FOR IMMEDIATE RELEASE   -  August 11, 2009    

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STAGE NINE ENTERTAINMENT STORE PRESENTS SIGNATURE “IT’S A CANDY NATION” EXHIBIT AT THE CALIFORNIA STATE FAIR

Stage Nine’s Fifth Year of Specialty Exhibits at State Fair Takes Visitors on a Journey through California’s History as a Leader in the Confectionary Industry

(Sacramento, CA, August 11, 2009) -- Celebrating the history of all of our favorite sweet treats, Stage Nine Entertainment, Inc.’s IT’S A CANDY NATION exhibit will be a featured attraction highlighting this year’s California State Fair. IT’S A CANDY NATION will provide an opportunity to learn from the best about what it’s like to develop, test, create and market confections. The exhibit will also celebrate the candy brands we loved as kids that many of us still indulge in today. 

As Stage Nine’s fifth featured exhibit at the California State Fair, IT’S A CANDY NATION promises to exceed the success of previous years. In the past, Stage Nine’s exhibits like TOYTOPIA and GOING HOLLYWOOD have averaged attendance of over 300,000 people each year. Attendees have spent an unprecedented average of 20 minutes per person inside. This year’s exhibit promises to be more exciting than ever before, and is sure to surpass expectations.

Strolling through IT’S A CANDY NATION is a chance to understand the history of candy-making, the nostalgia of candy and how different types of candy have become popular over the years due to improvements in technology, graphics and such. According to a March 2009 New York Times article by Christine Haughney titled “When Economy Sours, Tootsie Rolls Soothe Souls”, the candy industry is seeing history repeat itself with growing sales during a severe economic slump. Haughney writes, “There may be historic precedent to the recessionary strength of the candy business. During the 1930s, candy companies thrived, introducing an array of confections that remain popular today. Snickers started in 1930. Tootsie Pops appeared in 1931. Mars bars with almonds and Three Musketeers bars followed in 1932.”

Many U.S. candy-makers are seeing a similar spike in business since October 2008 when the recession set in. Per Haughney’s article, “Many big candy makers are reporting rising sales and surprising profits even as manufacturers of other products are struggling to stay afloat. Cadbury reported a 30 percent rise in profits for 2008 while Nestle’s profits grew by 10.9 percent, according to public filings. Hershey, which struggled for much of 2008, saw profits jump by 8.5 percent in the fourth quarter.”

IT’S A CANDY NATION aims to give people a chance to immerse themselves in what brings them joy in this uncertain time. “With the IT’S A CANDY NATION exhibit, we strive to inspire the public to share in our love of candy from childhood through today,” explains exhibit director and owner of Stage Nine, Troy Carlson. “IT’S A CANDY NATION gives us the opportunity to share sweet memories and make new ones across generations.”

IT’S A CANDY NATION will showcase the world of candy highlighting candy companies, many based in Northern California, including:

·         Jelly Belly Candy Co.

·         See’s Candy

·         PEZ

·         Wrigley’s

·         Adams & Brooks

·         Just Born

·         American Licorice Co.

·         National Confectioners Association

·         and many more!

Two very special guests are scheduled to visit IT’S A CANDY NATION during the California State Fair. Author of Candy: The Sweet History and others, Beth Kimmerle, a candy expert and historian, will visit the exhibit on opening weekend and “experiment” in our demonstration kitchen with some of her crazy candy recipes featured in her books. On the exhibit’s second weekend, Margaret Moos Pick, author of See's Famous Old Time Candies: A Sweet Story, will visit IT’S A CANDY NATION. Moos Pick is also a founder of the acclaimed “A Prairie Home Companion” radio show with Garrison Keillor and continues to be a freelance producer for NPR. Both will be available for interviews.

IT’S A CANDY NATION will feature several interactive exhibits including Jelly Belly® bean portraits of Ronald Reagan and The Governor on display and, during the fair, a custom Jelly Belly art piece that will be built before your eyes!  Other features in the exhibit will be a huge candy mountain, complete with a candy factory with all the “smells” you would associate with such a sweet exhibit. In addition, there will be a seasonal candy display, a mock See’s Candy store, an exhibit store where you can purchase your favorite candy and a Science of Candy demonstration stage with daily shows.

Much of the story of candy’s popularity can be told seasonally.  IT’S A CANDY NATION will feature an area dedicated to why candy is such a big part of our national holidays including Valentine’s Day, Easter, Halloween and Christmas.

IT’S A CANDY NATION will also celebrate Northern California’s rich candy-making history. Several artifacts will be on display including:

·         Jelly Belly custom built Arlen Ness motorcycle with bean-shaped side car

·         Vintage Pez Display

·         See’s Candy will be providing a Model A

·         The See’s Candy Harley Davidson with side car

·         Vintage store display

·         An ”I Love Lucy” candy conveyor belt interactive with a Lucy look-a-like acting out the classic TV scene

·         Movie artifacts from the film,“Willy Wonka and the Chocolate Factory”

·         Numerous other artifacts

Jelly Belly® has created a special giveaway just for those visiting IT’S A CANDY NATION at the California State Fair. A packet of “Fair Flavors” of Jelly Belly beans that will be given away on special days of the Fair includes flavors of Cotton Candy, Caramel Apple, Buttered Popcorn, Watermelon and more. Fairgoers will enjoy daily treats, giveaways from featured candy companies including:

·         Jelly Belly -- Fair Flavors, Jelly Belly BeanBoozled®

·         See’s Candy lollipops

·         PEZ

·         Just Born (Hot Tamales and Mike & Ike’s minis)

·         Wrigley’s (Hubba Bubba)

There will be many hands-on opportunities, sights and smells as well as much candy to buy and eat, the history of candy area with an emphasis on California companies.

“The simple pleasures in life are the ones that provide the sweetest memories,” said Norbert J. Bartosik, State Fair CEO and General Manager. “The State Fair and candy are old fashioned favorites families still enjoy. That’s why we are pleased to partner with Stage Nine Entertainment Group to bring a delicious new exhibit showcasing the world of candy in “It’s a Candy Nation.”

To find out more about IT’S A CANDY NATION and hours, please visit www.bigfun.org or www.stagenine.com.

About Stage Nine Entertainment Group

Stage Nine Entertainment Group, owned by Troy Carlson, is a full-service developer of creative, unusual exhibits for permanent or temporary display. Creative exhibits are on regular display inside of Stage Nine Entertainment Store and G. Willikers Toy Emporium in Old Sacramento as well as Wall Drug in Wall, South Dakota. For more information on developing a custom, creative display for your business, please visit Stage Nine Entertainment Store at 916-447-3623 or www.stagenine.com.

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