Peeps are really having a moment right now.
Deadline has learned that Christine and Mark Holder of Wonder Street, the producing team behind the Golden Globe-nominated The Mauritanian, have acquired the TV and film rights to Peeps, and will begin development on an animated movie centered around the marshmallow candy. David Goldblum will pen the script and also produce via Wonder Street.
The plot is described as being “in the spirit of Trolls-meets-Smurfs.” It will involve a ragtag group of Peeps characters who embark on a cross-country journey that will lead them to Peepsfest, an annual brand celebration held in Pennsylvania. Just Born, the company that manufactures the candy is based in Bethlehem, Pennsylvania.
“Peeps Chicks and Bunnies have been ingrained in American pop culture for nearly seven decades due to their instantly recognizable shapes and fan-favorite marshmallow taste, making them the perfect characters to bring to life on the big screen,” Keith Domalewski, Just Born’s Director of Marketing & Consumer Engagement, said in a statement.
Peeps announced their collaboration with Pepsi late last month where the soft drink giant will create a marshmallow-flavored beverage that will not be made available until next year. In the meantime, people can enter the hashtag #HangingWithMyPEEPS sweepstakes for a chance to receive the drink early. Peeps have also partnered with 7-Eleven for a special latte.
Peeps also introduced two new flavors—Peeps Hot Tamales Fierce Cinnamon Chicks, and Peeps Froot Loops–Flavored Pops—with more to come.