In the Delaware Valley, the road to Easter runs through Peddler’s Village, a shopping destination right out of a fairytale.

More than 60 independently owned and operated shops are surrounded by lush gardens and winding brick walkways, often decorated with seasonal creations from residents and students.

Perhaps none are more mesmerizing than PEEPS in the Village, an annual showcase of dioramas, sculptures and wall art made of the iconic marshmallow chicks and bunnies.

The location received over 100 submissions this year, according to Joseph Albert, director of festivals and events at Peddler’s Village. Visitors are encouraged to download the Peddler’s Village mobile app to vote for their favorite Peeps entry.

“Everybody likes Peeps. I think it’s the color. It’s the squishiness, it has texture and it molds really well into fun things which you can see here,” Albert, who proposed the idea for the event, told CBS Philadelphia in 2023.

Perfect Eggsecution

I visited PEEPS in the Village for the first time last weekend. The line to enter the exhibit was so long you’d think Peter Cottontail himself was inside dyeing eggs.

When I finally stepped inside the hallowed hall, I was blown away by the displays… and the branded merchandise!

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In all the news coverage about PEEPS in the Village, nobody mentioned it was a walk-in Easter basket of Peeps-branded T-shirts, hats, drinkware, stickers, magnets, plush animals and sweet treats.

Confectionary giant Just Born, which also produces Mike and Ike, Hot Tamales, Goldenberg’s Peanut Chews and its own branded jelly beans, clearly knows the power of merch. What makes the retail component especially smart is how seamlessly it fits into the experience. After oohing and ahhing at dozens of sugary masterpieces, the brand feels less like a product and more like the main character in a fun story.

That emotional connection transforms the merch into a natural extension of the exhibit.

It’s also a textbook example of how to tie national branding into a hyper-local tradition. By anchoring the retail presence within a community-driven event, Just Born benefits from the creativity and enthusiasm of local participants while reinforcing Peeps as a cultural staple. Local creators elevate the brand, the brand elevates the event, and the retail space turns that shared excitement into something tangible.

Now that’s sweet success.