standardized products that, to an extent, it leaves an opportunity for originality and creativity."

I think icon: Entertainment icons ranging from the long-familiar Scooby Doo and Spider-Man to the more recent SpongeBob SquarePants and Lord of the Rings characters can be found on the wrappers of True Confections' treats, in addition to the company's successful PMS and Handyman lines.

Candymen at work: Because Seibert's rap sheet lists him as former head of Hanna-Barbera and Nickelodeon online as well as MTV's original creative director, Todrin listens to him when it comes to what's hot. "Being a small business, we can jump right on something," says Todrin. "We take advantage of exciting and explosive trends."

Confectious charms: The candy's sold mostly in novelty, gift and fashion chains for $1.39 to $1.99. "We're not really selling chocolate bars," says Todrin. "We're selling entertainment impulse items. Our products possess the 'I gotta have that' syndrome."

Contact Source

More from Entrepreneur

New York Times bestselling author Nicole Lapin can help you pitch your brand to press and strengthen your media training.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur