Originally promoted primarily at Easter, Peeps have subsequently been marketed as "Always in Season", and have expanded to Halloween, Christmas and Valentine's Day.

Sam's son, Bob Born, replaced the painstaking process of hand-forming the chicks with mass production in 1954.

[4] According to Mary Bellis, the newly purchased company, Just Born, was soon the "largest marshmallow candy manufacturer in the world."

[5] The yellow chicks were the original form of the candy — hence their name — but then the company introduced other colors and, eventually, the myriad shapes that are now produced.

Items such as nail polish, wrist bands, umbrellas, plush toys, golf gloves, earrings, and necklaces are produced and sold online and in retail stores.

[15][16] Another contest in Maryland asks that participants create a diorama of a culturally important scene from the modern era, featuring a number of Peeps.

In 1999 scientists at Emory University jokingly[21] performed experiments on batches of Peeps to see how easily they could be dissolved, burned or otherwise disintegrated, using such agents as cigarette smoke, boiling water and liquid nitrogen.

[25] This debate featured in an episode of the sitcom Malcolm in the Middle ("Traffic Jam"), in which Francis, insisting the "Quacks" (as they were called) would dissolve in his stomach rather than expand, takes up the dare to eat 100 of them and does so, but gets very sick in the process.

[26] Barry Church, a football player for the Dallas Cowboys, was unable to attend training camp due to an unexpected root canal caused by eating Jolly Ranchers.

[31][32] In March 2021, Just Born and Pepsico (maker of Pepsi products) announced a "limited edition" of "Peeps marshmallow cola" soft drinks.

[33] On April 22, 2014, Adam Rifkin acquired the feature film and TV rights to the classic candies to make a franchise of it.

[34] Then, on April 5, 2021, it was announced that Wonder Street has acquired the rights to the candies with David Goldblum writing and producing alongside Christine and Mark Holder.

The film's plot centered around a ragtag group of Peeps characters who set out on a cross-country journey in order to attend Peepsfest, an annual brand celebration in Pennsylvania.