1 00:00:01,871 --> 00:00:04,178 [Narrator] Before it fizzled, 2 00:00:04,395 --> 00:00:06,745 made you pucker, 3 00:00:06,745 --> 00:00:07,833 or broke your jaw, 4 00:00:08,530 --> 00:00:11,185 hard candy was either medicinal. 5 00:00:11,185 --> 00:00:12,273 And they were a way to make 6 00:00:12,273 --> 00:00:14,449 taking medicine more palatable. 7 00:00:14,449 --> 00:00:16,581 The spoonful of sugar makes the medicine go down. 8 00:00:16,581 --> 00:00:18,714 [Narrator] Or something outside the reach 9 00:00:18,714 --> 00:00:20,411 of most Americans. 10 00:00:20,411 --> 00:00:22,805 Candies were originally the treat for the rich. 11 00:00:22,805 --> 00:00:24,763 It was very, very expensive. 12 00:00:24,763 --> 00:00:27,592 [Narrator] Until one underestimated confectioner 13 00:00:27,592 --> 00:00:29,899 happens upon a new kind of sweet. 14 00:00:29,899 --> 00:00:31,292 There's a texture 15 00:00:31,292 --> 00:00:35,339 unlike anything anyone has ever had before. 16 00:00:35,339 --> 00:00:36,688 What do we call it? 17 00:00:36,688 --> 00:00:37,385 Tootsie. 18 00:00:39,474 --> 00:00:42,520 [Narrator] His genius will inspire a jobless salesman 19 00:00:42,520 --> 00:00:44,305 to reimagine candy. 20 00:00:44,305 --> 00:00:46,133 Tropical fruits were something 21 00:00:46,133 --> 00:00:49,440 that people can't normally get. 22 00:00:49,440 --> 00:00:52,965 [Narrator] Creating a novelty that will sweep the nation. 23 00:00:52,965 --> 00:00:54,489 [Jacob] They'll be the biggest thing in candy 24 00:00:54,489 --> 00:00:55,229 in the next decade. 25 00:00:57,187 --> 00:00:58,841 [Narrator] They'll catapult a treat 26 00:00:58,841 --> 00:01:00,582 that costs a mere penny. 27 00:01:00,582 --> 00:01:03,585 Charms and Tootsie are not just that kind of candy brands. 28 00:01:03,585 --> 00:01:05,587 They're really part of our lineage. 29 00:01:05,587 --> 00:01:09,895 [Narrator] Into a $15.4 billion industry. 30 00:01:09,895 --> 00:01:11,767 This was a legendary innovation 31 00:01:11,767 --> 00:01:13,682 and one that completely changed everything. 32 00:01:15,684 --> 00:01:18,730 [suspenseful music] 33 00:01:35,747 --> 00:01:38,272 [dramatic music] 34 00:01:38,272 --> 00:01:41,710 [Narrator] At the turn of the 20th century, 35 00:01:41,710 --> 00:01:43,929 a new sensation is sweeping the nation. 36 00:01:43,929 --> 00:01:46,758 In 1900, the Hershey Bar 37 00:01:46,758 --> 00:01:50,936 has sparked an unprecedented craze for sweets in America 38 00:01:50,936 --> 00:01:52,373 Milton Hershey 39 00:01:52,373 --> 00:01:55,202 was really the Henry Ford of chocolate. 40 00:01:55,202 --> 00:01:58,379 What he did is really revolutionized chocolate 41 00:01:59,075 --> 00:02:02,861 by making it available to the masses. 42 00:02:02,861 --> 00:02:04,298 Before this, candy, 43 00:02:04,298 --> 00:02:06,430 specifically hard candy and chocolates 44 00:02:06,430 --> 00:02:08,389 were originally the treat for the rich. 45 00:02:08,389 --> 00:02:11,043 It was very, very expensive. 46 00:02:11,043 --> 00:02:13,524 [Narrator] As Hershey democratizes chocolate, 47 00:02:13,524 --> 00:02:17,963 sales of his bar skyrocket to $600,000 in the first year, 48 00:02:17,963 --> 00:02:21,141 over $21 million today. 49 00:02:21,141 --> 00:02:25,145 But beyond Hershey, the candy landscape is largely dominated 50 00:02:25,145 --> 00:02:26,624 by local sweet shops. 51 00:02:26,624 --> 00:02:29,453 [bright music] 52 00:02:29,453 --> 00:02:32,456 Candy in America is small scales. 53 00:02:32,456 --> 00:02:35,024 So when you went to a candy shop, 54 00:02:35,024 --> 00:02:37,853 it's the candy shop that's making that candy. 55 00:02:37,853 --> 00:02:39,811 Candy would've been made by hand 56 00:02:39,811 --> 00:02:43,598 in five, 10-pound batches at a time. 57 00:02:43,598 --> 00:02:47,689 A shopkeeper would have to take a jar down and scoop out 58 00:02:47,689 --> 00:02:50,126 and put it on a scale and into a little bag, 59 00:02:50,126 --> 00:02:51,780 and that's how candies were sold. 60 00:02:53,434 --> 00:02:55,523 [Narrator] The success of Hershey's chocolate bars 61 00:02:55,523 --> 00:02:58,656 inspires a new breed of sweet makers, 62 00:02:58,656 --> 00:03:01,790 eager to grab their share of a potential new market. 63 00:03:01,790 --> 00:03:04,619 [suspenseful music] 64 00:03:06,011 --> 00:03:08,579 In New York City, one ambitious employee 65 00:03:08,579 --> 00:03:12,148 at a confectionary company called Stern and Salberg 66 00:03:12,148 --> 00:03:15,630 is desperate to make his own mark on the business. 67 00:03:15,630 --> 00:03:17,675 He was an Austrian immigrant 68 00:03:17,675 --> 00:03:22,419 who had a family history of candy making. 69 00:03:22,419 --> 00:03:23,986 He really wanted to make a name for himself, 70 00:03:23,986 --> 00:03:25,509 but so far it's the company 71 00:03:25,509 --> 00:03:27,685 that's reaping all the benefits of his hard work. 72 00:03:29,426 --> 00:03:31,385 [Narrator] His name is Leo Hirshfield. 73 00:03:32,995 --> 00:03:35,302 He'll go on to create one of the most popular candies 74 00:03:35,302 --> 00:03:39,480 of all time that one day will earn $600 million a year. 75 00:03:41,395 --> 00:03:44,920 But right now, Hirshfield's company is not known for candy. 76 00:03:46,617 --> 00:03:48,010 For five years- - Okay. 77 00:03:49,446 --> 00:03:50,578 [Narrator] He's been innovating 78 00:03:50,578 --> 00:03:53,233 with a different kind of sweet, 79 00:03:53,233 --> 00:03:58,020 the first successful instant gelatin called Bromangelon. 80 00:03:58,673 --> 00:03:59,891 [upbeat music] 81 00:03:59,891 --> 00:04:00,936 Bromangelon. 82 00:04:02,329 --> 00:04:03,721 Bromangelon. 83 00:04:03,721 --> 00:04:06,681 That's just, it's crazy. 84 00:04:06,681 --> 00:04:09,727 I don't think you'd ever use a term like Bromangelon. 85 00:04:09,727 --> 00:04:12,948 You go, "God, that sounds delicious." 86 00:04:12,948 --> 00:04:16,430 Despite its complex name, Bromangelon makes the process 87 00:04:16,430 --> 00:04:18,736 of making gelatin remarkably simple. 88 00:04:20,782 --> 00:04:23,654 Before, you really could only get gelatin 89 00:04:23,654 --> 00:04:27,267 through the very long process of boiling bones 90 00:04:27,267 --> 00:04:30,008 to extract the gelatin from it. 91 00:04:30,008 --> 00:04:33,621 All the user has to do is add boiling water, stir it, 92 00:04:33,621 --> 00:04:35,013 and put it in a mold, 93 00:04:35,013 --> 00:04:37,102 and they've got a gorgeous gelatin dessert. 94 00:04:38,016 --> 00:04:38,930 Okay. 95 00:04:40,236 --> 00:04:41,629 People wanted something quick, 96 00:04:41,629 --> 00:04:42,717 easy, and affordable. 97 00:04:42,717 --> 00:04:44,414 Then Bromangelon comes along 98 00:04:44,414 --> 00:04:46,721 and the packets cost 10 to 15 cents each, 99 00:04:46,721 --> 00:04:49,463 and they're available in a wide variety of flavors. 100 00:04:49,463 --> 00:04:51,421 [upbeat music] 101 00:04:51,421 --> 00:04:53,075 [Narrator] And Hirshfield's Bromangelon 102 00:04:53,075 --> 00:04:55,425 becomes a sensation. 103 00:04:55,425 --> 00:04:58,123 Magazines publish new and interesting ways to use it 104 00:04:58,123 --> 00:04:59,255 beyond dessert. 105 00:05:00,909 --> 00:05:03,999 People really just sort of went a little crazy with it, 106 00:05:03,999 --> 00:05:06,958 serving roast Turkey with cherry Bromangelon 107 00:05:06,958 --> 00:05:11,963 or the shredded wheat 108 00:05:11,963 --> 00:05:14,096 apple gelatin sandwich. 109 00:05:15,227 --> 00:05:17,578 Why? 110 00:05:17,578 --> 00:05:19,319 As odd as it sounds, 111 00:05:19,319 --> 00:05:23,584 yes, people were putting meat inside these gelatin molds 112 00:05:25,281 --> 00:05:27,022 and people were eating it up literally and figuratively. 113 00:05:28,240 --> 00:05:29,154 Okay. 114 00:05:30,373 --> 00:05:31,853 [Narrator] Hirshfield's success 115 00:05:31,853 --> 00:05:34,116 sparks a wave of copycats. 116 00:05:34,116 --> 00:05:36,597 [upbeat music] 117 00:05:38,120 --> 00:05:41,863 And soon, one small startup unseat Bromangelon 118 00:05:41,863 --> 00:05:44,039 as the country's most popular gelatin. 119 00:05:44,822 --> 00:05:45,693 Leo. 120 00:05:49,566 --> 00:05:51,046 Oh my. 121 00:05:52,482 --> 00:05:57,182 In 1904, a product called Jell-O launched in America. 122 00:05:58,358 --> 00:06:02,013 Their sales soar past Bromangelon. 123 00:06:03,363 --> 00:06:05,756 It was my creation. 124 00:06:05,756 --> 00:06:09,717 And the name Jell-O becomes synonymous 125 00:06:09,717 --> 00:06:12,546 for the product that Leo Hirshfield invented. 126 00:06:12,546 --> 00:06:13,938 [dramatic music] 127 00:06:13,938 --> 00:06:17,159 [Narrator] By 1906, Jell-O's newest flavor 128 00:06:17,159 --> 00:06:19,074 is already its best seller. 129 00:06:20,423 --> 00:06:22,033 Jell-O's beaten them to the punch 130 00:06:22,033 --> 00:06:25,559 by sweeping in on the newest trend, chocolate flavor. 131 00:06:25,559 --> 00:06:27,169 Bromangelon starts to fall behind. 132 00:06:28,997 --> 00:06:31,695 [Narrator] As sales of Jell-O hit the modern equivalent 133 00:06:31,695 --> 00:06:35,743 of $8 million, Hirshfield is desperate to fight back. 134 00:06:37,832 --> 00:06:40,138 He feels he's come up with a hit product once, 135 00:06:40,138 --> 00:06:41,662 he can do it again 136 00:06:41,662 --> 00:06:45,579 or both he and the company will pay the price. 137 00:06:45,579 --> 00:06:47,798 [Narrator] Hirshfield begins experimenting 138 00:06:47,798 --> 00:06:51,454 with creating his own chocolate version of gelatin. 139 00:06:51,454 --> 00:06:54,892 Leo Hirshfield is a very smart man, 140 00:06:54,892 --> 00:06:58,940 and he knows that if he can create a new chocolate treat 141 00:06:58,940 --> 00:07:03,292 that he can package and sell, that that is a surefire win. 142 00:07:04,902 --> 00:07:06,513 [Narrator] Hirshfield starts trying out 143 00:07:06,513 --> 00:07:09,603 different techniques, hoping to create something unique. 144 00:07:10,734 --> 00:07:12,693 He's tinkering in the lab, 145 00:07:12,693 --> 00:07:15,130 he's working with his chocolate gelatin, 146 00:07:15,130 --> 00:07:18,307 trying to figure out different ways he can use it. 147 00:07:19,264 --> 00:07:21,049 So Leo Hirshfield decides 148 00:07:21,049 --> 00:07:24,792 he's gonna take his chocolate gelatin and bake it 149 00:07:25,923 --> 00:07:27,229 because why not? 150 00:07:28,926 --> 00:07:30,841 [Narrator] As he heats his gelatin mold, 151 00:07:31,015 --> 00:07:33,714 an unexpected creation takes shape. 152 00:07:33,975 --> 00:07:36,586 Oh. 153 00:07:36,586 --> 00:07:39,328 There's a texture unlike anything 154 00:07:39,328 --> 00:07:42,331 he or anyone has ever had before. 155 00:07:47,684 --> 00:07:51,340 It's sort of like a denser, more chewy marshmallow. 156 00:07:52,950 --> 00:07:56,780 It's not really a taffy, it's not really a caramel. 157 00:07:56,780 --> 00:07:58,869 It's gummy and chewy, 158 00:07:58,869 --> 00:08:02,090 but it doesn't fit easily into any category. 159 00:08:05,615 --> 00:08:08,139 He's thinking, "This is tasty, 160 00:08:08,139 --> 00:08:09,793 it's delicious, but what is it? 161 00:08:09,793 --> 00:08:12,100 Maybe this isn't a dessert at all." 162 00:08:12,100 --> 00:08:14,581 Maybe this is something entirely different. 163 00:08:16,017 --> 00:08:18,802 [Narrator] Tasked to create a Jell-O killer, 164 00:08:18,802 --> 00:08:22,806 Hirshfield instead creates a candy with hit potential. 165 00:08:30,074 --> 00:08:31,032 It doesn't melt. 166 00:08:32,207 --> 00:08:33,948 There's no air conditioning, 167 00:08:33,948 --> 00:08:36,254 so a lot of places can't even sell chocolate 168 00:08:36,254 --> 00:08:37,647 in the summertime. 169 00:08:37,647 --> 00:08:39,693 So melting is a huge issue. 170 00:08:42,478 --> 00:08:44,611 This could be bigger than your gelatin. 171 00:08:44,611 --> 00:08:47,701 [suspenseful music] 172 00:08:47,701 --> 00:08:49,529 Company head, Julius Stern, 173 00:08:49,529 --> 00:08:51,487 can see that Hirshfield's creation 174 00:08:51,487 --> 00:08:53,707 might just give Hershey a run for his money. 175 00:08:54,838 --> 00:08:55,883 What do you call it? 176 00:08:58,146 --> 00:09:02,890 I was hoping to name it after my daughter, Tootsie. 177 00:09:04,021 --> 00:09:06,067 Leo Hirshfield's daughter, Clara. 178 00:09:06,067 --> 00:09:09,026 Her nickname was said to be Tootsie. 179 00:09:09,026 --> 00:09:12,856 The Tootsie Roll is released nationwide in 1908, 180 00:09:12,856 --> 00:09:15,555 priced at just a penny each. 181 00:09:15,555 --> 00:09:18,775 He really felt that these had to be sold in bite-sized. 182 00:09:18,775 --> 00:09:20,864 But the way bite-sized candies were being sold, 183 00:09:20,864 --> 00:09:22,605 they were sold in jars. 184 00:09:22,605 --> 00:09:24,433 And he realized that if they put a bunch of these in a jar, 185 00:09:24,433 --> 00:09:25,695 they're just gonna stick together. 186 00:09:25,695 --> 00:09:27,044 So he did something 187 00:09:27,044 --> 00:09:30,047 that no other bite-sized candy manufacturer 188 00:09:30,047 --> 00:09:31,092 or seller was doing. 189 00:09:33,573 --> 00:09:36,010 [Narrator] Even more revolutionary than its taste 190 00:09:36,010 --> 00:09:37,925 is the way it's sold. 191 00:09:37,925 --> 00:09:42,016 So Tootsie is the first individually wrapped candies. 192 00:09:42,016 --> 00:09:45,236 This was unlike, I mean, anything else 193 00:09:45,236 --> 00:09:47,325 that was on the market. 194 00:09:47,325 --> 00:09:48,805 This was a major change. 195 00:09:48,805 --> 00:09:51,025 It reduced labor for the operations of the store. 196 00:09:51,025 --> 00:09:53,593 It allowed the candy to be sold self-serve 197 00:09:53,593 --> 00:09:54,811 so anyone could grab it. 198 00:09:55,899 --> 00:09:58,772 [Narrator] Tootsie Roll is also the first penny candy 199 00:09:58,772 --> 00:10:01,731 with its brand name printed right on every piece. 200 00:10:01,731 --> 00:10:03,211 That was incredibly innovative 201 00:10:03,211 --> 00:10:05,866 because it allowed a consumer 202 00:10:05,866 --> 00:10:08,346 to know that they were getting that same quality 203 00:10:08,346 --> 00:10:09,434 every single time. 204 00:10:11,001 --> 00:10:13,134 [Narrator] Sales from the outset are more than Hirshfield 205 00:10:13,134 --> 00:10:14,701 could ever have imagined. 206 00:10:14,701 --> 00:10:16,485 After the Tootsie Roll, 207 00:10:16,485 --> 00:10:20,228 you see a lot of individually wrapped candies coming out. 208 00:10:20,228 --> 00:10:22,883 You see things like the Hershey Kiss coming out. 209 00:10:22,883 --> 00:10:25,755 Other candies are being wrapped either in aluminum foil 210 00:10:25,755 --> 00:10:28,932 or paper, and suddenly all these other companies 211 00:10:28,932 --> 00:10:30,804 are swooping in. 212 00:10:30,804 --> 00:10:32,240 Thanks to Hirshfield's creation, 213 00:10:32,240 --> 00:10:33,720 the company Stern and Salberg 214 00:10:33,720 --> 00:10:36,070 pivot from being just a gelatin dessert producer 215 00:10:36,070 --> 00:10:37,898 to being one of the first national candy producers 216 00:10:37,898 --> 00:10:39,073 in the country. 217 00:10:40,074 --> 00:10:41,989 But their meteoric rise 218 00:10:41,989 --> 00:10:44,426 is about to fuel fierce challengers. 219 00:10:44,426 --> 00:10:47,821 [upbeat music] 220 00:10:47,821 --> 00:10:50,867 [Narrator] Just 20 miles west of Manhattan, 221 00:10:50,867 --> 00:10:53,870 a high school dropout named Walter Reid Jr. 222 00:10:53,870 --> 00:10:55,959 is struggling after a recent string 223 00:10:55,959 --> 00:10:57,918 of failed business ventures. 224 00:10:57,918 --> 00:10:59,397 Walter Reid Jr. 225 00:10:59,397 --> 00:11:02,226 had an entrepreneurial spirit from a young age. 226 00:11:02,226 --> 00:11:05,099 Even as a kid, he was coming up with schemes 227 00:11:05,099 --> 00:11:08,058 to collect parts from the local factory 228 00:11:08,058 --> 00:11:12,933 where he lived in Baltimore and resell them to toy makers. 229 00:11:12,933 --> 00:11:14,586 He most recently worked as a salesman 230 00:11:14,586 --> 00:11:16,719 for a local New Jersey chewing gum producer, 231 00:11:16,719 --> 00:11:18,895 and he spent a lot of time in candy shops. 232 00:11:18,895 --> 00:11:21,202 He started to see what Hershey and Tootsie Roll 233 00:11:21,202 --> 00:11:23,421 were doing with their wrapped chocolates and other candies, 234 00:11:23,421 --> 00:11:25,641 and he wondered if there was an opportunity to seize 235 00:11:25,641 --> 00:11:27,774 with other types of candies. 236 00:11:27,774 --> 00:11:29,645 He tried a bunch of different business ideas. 237 00:11:29,645 --> 00:11:31,603 None of them really worked. 238 00:11:31,603 --> 00:11:33,823 And so he was looking to do something 239 00:11:33,823 --> 00:11:36,086 no one had seen before. 240 00:11:36,086 --> 00:11:38,393 [Narrator] What Reid is about to stumble upon 241 00:11:38,393 --> 00:11:41,526 will transform candy and make him the head 242 00:11:41,526 --> 00:11:44,529 of one of the biggest candy companies in the world. 243 00:11:44,529 --> 00:11:46,836 But today, he just needs a job. 244 00:11:46,836 --> 00:11:49,709 [suspenseful music] 245 00:11:55,671 --> 00:11:58,239 [Narrator] In 1912, only a few years 246 00:11:58,239 --> 00:12:00,415 after the launch of the Tootsie Roll, 247 00:12:00,415 --> 00:12:03,026 a former gum salesman, Walter Reid, 248 00:12:03,026 --> 00:12:05,507 is searching for inspiration. 249 00:12:05,899 --> 00:12:07,944 Reid is 32 at this point. 250 00:12:07,944 --> 00:12:10,338 He's still young, but he hasn't found something 251 00:12:10,338 --> 00:12:12,862 he can really wrap his arms around yet as a businessman. 252 00:12:16,692 --> 00:12:17,954 [Narrator] Reid sees his chance 253 00:12:17,954 --> 00:12:20,914 to finally make his mark on the candy industry 254 00:12:20,914 --> 00:12:23,655 by adopting Tootsie Roll's approach. 255 00:12:23,655 --> 00:12:27,311 But he wants to do it with totally new flavors. 256 00:12:27,311 --> 00:12:29,270 He realizes he wants to do something 257 00:12:29,270 --> 00:12:31,272 that people can't normally get. 258 00:12:32,926 --> 00:12:34,754 I know it sounds weird at the 21st century 259 00:12:34,754 --> 00:12:38,366 when we can walk into any supermarket at any time of year 260 00:12:38,366 --> 00:12:41,021 and get any fruit we want. 261 00:12:41,021 --> 00:12:44,807 But in the early 1900s, tropical fruits like oranges 262 00:12:44,807 --> 00:12:47,157 or delicate things like strawberries, 263 00:12:47,157 --> 00:12:49,769 they were rare, they were luxuries, 264 00:12:49,769 --> 00:12:54,034 and they were flavors that people were seeking out. 265 00:12:54,034 --> 00:12:56,601 Fruits at this time were still seasonal 266 00:12:56,601 --> 00:12:57,951 and very much regional. 267 00:12:57,951 --> 00:12:59,430 There weren't refrigerated trucks 268 00:12:59,430 --> 00:13:01,606 regularly crisscrossing the country 269 00:13:01,606 --> 00:13:04,609 and refrigerated train travel was still in its infancy. 270 00:13:04,609 --> 00:13:06,263 If you lived in northern state, 271 00:13:06,263 --> 00:13:09,266 the idea of eating a fresh orange from California 272 00:13:09,266 --> 00:13:11,616 or Florida was completely unthinkable. 273 00:13:11,616 --> 00:13:14,315 [ambient music] 274 00:13:15,925 --> 00:13:18,145 [Narrator] Walter Reid pours his life savings, 275 00:13:18,145 --> 00:13:21,888 $2,000 or nearly 65,000 today 276 00:13:21,888 --> 00:13:24,455 into creating his all new candy. 277 00:13:25,630 --> 00:13:27,110 Unlike Leo Hirshfield, 278 00:13:27,110 --> 00:13:29,721 Reid does not have a background in confectionary, 279 00:13:29,721 --> 00:13:31,898 but he is a born salesman. 280 00:13:31,898 --> 00:13:33,421 These could be lighter. 281 00:13:33,421 --> 00:13:34,465 Reid understands people. 282 00:13:34,465 --> 00:13:35,815 He knows what they like 283 00:13:35,815 --> 00:13:37,947 and he knows how to get their attention. 284 00:13:37,947 --> 00:13:38,992 [Narrator] But Reid's strategy 285 00:13:38,992 --> 00:13:41,342 hinges on repurposing a candy 286 00:13:41,342 --> 00:13:44,171 traditionally reserved for medicinal purposes. 287 00:13:46,303 --> 00:13:48,349 Originally, hard candies actually 288 00:13:48,349 --> 00:13:50,220 started out as medicine 289 00:13:50,220 --> 00:13:53,528 and they were a way to make taking medicine more palatable. 290 00:13:53,528 --> 00:13:55,617 A spoonful of sugar makes the medicine go down. 291 00:13:56,792 --> 00:13:58,925 Like if you wanted to solve upset stomachs, 292 00:13:58,925 --> 00:14:00,187 add iron to it. 293 00:14:00,187 --> 00:14:02,189 If you wanted to solve depression, 294 00:14:02,189 --> 00:14:04,278 add an extractive heroin to it. 295 00:14:04,278 --> 00:14:05,322 All these ingredients 296 00:14:05,322 --> 00:14:06,758 are not allowed anymore, 297 00:14:06,758 --> 00:14:07,585 but they didn't know what 298 00:14:07,585 --> 00:14:09,196 it would do long term. 299 00:14:09,196 --> 00:14:11,502 [dramatic music] 300 00:14:11,502 --> 00:14:13,809 [Narrator] To bring hard candy into the future, 301 00:14:13,809 --> 00:14:16,203 Reid works with a confectioner 302 00:14:16,203 --> 00:14:18,988 to create an all new rainbow assortment 303 00:14:18,988 --> 00:14:22,209 of fruit flavors he deems exotic. 304 00:14:22,209 --> 00:14:25,821 They are lemon, lime, grape, orange, and cherry. 305 00:14:25,821 --> 00:14:27,779 Those seem pretty basic now 306 00:14:27,779 --> 00:14:30,217 if you look at any sort of fruit-flavored candy. 307 00:14:30,217 --> 00:14:34,221 But in 1912, they were considered tropical flavors. 308 00:14:35,657 --> 00:14:37,615 So Reid cuts each piece in a small square, 309 00:14:37,615 --> 00:14:39,530 about three quarters of an inch on each side, 310 00:14:39,530 --> 00:14:40,967 and about half an inch thick. 311 00:14:40,967 --> 00:14:43,360 It's the perfect size to pop in your mouth. 312 00:14:43,360 --> 00:14:44,884 [dramatic music] 313 00:14:44,884 --> 00:14:46,363 [Narrator] Like Tootsie Rolls, 314 00:14:46,363 --> 00:14:49,671 Reid aims to sell his hard candy in wrapped packages 315 00:14:49,671 --> 00:14:52,369 distributed nationwide. 316 00:14:52,369 --> 00:14:55,895 He's even come up with a way to undercut Tootsie on price. 317 00:14:57,809 --> 00:15:00,508 So he puts 10 in a package and then charges 5 cents. 318 00:15:00,508 --> 00:15:03,076 So each piece of candy costs less than one penny. 319 00:15:04,729 --> 00:15:06,818 [Narrator] But he's finding his pack of candies 320 00:15:06,818 --> 00:15:08,211 has major issues. 321 00:15:11,693 --> 00:15:14,435 So the individual candy starts sticking to each other 322 00:15:14,435 --> 00:15:15,653 as soon as the package gets near heat 323 00:15:15,653 --> 00:15:17,351 or is exposed to moisture. 324 00:15:18,656 --> 00:15:20,920 So instead of 10 individual pieces of candy, 325 00:15:20,920 --> 00:15:23,400 you got one big sticky chunk. 326 00:15:23,400 --> 00:15:26,577 [dramatic music] 327 00:15:26,577 --> 00:15:29,145 [Narrator] Reid recognizes that each candy square 328 00:15:29,145 --> 00:15:32,627 must be individually wrapped before being encased in a pack. 329 00:15:34,934 --> 00:15:36,892 He's leveraged every penny he has. 330 00:15:36,892 --> 00:15:38,981 He's been at this for two years. 331 00:15:38,981 --> 00:15:41,462 As good as Walter Reid's candies are, 332 00:15:41,462 --> 00:15:42,985 unless he could find some kind of packaging, 333 00:15:42,985 --> 00:15:45,292 he can never take them to the marketplace. 334 00:15:47,076 --> 00:15:48,904 [Narrator] At the end of his financial rope, 335 00:15:48,904 --> 00:15:51,254 Reid discovers a new invention 336 00:15:51,254 --> 00:15:53,822 that's fascinating European manufacturers. 337 00:15:54,736 --> 00:15:56,694 [dramatic music] 338 00:15:56,694 --> 00:15:59,132 Created in France four years earlier, 339 00:15:59,132 --> 00:16:01,961 this unique material is the brainchild of chemist 340 00:16:01,961 --> 00:16:02,962 Jacques Brandenberger. 341 00:16:05,007 --> 00:16:07,227 He's experimenting with making cloth waterproof, 342 00:16:07,227 --> 00:16:10,839 and he applies a liquid viscose rayon to his fabric. 343 00:16:10,839 --> 00:16:13,276 And ultimately, this process creates a fabric 344 00:16:13,276 --> 00:16:15,626 that's just way too stiff to be useful. 345 00:16:15,626 --> 00:16:17,150 But in the process of this failure, 346 00:16:17,150 --> 00:16:20,762 he notices this thin film that peels off of the fabric. 347 00:16:20,762 --> 00:16:23,721 He says, "You know what? This could be something." 348 00:16:23,721 --> 00:16:25,854 [Narrator] Brandenberger names his creation 349 00:16:25,854 --> 00:16:28,726 after cellulose, its main component. 350 00:16:28,726 --> 00:16:32,339 And the word diaphane, which means transparent. 351 00:16:32,339 --> 00:16:35,211 He calls it cellophane, 352 00:16:35,211 --> 00:16:37,692 available in the United States only recently. 353 00:16:37,692 --> 00:16:40,825 So far, it's used to protect boxes, not food. 354 00:16:40,825 --> 00:16:43,132 Whitman, the chocolate company, 355 00:16:43,132 --> 00:16:45,874 famously began using this newfangled 356 00:16:45,874 --> 00:16:49,138 plastic-like product of cellophane to wrap the box. 357 00:16:50,009 --> 00:16:53,055 [ambient music] 358 00:16:53,055 --> 00:16:55,710 Walter Reid says, "Wait a minute. 359 00:16:55,710 --> 00:16:59,018 This may be the solution to all my problems." 360 00:17:00,584 --> 00:17:02,978 People had never seen something you could see through 361 00:17:02,978 --> 00:17:05,502 to see the product that you were going to eat. 362 00:17:07,461 --> 00:17:11,204 It looked like glass, but it was flexible like paper. 363 00:17:11,204 --> 00:17:13,032 It was amazing. 364 00:17:13,032 --> 00:17:15,730 [dramatic music] 365 00:17:17,427 --> 00:17:18,733 [Narrator] With a shiny new product 366 00:17:18,733 --> 00:17:20,865 that can be shipped nationwide, 367 00:17:20,865 --> 00:17:24,217 Walter Reid believes he can revitalize hard candy. 368 00:17:26,523 --> 00:17:29,831 They were one of the first to package hard candies 369 00:17:29,831 --> 00:17:33,400 that were portable so that somebody could take a piece 370 00:17:33,400 --> 00:17:34,966 and save it for later. 371 00:17:34,966 --> 00:17:36,055 You could hand a piece to your friend, 372 00:17:36,055 --> 00:17:37,969 they could save it for later, 373 00:17:37,969 --> 00:17:40,146 and that was huge. 374 00:17:40,146 --> 00:17:43,845 Reid releases his hard candy creations in 1914. 375 00:17:45,107 --> 00:17:47,066 Their bright colors and fruity flavors 376 00:17:47,066 --> 00:17:50,243 inspire their name, Tropical Charms. 377 00:17:51,505 --> 00:17:53,811 [dramatic music] 378 00:17:53,811 --> 00:17:58,555 Charms had really merged the concept of jewels 379 00:18:00,122 --> 00:18:03,038 and candy being something kind of beautiful 380 00:18:03,038 --> 00:18:04,692 with all the colors. 381 00:18:04,692 --> 00:18:09,218 Reid understood that people wanted candy 382 00:18:09,218 --> 00:18:11,481 for fun as well. 383 00:18:11,481 --> 00:18:13,918 [Narrator] Reid's product proves so popular 384 00:18:13,918 --> 00:18:16,791 that not even the first World War can hamper its momentum. 385 00:18:18,445 --> 00:18:21,622 In fact, the war helps Reid to expand his business. 386 00:18:24,233 --> 00:18:27,149 So when the US enters World War I in 1917, 387 00:18:27,149 --> 00:18:29,238 Reid goes to the war department and convinces them 388 00:18:29,238 --> 00:18:32,372 that Lemon Charms would make a fun, delicious, 389 00:18:32,372 --> 00:18:34,461 and wholesome addition to field rations. 390 00:18:34,461 --> 00:18:37,377 Before you know it, we start shipping them the candy. 391 00:18:37,377 --> 00:18:39,118 If you can be the brand 392 00:18:39,118 --> 00:18:41,294 that's in your soldier's ration pack, 393 00:18:41,294 --> 00:18:43,078 you've got a customer for life 394 00:18:43,078 --> 00:18:44,558 and they're gonna get their kids into your brand. 395 00:18:44,558 --> 00:18:47,822 He sees a huge opportunity in front of him. 396 00:18:50,259 --> 00:18:53,610 [dramatic music] 397 00:18:53,610 --> 00:18:57,875 [Narrator] Although Charms is gaining fast, by 1918, 398 00:18:57,875 --> 00:19:00,791 Tootsie Roll is still the bestselling penny candy brand 399 00:19:00,791 --> 00:19:02,271 in the US. 400 00:19:02,271 --> 00:19:03,925 So at this point, 401 00:19:03,925 --> 00:19:06,667 in over 700 million Tootsie Rolls have been sold. 402 00:19:06,667 --> 00:19:08,843 It's a runaway success. 403 00:19:08,843 --> 00:19:10,975 Stern and Salberg changed the name of their operation to 404 00:19:10,975 --> 00:19:13,674 the Sweets Company of America, and then they go public, 405 00:19:13,674 --> 00:19:16,416 becoming the very first candy company traded on the floor 406 00:19:16,416 --> 00:19:17,678 of the New York Stock Exchange. 407 00:19:20,115 --> 00:19:21,464 [Narrator] Things are looking bright 408 00:19:21,464 --> 00:19:23,423 for the business that launched the Tootsie Roll. 409 00:19:24,859 --> 00:19:27,905 That is for everyone but the man that invented it, 410 00:19:27,905 --> 00:19:28,863 Leo Hirshfield. 411 00:19:30,517 --> 00:19:31,822 What's this? 412 00:19:31,822 --> 00:19:33,346 An agreement. 413 00:19:34,912 --> 00:19:37,176 The entire world knows Tootsie Roll, 414 00:19:37,176 --> 00:19:39,656 but no one knows Leo Hirshfield 415 00:19:39,656 --> 00:19:42,355 and he's still ultimately an employee. 416 00:19:42,355 --> 00:19:46,881 From now on, I'd receive a piece of the profits. 417 00:19:48,143 --> 00:19:50,276 When this company goes public 418 00:19:50,276 --> 00:19:52,539 and suddenly there's all this wealth flowing in, 419 00:19:52,539 --> 00:19:54,541 he's not entitled to any of it 420 00:19:54,541 --> 00:19:56,804 and he really feels he should be a partner. 421 00:19:56,804 --> 00:19:59,720 He even feels he should be the president of the company. 422 00:19:59,720 --> 00:20:01,983 You get paid very well. 423 00:20:01,983 --> 00:20:03,680 That's not the point. 424 00:20:03,680 --> 00:20:05,029 I invented it. 425 00:20:05,029 --> 00:20:07,728 [dramatic music] 426 00:20:12,559 --> 00:20:13,734 It's not gonna happen. 427 00:20:20,610 --> 00:20:23,918 Leo Hirshfield undoubtedly has incredible talents, 428 00:20:23,918 --> 00:20:27,182 but he doesn't really have the business acumen 429 00:20:27,182 --> 00:20:29,924 and the business knowledge to negotiate, 430 00:20:29,924 --> 00:20:33,536 and ultimately he realizes 431 00:20:33,536 --> 00:20:35,625 he's never going to have ownership 432 00:20:35,625 --> 00:20:40,674 of this incredibly big hit that he has created. 433 00:20:40,674 --> 00:20:42,328 [Narrator] Without the means to gain more control 434 00:20:42,328 --> 00:20:47,028 over his creation, Hirshfield sees his dream slipping away, 435 00:20:47,028 --> 00:20:49,857 and he's lost all hope of reclaiming it. 436 00:20:49,857 --> 00:20:52,251 [suspenseful music] 437 00:20:57,908 --> 00:21:00,302 [brooding music] 438 00:21:00,302 --> 00:21:03,566 [Narrator] By 1922, Leo Hirshfield has created 439 00:21:03,566 --> 00:21:06,613 one of the most successful candies in the country, 440 00:21:06,613 --> 00:21:09,050 but his bosses, Stern and Salberg, 441 00:21:09,050 --> 00:21:11,531 are reaping all the rewards. 442 00:21:11,531 --> 00:21:14,708 At this time, Leo Hirshfield's wife becomes very sick 443 00:21:14,708 --> 00:21:17,841 and she ends up being sent to a sanitarium to recover. 444 00:21:17,841 --> 00:21:20,801 All of the aspects of his life are kind of falling apart. 445 00:21:20,801 --> 00:21:24,326 At that point, he does hit some hard times. 446 00:21:24,326 --> 00:21:27,808 Life was tough and I think he was really troubled. 447 00:21:29,375 --> 00:21:31,290 [Narrator] Hirshfield makes a tragic decision. 448 00:21:33,074 --> 00:21:36,382 [gunshot firing] 449 00:21:36,382 --> 00:21:38,297 [somber music] 450 00:21:38,297 --> 00:21:41,474 On January 13th, 1922, 451 00:21:41,474 --> 00:21:43,780 Leo Hirshfield takes his own life. 452 00:21:45,304 --> 00:21:47,828 Leo Hirshfield, despite his sad ending, 453 00:21:47,828 --> 00:21:49,482 made his mark on America. 454 00:21:49,482 --> 00:21:52,441 You see someone really living the American dream. 455 00:21:52,441 --> 00:21:55,270 He came from another country. 456 00:21:55,270 --> 00:21:59,361 He revolutionized a candy industry with both confections 457 00:21:59,361 --> 00:22:02,146 and machinery and just remembering him 458 00:22:02,146 --> 00:22:03,539 and eating a Tootsie Roll 459 00:22:03,539 --> 00:22:05,585 is a great way to pay homage to his memory. 460 00:22:07,021 --> 00:22:09,502 [Narrator] It's a sad end for Hirshfield. 461 00:22:09,502 --> 00:22:13,027 And now, the company that profited from his genius 462 00:22:13,027 --> 00:22:15,029 must learn to survive without it. 463 00:22:18,119 --> 00:22:21,035 [upbeat music] 464 00:22:21,035 --> 00:22:23,429 In New Jersey, Walter Reid's company 465 00:22:23,429 --> 00:22:25,039 is facing its own challenges. 466 00:22:27,258 --> 00:22:29,260 Of course, he's been chasing Tootsie since the outset, 467 00:22:29,260 --> 00:22:31,437 but now there's this whole group 468 00:22:31,437 --> 00:22:33,961 of individually wrapped candies he has to compete with. 469 00:22:33,961 --> 00:22:35,571 You got Hershey's kisses, 470 00:22:35,571 --> 00:22:37,530 you got Chuckles fruit jellies, you got Mary Jane's. 471 00:22:37,530 --> 00:22:39,532 There's all these different candies now. 472 00:22:41,708 --> 00:22:43,187 [Narrator] As he confronts a barrage 473 00:22:43,187 --> 00:22:46,626 of competitors eroding his profits, 474 00:22:46,626 --> 00:22:50,151 Reid feels fresh heat from an emerging newcomer, 475 00:22:50,151 --> 00:22:53,546 a brand of hard candy known as LifeSavers. 476 00:22:56,375 --> 00:23:01,118 So LifeSavers' origins were really 477 00:23:01,118 --> 00:23:06,297 in the world of candies that aided digestion. 478 00:23:06,297 --> 00:23:09,518 The flavors were peppermint or winter green. 479 00:23:10,650 --> 00:23:12,260 [Narrator] By 1925, 480 00:23:12,260 --> 00:23:15,524 LifeSavers is taking direct aim at Charms. 481 00:23:16,873 --> 00:23:19,702 LifeSavers releases fruit flavor drops 482 00:23:19,702 --> 00:23:22,052 in orange, lime, and lemon, 483 00:23:22,052 --> 00:23:23,706 and they're consistently experimenting 484 00:23:23,706 --> 00:23:27,580 with new flavors like cola, root beer, and butter rum. 485 00:23:27,580 --> 00:23:28,929 The more they innovate, 486 00:23:28,929 --> 00:23:30,409 the more attention they take away from Charms. 487 00:23:31,845 --> 00:23:33,150 [Narrator] Fruit-flavored LifeSavers 488 00:23:33,150 --> 00:23:35,414 explode in popularity, 489 00:23:35,414 --> 00:23:39,374 transforming the company into a $1.5 million operation. 490 00:23:40,767 --> 00:23:42,986 Walter Reid's probably shaking in his boots. 491 00:23:42,986 --> 00:23:46,250 He understands that he has to grow his business 492 00:23:46,250 --> 00:23:47,904 through different types of candy. 493 00:23:50,559 --> 00:23:52,169 [dramatic music] 494 00:23:52,169 --> 00:23:54,650 [Narrator] Then Reid finds an interesting confection 495 00:23:54,650 --> 00:23:57,566 that's recently become popular around the northeast. 496 00:23:58,393 --> 00:24:00,134 Confectioner George Smith 497 00:24:00,134 --> 00:24:03,529 is the one said to have invented it in 1908. 498 00:24:03,529 --> 00:24:06,532 So he has the genius idea of taking a hard candy 499 00:24:06,532 --> 00:24:09,404 and putting it on a stick. 500 00:24:09,404 --> 00:24:11,145 [Narrator] Smith names his invention 501 00:24:11,145 --> 00:24:14,627 after a popular racehorse called Lollipop. 502 00:24:16,890 --> 00:24:18,935 Candy on the stick becomes the next big trend. 503 00:24:18,935 --> 00:24:21,329 You see individualized versions 504 00:24:21,329 --> 00:24:23,940 being sold in local beach town candy shops 505 00:24:23,940 --> 00:24:25,376 in New England and New Jersey 506 00:24:25,376 --> 00:24:28,031 and the name lollipops becomes universal. 507 00:24:28,031 --> 00:24:31,382 [fast-paced music] 508 00:24:31,382 --> 00:24:34,298 [Narrator] Reid Jr. realizes that a Charms' lollipop 509 00:24:34,298 --> 00:24:36,518 could be a perfect new product, 510 00:24:36,518 --> 00:24:39,303 and he begins producing them in his factories. 511 00:24:41,001 --> 00:24:42,655 The advantage there is mainly practical 512 00:24:42,655 --> 00:24:44,178 because he can use the equipment 513 00:24:44,178 --> 00:24:46,485 he already has been using to make his Charms. 514 00:24:46,485 --> 00:24:49,618 All he has to do is add sticks and it becomes a lollipop. 515 00:24:49,618 --> 00:24:51,794 [Narrator] However, his production line 516 00:24:51,794 --> 00:24:52,839 runs into a problem. 517 00:24:56,146 --> 00:24:59,802 He basically had to heat up your sugar mixture, 518 00:24:59,802 --> 00:25:02,152 let it cool, put a stick in. 519 00:25:02,152 --> 00:25:05,068 Lollipops had been completely round 520 00:25:05,068 --> 00:25:08,507 and they were a little difficult to produce. 521 00:25:08,507 --> 00:25:11,118 The lollipops are not cooling even, 522 00:25:11,118 --> 00:25:13,120 compromising their structure. 523 00:25:13,120 --> 00:25:15,383 Round lollipops, they're harder to make 524 00:25:15,383 --> 00:25:18,734 because the center is thicker than the top and the bottom, 525 00:25:18,734 --> 00:25:21,345 and so it takes longer for that center part to cool. 526 00:25:21,345 --> 00:25:22,695 So they do crack a little bit. 527 00:25:24,044 --> 00:25:25,524 [Narrator] If Reid can't solve 528 00:25:25,524 --> 00:25:28,091 his lollipop manufacturing problems, 529 00:25:28,091 --> 00:25:32,356 LifeSavers stands ready to dominate the hard candy market. 530 00:25:38,885 --> 00:25:40,713 [upbeat music] 531 00:25:42,105 --> 00:25:45,021 With new national competitors breathing down his neck, 532 00:25:45,021 --> 00:25:47,894 Walter Reid is struggling to figure out 533 00:25:47,894 --> 00:25:51,506 how to make lollipops on an industrialized scale. 534 00:25:51,506 --> 00:25:54,509 Round lollipops are just a big challenge 535 00:25:54,509 --> 00:25:57,425 to manufacture in large numbers. 536 00:25:57,425 --> 00:25:59,819 If you're a small shop, you can do the nice, 537 00:25:59,819 --> 00:26:01,908 slow, cool, right? 538 00:26:01,908 --> 00:26:04,998 But if you are trying to create in bulk and fast, 539 00:26:04,998 --> 00:26:06,782 that's gonna create voids. 540 00:26:06,782 --> 00:26:10,177 It doesn't give you the nice sort of lollipop ball 541 00:26:10,177 --> 00:26:11,221 that we have today. 542 00:26:11,221 --> 00:26:14,137 [bright music] 543 00:26:14,137 --> 00:26:16,400 [Narrator] Reid comes up with a novel solution. 544 00:26:16,400 --> 00:26:19,403 The answer doesn't lie in cooling the round pops, 545 00:26:19,403 --> 00:26:21,710 but rather in a bold re-imagining 546 00:26:21,710 --> 00:26:24,321 of their very shape, 547 00:26:24,321 --> 00:26:26,106 the flat lollipop, 548 00:26:28,108 --> 00:26:29,849 Because it's flatter, it allows the candy 549 00:26:29,849 --> 00:26:31,764 to cool more uniformly and more quickly. 550 00:26:33,461 --> 00:26:37,117 Not only did it allow Reid to mass produce his lollipops, 551 00:26:37,117 --> 00:26:40,424 it was also cheaper for him to ship them around the country 552 00:26:40,424 --> 00:26:44,080 because the flat shape took up less space in a box. 553 00:26:44,080 --> 00:26:46,605 [Narrator] After first revolutionizing hard candy, 554 00:26:46,605 --> 00:26:49,869 Reid now aims to transform the lollipop 555 00:26:49,869 --> 00:26:54,482 from a small time New England delight into a national brand. 556 00:26:54,482 --> 00:26:57,311 He calls his creation Charms Pops. 557 00:26:58,529 --> 00:26:59,487 This is perfect. 558 00:27:00,401 --> 00:27:02,098 So he releases 11 flavors 559 00:27:02,098 --> 00:27:03,665 and they're sold for 5 cents a piece, 560 00:27:03,665 --> 00:27:05,319 which is really steep for hard candy, 561 00:27:05,319 --> 00:27:07,451 but he thinks that the shape and the packaging 562 00:27:07,451 --> 00:27:08,975 will make it feel more premium 563 00:27:08,975 --> 00:27:11,107 than the hodgepodge of handmade lollipops 564 00:27:11,107 --> 00:27:13,240 already cluttering up the candy shelves. 565 00:27:13,240 --> 00:27:16,025 The packaging itself, again, back to cellophane, 566 00:27:16,025 --> 00:27:17,766 branded cellophane. 567 00:27:17,766 --> 00:27:20,551 And as a consumer, you could see the candy you were getting. 568 00:27:20,551 --> 00:27:24,947 So it's totally innovative, it's totally unique. 569 00:27:24,947 --> 00:27:27,820 [Narrator] Ever the salesman, Reid markets Charms Pops 570 00:27:27,820 --> 00:27:30,170 as a superior candy experience, 571 00:27:30,170 --> 00:27:32,912 attracting not only kids, but also adults. 572 00:27:32,912 --> 00:27:35,741 The Charms flat lollipops become a huge hit, 573 00:27:35,741 --> 00:27:37,830 and they become associated with flapper girls 574 00:27:37,830 --> 00:27:39,570 wearing their flapper dresses going from parties 575 00:27:39,570 --> 00:27:41,311 sucking on lollipops, 576 00:27:41,311 --> 00:27:43,618 which is one of the most iconic parts of the Roaring '20s. 577 00:27:43,618 --> 00:27:46,577 [Narrator] By 1926, Charms is producing 578 00:27:46,577 --> 00:27:48,667 a quarter of a million lollipops. 579 00:27:51,147 --> 00:27:53,933 but Reid's success is short-lived. 580 00:27:53,933 --> 00:27:55,848 [pensive music] 581 00:27:55,848 --> 00:28:00,374 In October 1929, the US stock market crashes 582 00:28:00,374 --> 00:28:03,159 and the country spirals into the Great Depression. 583 00:28:04,160 --> 00:28:06,510 Candy sales suffer instantly. 584 00:28:06,510 --> 00:28:07,903 People wanted 585 00:28:07,903 --> 00:28:10,514 not to be spending money on little candies. 586 00:28:10,514 --> 00:28:11,690 They need a full meal. 587 00:28:11,690 --> 00:28:13,692 That really upended the industry 588 00:28:13,692 --> 00:28:15,215 and the approach to candy making. 589 00:28:16,564 --> 00:28:19,480 Penny Candy can't compete with candy bars, 590 00:28:19,480 --> 00:28:22,831 which now start adding ingredients like coconut, nuts, 591 00:28:22,831 --> 00:28:25,399 and even toffee to their chocolate. 592 00:28:25,399 --> 00:28:28,315 Brands like Snickers, Zag Nuts, and even Heath Bar 593 00:28:28,315 --> 00:28:29,316 become cheap meals. 594 00:28:29,316 --> 00:28:32,145 [brooding music] 595 00:28:32,145 --> 00:28:33,929 [Narrator] Sweets Company of America 596 00:28:33,929 --> 00:28:36,410 is among the candy makers taking a hit. 597 00:28:36,410 --> 00:28:38,455 Julius Stern and Jacob Salberg 598 00:28:38,455 --> 00:28:40,022 have now lost their great inventor, 599 00:28:40,022 --> 00:28:42,024 their sales are tanking, 600 00:28:42,024 --> 00:28:44,548 and they're trying anything they can 601 00:28:44,548 --> 00:28:46,376 to keep their company afloat. 602 00:28:48,117 --> 00:28:50,946 [Narrator] As the Depression shutters 80,000 businesses, 603 00:28:50,946 --> 00:28:53,427 the company makes a desperate gamble. 604 00:28:53,427 --> 00:28:55,342 [foreboding music] 605 00:28:55,342 --> 00:28:57,344 They try by adding peanuts 606 00:28:57,344 --> 00:28:59,389 and caramel to the Tootsie Roll, 607 00:28:59,389 --> 00:29:01,652 trying to bulk up the candy 608 00:29:01,652 --> 00:29:03,611 like other popular candies at the time, 609 00:29:03,611 --> 00:29:05,221 and no one is interested in them. 610 00:29:05,221 --> 00:29:07,397 And they're actually quite unappetizing. 611 00:29:08,659 --> 00:29:10,661 In a precarious financial position, 612 00:29:10,661 --> 00:29:13,360 they reach for one more Hail Mary 613 00:29:13,360 --> 00:29:15,666 Stern and Salberg turned to their employees 614 00:29:15,666 --> 00:29:19,409 to come up with new ideas and new ways to sell Tootsie Roll. 615 00:29:21,237 --> 00:29:24,110 One of his employees comes up with a great idea. 616 00:29:24,110 --> 00:29:28,027 Luke Weisgram is chewing on a Tootsie Roll at home 617 00:29:28,027 --> 00:29:30,725 when his daughter offers him a lick of her lollipop, 618 00:29:30,725 --> 00:29:32,945 and he licks it while chewing that Tootsie Roll 619 00:29:32,945 --> 00:29:34,642 and inspiration strikes. 620 00:29:34,642 --> 00:29:37,297 And he says, "What if you put the two together?" 621 00:29:37,297 --> 00:29:41,388 So he pitches a lollipop with a Tootsie Roll inside of it. 622 00:29:42,432 --> 00:29:44,086 In today's day and age, 623 00:29:44,086 --> 00:29:46,785 combining two completely different foods is commonplace, 624 00:29:46,785 --> 00:29:48,656 but at the time, this is revolutionary. 625 00:29:49,700 --> 00:29:51,485 [Narrator] By 1931, 626 00:29:51,485 --> 00:29:55,271 the company's shares have tumbled some 43%. 627 00:29:55,271 --> 00:29:56,882 Tootsie Roll's owners are really hoping 628 00:29:56,882 --> 00:30:00,407 that by combining the lollipop with the Tootsie Roll, 629 00:30:00,407 --> 00:30:02,104 they could turn things around for the company. 630 00:30:02,104 --> 00:30:05,020 They're scrambling to get it on shelves. 631 00:30:05,020 --> 00:30:06,456 [Narrator] Desperate to hang on long enough 632 00:30:06,456 --> 00:30:08,284 to release their new lollipop, 633 00:30:08,284 --> 00:30:11,113 the company is struggling to keep creditors at bay. 634 00:30:12,941 --> 00:30:15,596 All we're asking for is another 60 days. 635 00:30:15,596 --> 00:30:18,207 I already gave you 60 days. 636 00:30:18,207 --> 00:30:20,906 You're not the only ones that are stretched thin right now. 637 00:30:22,864 --> 00:30:26,215 They owe money to people on the ingredient side, 638 00:30:26,215 --> 00:30:30,350 on the packaging side, including Bernard Rubin's company, 639 00:30:30,350 --> 00:30:32,961 which has sold Tootsie Roll boxes, 640 00:30:32,961 --> 00:30:35,311 display boxes from the beginning. 641 00:30:35,311 --> 00:30:36,791 This is what I wanted to show you. 642 00:30:42,666 --> 00:30:45,321 They'll be the biggest thing in candy in the next decade. 643 00:30:47,149 --> 00:30:49,848 Just imagine them displayed in one of your boxes. 644 00:30:49,848 --> 00:30:51,458 [dramatic music] 645 00:30:51,458 --> 00:30:53,895 [Narrator] Since Tootsie Roll is his biggest client, 646 00:30:53,895 --> 00:30:56,202 Rubin can't pressure the owners for payment 647 00:30:56,202 --> 00:30:58,378 without jeopardizing his own company. 648 00:30:59,553 --> 00:31:01,120 But he gets an idea. 649 00:31:01,120 --> 00:31:03,949 Bernard Rubin is a savvy businessman. 650 00:31:03,949 --> 00:31:06,429 This is a very smart man. 651 00:31:06,429 --> 00:31:09,476 He got a preview and he really thinks with that product, 652 00:31:09,476 --> 00:31:10,956 there's life in that old dog. 653 00:31:10,956 --> 00:31:14,089 And so he sees this as his opportunity to strike. 654 00:31:14,089 --> 00:31:16,309 [Narrator] Rubin devises a clever plan 655 00:31:16,309 --> 00:31:18,615 that promises to rescue his key contract 656 00:31:18,615 --> 00:31:20,661 and more intriguingly, 657 00:31:20,661 --> 00:31:23,751 might land him the reigns of a candy empire 658 00:31:30,497 --> 00:31:31,890 [suspenseful music] 659 00:31:31,890 --> 00:31:33,369 In late 1931, 660 00:31:34,980 --> 00:31:37,634 the Tootsie Roll Company finally unleashes 661 00:31:37,634 --> 00:31:41,421 its secret new creation, the Tootsie Pop. 662 00:31:44,163 --> 00:31:47,993 It's sweet, it's tangy, it's fruity, it's chocolatey. 663 00:31:47,993 --> 00:31:51,997 It's a hard candy, but it's also a chewy candy inside. 664 00:31:51,997 --> 00:31:56,131 Making Tootsie Pops is still a closely guarded secret. 665 00:31:56,131 --> 00:31:57,828 Even when they've done their factory chores, 666 00:31:57,828 --> 00:32:01,267 they won't let people entirely see how they finish. 667 00:32:01,267 --> 00:32:02,964 [Narrator] The Tootsie Pop launches with 668 00:32:02,964 --> 00:32:06,576 strawberry, watermelon, and chocolate flavors. 669 00:32:06,576 --> 00:32:09,014 Even during these hard financial times, 670 00:32:09,014 --> 00:32:11,755 it provides a crucial lifeline for the company. 671 00:32:14,280 --> 00:32:15,803 While the Tootsie Pop 672 00:32:15,803 --> 00:32:17,936 certainly saves them from going under, 673 00:32:17,936 --> 00:32:20,416 they're not exactly raking it in. 674 00:32:20,416 --> 00:32:21,940 They did have a lot of debt, 675 00:32:21,940 --> 00:32:24,290 and it takes time to get a return on your investment. 676 00:32:25,769 --> 00:32:28,163 [Narrator] As shareholder confidence waivers, 677 00:32:28,163 --> 00:32:31,123 Bernard Rubin devises a cunning plan. 678 00:32:33,081 --> 00:32:35,605 Bernard Rubin was crafty. 679 00:32:35,605 --> 00:32:37,999 He takes an outsider's perspective 680 00:32:37,999 --> 00:32:41,263 by looking at Tootsie Roll from every angle 681 00:32:41,263 --> 00:32:45,224 and really sees it's troubled. 682 00:32:45,224 --> 00:32:48,009 Rubin contacts shareholders one by one 683 00:32:48,009 --> 00:32:50,925 to offer them an opportunity to unload a losing asset 684 00:32:50,925 --> 00:32:52,144 by selling their shares to him. 685 00:32:53,710 --> 00:32:54,973 [Narrator] Bernard Rubin 686 00:32:54,973 --> 00:32:57,932 completes his ingenious strategy in 1935. 687 00:32:59,499 --> 00:33:02,806 Rubin managed to buy 6,200 shares in the company, 688 00:33:02,806 --> 00:33:05,287 which gave him controlling interest in the company. 689 00:33:05,287 --> 00:33:07,463 Thus, he names himself president. 690 00:33:09,726 --> 00:33:12,642 With all his money now tied up in the company, 691 00:33:12,642 --> 00:33:14,383 Rubin needs to do something 692 00:33:14,383 --> 00:33:16,342 to pull it back to profitability. 693 00:33:20,346 --> 00:33:22,565 The Tootsie Roll really fell off 694 00:33:22,565 --> 00:33:26,134 during the Great Depression, but what Rubin recognized 695 00:33:26,134 --> 00:33:29,398 is that people wanted a bigger product. 696 00:33:29,398 --> 00:33:32,010 One of the things about Tootsie Roll 697 00:33:32,010 --> 00:33:34,925 is it's also not the meal replacement 698 00:33:34,925 --> 00:33:36,579 that a candy bar was. 699 00:33:36,579 --> 00:33:37,667 [Rubin] Longer. 700 00:33:40,061 --> 00:33:42,194 [Narrator] Rubin aims to meet consumer demand, 701 00:33:42,194 --> 00:33:45,675 but a bigger Tootsie Roll alone won't cut it. 702 00:33:45,675 --> 00:33:48,330 He needs to boost profit margins. 703 00:33:49,897 --> 00:33:53,379 He looked at the candy from a sizing perspective 704 00:33:53,379 --> 00:33:55,990 by looking at packaging suppliers, 705 00:33:55,990 --> 00:33:59,167 the cost of the ingredients, everything, 706 00:33:59,167 --> 00:34:02,040 and really cuts costs across the board. 707 00:34:03,258 --> 00:34:05,782 One of Rubin's biggest changes he makes 708 00:34:05,782 --> 00:34:08,089 is by adjusting the recipe 709 00:34:08,089 --> 00:34:10,613 to use more cost effective ingredients. 710 00:34:10,613 --> 00:34:14,139 He's basically thinning it out to make it go further. 711 00:34:14,139 --> 00:34:16,141 Make them all this long. 712 00:34:16,141 --> 00:34:17,881 So he took the Tootsie Roll 713 00:34:17,881 --> 00:34:21,102 from an original size of about two to two and a half inches 714 00:34:21,102 --> 00:34:24,540 and increased the size to three and a half inches. 715 00:34:26,151 --> 00:34:30,372 So if you look at original wrappings, they're thick. 716 00:34:30,372 --> 00:34:34,376 He was able to make them a little bit thinner, longer, 717 00:34:34,376 --> 00:34:35,899 and give people the perception 718 00:34:35,899 --> 00:34:38,772 that they were buying something larger, 719 00:34:38,772 --> 00:34:43,168 but cut the cost of the Tootsie Roll to produce. 720 00:34:43,168 --> 00:34:46,040 He's able to use the bigger size on packaging 721 00:34:46,040 --> 00:34:49,826 to justify a price increase. 722 00:34:49,826 --> 00:34:52,568 [Narrator] Increasing the price from two to 5 cents, 723 00:34:52,568 --> 00:34:54,440 the new cost-effective Tootsie Roll 724 00:34:54,440 --> 00:34:57,269 helps return the company to its former glory. 725 00:34:58,922 --> 00:35:01,447 He increased sales 12 times. 726 00:35:01,447 --> 00:35:04,189 He's able to start turning more of a profit again. 727 00:35:04,189 --> 00:35:07,757 Bernard Rubin basically saved the company. 728 00:35:07,757 --> 00:35:09,498 Soon after he takes over the company, 729 00:35:09,498 --> 00:35:12,849 he moves them into 120,000 square foot factory 730 00:35:12,849 --> 00:35:14,373 in New Jersey. 731 00:35:14,373 --> 00:35:17,811 He is really putting the pedal to the metal now. 732 00:35:17,811 --> 00:35:19,682 [Narrator] Rubin boosts production 733 00:35:19,682 --> 00:35:22,772 and funnels additional resources into advertising. 734 00:35:22,772 --> 00:35:25,253 In the 1940s, they're doing ads 735 00:35:25,253 --> 00:35:28,126 with stars like Gene Autry. 736 00:35:28,126 --> 00:35:32,304 Frank Sinatra is famously a fan of the Tootsie Roll. 737 00:35:32,304 --> 00:35:34,871 He actually had it in his contract 738 00:35:34,871 --> 00:35:38,223 to have Tootsie Rolls in his dressing rooms. 739 00:35:38,223 --> 00:35:40,181 Legend has it that Ol' Blue Eyes 740 00:35:40,181 --> 00:35:43,880 was actually buried with some Tootsie Rolls in his coffin. 741 00:35:43,880 --> 00:35:44,838 Ring a ding, baby. 742 00:35:46,405 --> 00:35:49,103 [Narrator] As Rubin Reinvigorates the Tootsie Roll, 743 00:35:49,103 --> 00:35:50,713 Walter Reid struggles. 744 00:35:50,713 --> 00:35:52,672 [dramatic music] 745 00:35:52,672 --> 00:35:54,674 With the Tootsie two-in-one lollipop, 746 00:35:54,674 --> 00:35:57,285 the Charms' flat pop is under threat, 747 00:35:57,285 --> 00:35:59,679 and the company needs fresh perspective. 748 00:36:01,246 --> 00:36:04,118 And this is the lab. 749 00:36:04,858 --> 00:36:08,862 Research, development, it all starts here. 750 00:36:10,864 --> 00:36:13,083 [Narrator] Walter Reid Jr., the founder, 751 00:36:13,083 --> 00:36:15,173 brings in his son, Walter Reid III. 752 00:36:16,435 --> 00:36:18,306 Reid III is a recent grad 753 00:36:18,306 --> 00:36:20,178 of Lehigh University in Pennsylvania. 754 00:36:20,178 --> 00:36:22,702 He's got a lot of ambition and a business degree. 755 00:36:22,702 --> 00:36:24,399 So his father gives him a job 756 00:36:24,399 --> 00:36:26,140 in the family business right out of college. 757 00:36:26,140 --> 00:36:28,534 He's thinking he's been groomed to run the company 758 00:36:28,534 --> 00:36:29,665 and he think he's just gonna stroll 759 00:36:29,665 --> 00:36:31,232 right into the executive offices 760 00:36:31,232 --> 00:36:33,669 and take his seat at the top of the mountain. 761 00:36:34,801 --> 00:36:36,194 [Reid III] When do I start? 762 00:36:36,194 --> 00:36:37,499 [dramatic music] 763 00:36:37,499 --> 00:36:39,066 [Narrator] Walter Reid III 764 00:36:39,066 --> 00:36:41,329 will one day bring the company back from the brink, 765 00:36:42,287 --> 00:36:43,940 becoming a millionaire, 766 00:36:43,940 --> 00:36:46,682 and creating one of the most beloved sweets of all time. 767 00:36:48,902 --> 00:36:52,210 But to do it, he'll have to begin at the bottom. 768 00:36:53,298 --> 00:36:56,388 You can start with the floors. 769 00:36:56,388 --> 00:36:57,693 This place is a mess. 770 00:36:58,694 --> 00:37:01,393 [dramatic music] 771 00:37:06,049 --> 00:37:08,095 [Narrator] By the late 1960s, 772 00:37:08,095 --> 00:37:11,838 control of Tootsie Roll has passed to Bernard Rubin's niece 773 00:37:11,838 --> 00:37:16,016 and her husband, who now face a fresh challenge, 774 00:37:16,016 --> 00:37:18,801 appealing to a new generation. 775 00:37:18,801 --> 00:37:20,586 Tootsie Roll was one of the first advertisers 776 00:37:20,586 --> 00:37:22,414 on children's programs, 777 00:37:22,414 --> 00:37:26,200 and they understood the power of TV 778 00:37:26,200 --> 00:37:28,637 and understood the power of advertising 779 00:37:28,637 --> 00:37:31,858 before a lot of candy companies did. 780 00:37:31,858 --> 00:37:33,425 [Narrator] Tootsie introduces 781 00:37:33,425 --> 00:37:38,125 one of the most iconic commercials of all time in 1970. 782 00:37:38,125 --> 00:37:41,302 What it does is it poses a question 783 00:37:41,302 --> 00:37:45,175 that people never knew they wanted to know. 784 00:37:45,175 --> 00:37:47,003 How many licks does it take 785 00:37:47,003 --> 00:37:49,310 to get to the Tootsie Roll Center of a Tootsie Pop? 786 00:37:49,310 --> 00:37:51,443 A good question. 787 00:37:51,443 --> 00:37:52,748 Let's find out. 788 00:37:52,748 --> 00:37:56,752 One, two, three. 789 00:37:56,752 --> 00:37:57,579 Three. 790 00:37:59,320 --> 00:38:01,366 The brilliance of this commercial 791 00:38:01,366 --> 00:38:04,064 is not only is it introducing you to a product, 792 00:38:04,064 --> 00:38:06,632 it's giving you something to do with it. 793 00:38:06,632 --> 00:38:08,416 Kids are trying to lick. 794 00:38:08,416 --> 00:38:09,939 How many licks does it take 795 00:38:09,939 --> 00:38:11,941 to get to the Tootsie Roll Center of a Tootsie Pop? 796 00:38:11,941 --> 00:38:14,901 The Tootsie Roll Company actually commissioned 797 00:38:14,901 --> 00:38:19,209 a scientific study to ascertain the real number. 798 00:38:19,209 --> 00:38:22,169 364 licks will get you to the center of a Tootsie Pop. 799 00:38:22,169 --> 00:38:23,997 Go ahead, look it up right now. I'll wait. 800 00:38:25,041 --> 00:38:27,000 See, told you 364. 801 00:38:27,000 --> 00:38:29,916 [foreboding music] 802 00:38:31,526 --> 00:38:34,660 [Narrator] Walter Reid III, succeeding his late father, 803 00:38:34,660 --> 00:38:36,966 now steers the company towards a future 804 00:38:36,966 --> 00:38:40,143 dominated by the Tootsie Pop craze. 805 00:38:40,143 --> 00:38:41,928 The business is floundering 806 00:38:41,928 --> 00:38:44,147 and they're really looking for a new hit product 807 00:38:44,147 --> 00:38:48,587 that will make them a household brand like Tootsie Rolls. 808 00:38:48,587 --> 00:38:50,458 Charms and Charms Pop are staying afloat, 809 00:38:50,458 --> 00:38:52,852 but it's not what anyone would call cool. 810 00:38:52,852 --> 00:38:54,810 It's the candy your grandparents give you. 811 00:38:54,810 --> 00:38:56,464 It's not something that kids in the '70s 812 00:38:56,464 --> 00:38:58,814 are considering groovy. 813 00:38:59,598 --> 00:39:01,077 No, no, no. 814 00:39:01,077 --> 00:39:03,341 It's two flavors layered on top of each other. 815 00:39:04,254 --> 00:39:05,168 Something unique. 816 00:39:06,953 --> 00:39:08,998 [Narrator] Determined to rival the beloved Tootsie Pop, 817 00:39:08,998 --> 00:39:12,698 Reid is prepared to go all in on developing a similar 818 00:39:12,698 --> 00:39:14,526 two-in-one candy concept. 819 00:39:15,875 --> 00:39:17,355 I never said it was gonna be easy. 820 00:39:18,312 --> 00:39:20,967 [dramatic music] 821 00:39:23,622 --> 00:39:24,362 I'll call you back. 822 00:39:27,060 --> 00:39:30,629 [Narrator] In 1972, Reid finds a potential answer. 823 00:39:31,717 --> 00:39:34,241 [upbeat music] 824 00:39:36,112 --> 00:39:37,375 [Reid III] Thank you. 825 00:39:37,375 --> 00:39:40,595 He figures out a way to wrap gum 826 00:39:40,595 --> 00:39:44,860 around a stick, and then using that 827 00:39:44,860 --> 00:39:47,254 coat hard candy on the top. 828 00:39:47,254 --> 00:39:48,690 [Narrator] It's the first lollipop 829 00:39:48,690 --> 00:39:51,171 with a soft bubblegum center 830 00:39:51,171 --> 00:39:54,261 and an entirely new approach to making lollipops. 831 00:39:54,261 --> 00:39:57,307 [suspenseful music] 832 00:39:57,307 --> 00:39:59,745 Would you look at that. 833 00:39:59,745 --> 00:40:01,137 It starts out with like a classic 834 00:40:01,137 --> 00:40:02,748 just lollipop experience, 835 00:40:02,748 --> 00:40:04,924 but the inside is a bubble gum. 836 00:40:04,924 --> 00:40:08,667 If you can make your candy have like stages of experiences, 837 00:40:08,667 --> 00:40:10,712 it's like going on a ride. 838 00:40:10,712 --> 00:40:12,366 And it's a catchy name 839 00:40:12,366 --> 00:40:16,544 and it perfectly tells you what is gonna happen. 840 00:40:16,544 --> 00:40:18,198 [Narrator] It's called the Blow Pop. 841 00:40:21,941 --> 00:40:26,075 Blow Pop immediately gets the idea across of this lollipop 842 00:40:26,075 --> 00:40:27,773 with bubblegum in the center 843 00:40:27,773 --> 00:40:29,905 that you can then blow bubbles with. 844 00:40:29,905 --> 00:40:33,082 It was totally simple and a great marketing idea. 845 00:40:33,082 --> 00:40:35,302 [Narrator] In 1973, 846 00:40:35,302 --> 00:40:38,566 the Blow Pop debuts in five fruit flavors. 847 00:40:38,566 --> 00:40:41,439 It was just like you turned a lollipop 848 00:40:41,439 --> 00:40:44,746 into just hours of entertainment for a kid 849 00:40:44,746 --> 00:40:46,705 'cause after licking a lollipop 850 00:40:46,705 --> 00:40:47,836 for the better part of an hour, 851 00:40:47,836 --> 00:40:50,448 they have this bubblegum prize inside 852 00:40:50,448 --> 00:40:53,189 that they're then able to chew. 853 00:40:53,189 --> 00:40:55,278 [Narrator] Before long, they're churning out 854 00:40:55,278 --> 00:41:00,109 5 million Blow Pops a week with $38 million in sales, 855 00:41:00,893 --> 00:41:02,198 beating out Tootsie Pops 856 00:41:02,198 --> 00:41:04,636 as the largest lollipop company in the world. 857 00:41:04,636 --> 00:41:07,073 Yet their reign is short lived. 858 00:41:07,595 --> 00:41:09,292 Tootsie Roll's response to Charms 859 00:41:09,292 --> 00:41:10,946 by making a bid to take them over. 860 00:41:10,946 --> 00:41:13,732 It's a classic case of if you can't beat them, buy them. 861 00:41:13,732 --> 00:41:16,865 Walter Reid III doesn't necessarily wanna sell, 862 00:41:16,865 --> 00:41:21,217 but many shareholders were willing to sell to Tootsie 863 00:41:21,217 --> 00:41:22,349 for $65 million. 864 00:41:24,394 --> 00:41:25,961 [Narrator] In 1988, 865 00:41:25,961 --> 00:41:28,529 the sale makes Tootsie Rolls Incorporated 866 00:41:28,529 --> 00:41:31,140 the largest lollipop manufacturer 867 00:41:31,140 --> 00:41:33,795 and one of the largest candy makers in the world. 868 00:41:35,580 --> 00:41:37,016 Charms and Tootsie Roll, 869 00:41:37,016 --> 00:41:40,280 they pretty much created the sort of national branded 870 00:41:40,280 --> 00:41:42,543 penny candy industry, right? 871 00:41:42,543 --> 00:41:44,632 It can't be overstated how important that was 872 00:41:44,632 --> 00:41:46,982 and how it led to hundreds and hundreds of brands 873 00:41:46,982 --> 00:41:49,507 that followed in the decades since. 874 00:41:49,507 --> 00:41:52,858 [Narrator] Today, there are over 44,000 Tootsie Rolls 875 00:41:52,858 --> 00:41:56,775 produced every minute, about 740 a second, 876 00:41:56,775 --> 00:42:00,648 and $68 million worth of Charms candies, 877 00:42:00,648 --> 00:42:03,999 are still sold anually- Charms and Tootsie, 878 00:42:03,999 --> 00:42:08,351 these were candies that I have shared with my mom, my dad, 879 00:42:08,351 --> 00:42:12,094 my grandparents, my great-grandparents. 880 00:42:12,094 --> 00:42:13,922 But what's so cool 881 00:42:13,922 --> 00:42:16,751 is the fact that you can still get these candies. 882 00:42:16,751 --> 00:42:18,623 They're really part of our lineage, 883 00:42:18,623 --> 00:42:21,974 the warm and truly sweet moments of our lives. 884 00:42:21,974 --> 00:42:24,672 [triumphant music]