Limited-edition treats, a NYC pop-up, and $20,000 sweepstakes.
TWIX is launching a new celebration this year that blurs the line between Halloween and Christmas. Calling it “Hallowmas,” the Mars-owned candy brand is responding to a rare calendar quirk: Halloween falls on a Friday for the first time in over a decade, prompting what the company expects to be an extended weekend of festivities.
Tim LeBel, President of Sales and self-styled “Chief Halloween Officer” at Mars Wrigley North America, said the brand wants fans to celebrate both holidays simultaneously.
The two-sided nature of a TWIX bar, he added, makes it a fitting symbol for this combined occasion.
What’s in the Hallowmas lineup
The brand is releasing a mix of limited-time candy products, a sweepstakes with a $20,000 prize, and a themed pop-up event in New York City. Here’s what fans can expect:
- TWIX Ghoulish Green Fun Size: The classic TWIX bar, now with a green cookie center.
- NEW TWIX Snowman: A snowman-shaped TWIX bar arriving ahead of the typical holiday season.
Both items will be available in the TWIX Hallowmas™ Pack, which goes on sale at TWIX.com/Hallowmas for $2 starting October 22, with a restock planned for October 29.
In addition, the TWIX Candy & Cash Sweepstakes offers a chance to win a candy bundle for Halloween and $20,000 in cash for Christmas. To enter, participants must comment on the brand’s social media sweepstakes post and tag a friend.
Sharing Hallowmas-themed content on Instagram or TikTok using #TWIXSweepstakes will earn bonus entries. Full rules are available on the TWIX website.
To cap off the launch, TWIX is hosting a two-night Hallowmas Grotto pop-up in Brooklyn, New York, featuring a costumed character named Zombie Claus.
The event will run October 31 and November 1 from 4:00 PM to 11:00 PM ET at North 10th St & Union Ave. It will include interactive photo opportunities, “remixed carols,” and jump-scare moments. The first 100 guests each night will receive a free Hallowmas pack.
While it remains to be seen if “Hallowmas” will catch on beyond 2025, TWIX is betting that candy fans are ready to celebrate both holidays at once, at least for a weekend.