The product has a paste type consistency and is packaged in a tube similar to toothpaste. "It is being launched in strawberry flavor with plans to add sour apple and grape very soon," explains Jay C. Pearlman, the founder and president of Ludo, LLC. There will also be limited edition flavors and a larger four ounce tube added to the product line next year.
Ludo, which means to play in Latin, is all about fun and making consumers smile. The interactive candy manufacturer was launched in 2001 and its first customer was Target. "Since that time we have shipped just about every major retailer and have had a tremendous amount of success in large chains that are not traditionally known for toy candy," says the smiling entrepreneur. Some of those unique accounts include Bed Bath & Beyond, Cracker Barrel, Speedway SuperAmerica, Party City, Circle K, etc.
Bubble Paste is certainly not the first creative item from Ludo. The company has launched many, including a chicken holding cymbals in its wings while sitting on top of a tube with candy. When the user pulls down on a lever attached to the tube, the chicken bangs the cymbals making a smashing noise. Unlike other manufacturers, Ludo has not pursued licenses. It prefers to build its business with basic goods that are not dependent on the success of a movie or require hefty royalties and guarantees. Perhaps the simplicity of Ludo's products is why they have been so successful.
"Bubble Paste is one of those ideas that just popped in my head. We have traditionally manufactured interactive candy products which are toys with candy. Bubble Paste is more of a novelty candy item since there is no toy aspect to it. My goal was really to create a true consumable. Our other products are one time purchases. Bubble Paste can be purchased over and over again. Thus, there is a real opportunity to build a brand with this product," states Pearlman.
The bubblegum in a tube will retail between $0.59 to $.79/unit and Ludo expects this item to be sold in all classes of trade (mass, grocery, drug, and specialty stores). Dylan's Candy Bar, the candy store chain owned by Ralph Lauren's daughter, Dylan, will be the first retailer in the country to launch the item. "The sheer fact that Dylan wants to assist us with launching Bubble Paste speaks volumes about the potential."
Later this year, Ludo will also be launching the Bubblegum Candy Cane. The giant gum shaped cane makes for a great stocking stuffer and has already been well received by many retailers. In fact, consumers will be able to find it at the following national chains, 7-Eleven, Justice (900+ store chain targeted to tween girls), Claire's (mall-based accessory chain), Sweet Factory, Christmas Tree Shops, among many other retailers.
The Boca Raton resident was born and raised in Cleveland, Ohio. He graduated from The Ohio State University with a triple major in marketing, finance and logistics. While he did know at a very young age that he would be an entrepreneur, he never thought it would be as a toy or candy manufacturer. "I would have loved being an automobile manufacturer. However, I knew that was so unrealistic due to the capital requirements. Life as Willy Wonka isn't so bad," Pearlman says jokingly.
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Ludo, LLC is a novelty candy manufacturer. It was founded in 2001 by Jay C. Pearlman. Ludo sells its products in all classes of trade and has shipped just about every major retailer since its inception.