• #195: PEZ – Part 2 – From Loophole to Pez Outlaw

  • Mar 5 2025
  • Duración: 13 m
  • Podcast

#195: PEZ – Part 2 – From Loophole to Pez Outlaw

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  • How Steve Glue made 4 Million giving the people what they wanted by beating the system; and how Pez ran him out of the business. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector and storyteller. I'm Stephen's sidekick and business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is... Well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [ASAP Commercial Doors Ad] Dave Young: Welcome back to the Empire Builders Podcast, Dave Young here with Stephen Semple and part two of the PEZ story. We're going to talk about the PEZ collectibles, the whole frenzy. Stephen, I'm going to turn it over to you because I'm fascinated with this. I did just 30 seconds worth of Googling, and yeah, there are PEZ dispensers that are worth bucks out there. Stephen Semple: And the whole collectibles and the PEZ story is crazy. And as we know, the '90s is when this whole idea of collectibles just took off. You had Swatch watches come onto the market, and in fact, stay tuned, we're going to do an episode on Swatch. Swatch is probably going to end up becoming one of my favorite all time stories. So Swatch is going to be coming up. Because as I was going down this whole collectibles thing, it opens other doors. But you had Beanie Babies and you had Pokemon, and of course, PEZ. And PEZ is so popular that it ended up being on the cover of the Forbes magazine edition on collectibles. And people who collect PEZ dispensers call themselves PEZ heads. And one of the biggest people in the space is a guy whose name is Stephen Glew, who's also known as the PEZ Outlaw. Dave Young: The Pez Outlaw. Stephen Semple: The PEZ Outlaw. You're immediately intrigued, aren't you? Dave Young: Oh, sure. Stephen Semple: And Steve Glew is a machine operator from Michigan, and he started doing collectibles as a side hustle. And he started by collecting cereal boxes. So he would go to the local recycling plant and clip the coupons and ask for the toy to send them, things like those secret decoder rings. Have you ever noticed that there's a disclaimer now on those things that says only one per customer Dave Young: Because of him? Stephen Semple: It's because of him. Because at a certain point, Kellogg's notices that they're sending tons of toys to this one address- Dave Young: To one guy. Stephen Semple: ... in rural Michigan, to this one guy. He's basically getting these things and then going to trade shows and selling them. Dave Young: Nice. That's smart. Stephen Semple: That's smart, hey. Dave Young: Yeah. Stephen Semple: It's funny, I bought a book a little while ago that is somebody had put together a book of all of the ads and the products that we saw in comics. Dave Young: Oh, sure. Stephen Semple: And in fact, the reason why I had got the book is when I did my comic, I was looking for ideas for fun, made-up placement. Dave Young: My dad had a story about when he was a kid, he sent off for something and it was a model airplane, a Balsa model airplane, send a dollar or whatever. I think this had to be a joke. Basically, he got back a big block of balsa wood and a knife. There you go. Stephen Semple: There you go, that's awesome. Yeah. Dave Young: Yeah, so Steve Glew. Stephen Semple: So we thank Steve Glew for the origin of the disclaimer of one per customer. So Steve's got a problem. He needs to find new things to sell because this side hustle is about to disappear because he's no longer able to scavenge these boxes and send in and get all these toys to sell. He's clearing out the last of his inventory and he notices a nearby vendor selling Pez dispensers.
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