Halloween is Reese's most important sales season with one of the shortest sales windows. 38% of all Halloween candy is purchased just 1-2 days before Halloween night. We needed a bold idea to steal share from other brands and make Reese's the only candy trick-or-treaters want. For the millions of Americans who hit the streets to trick-or-treat, Halloween is all about the CANDY. The problem is it can be a mixed bag, leaving many with candy no one wants. As a matter of fact, according to a MediaGenic study, 90% of Americans have traded or wish they could trade their unwanted candy on Halloween, with 4 out of 5 of them either trading or wanting to trade for a Reese's. So, Reese's created a machine to help trick-or-treaters convert unwanted candy into the most-wanted candy in America. The Reese's Candy Converter: Disappointment goes in. Reese's comes out. Not Sorry.