They’re back!

After enduring nine months of pandemic-related shutdowns, marshmallow Peeps are back, just in time for the holiday that made them famous.

“PEEPS is back and better than ever! We’re thrilled to be returning this Spring to fulfill special Easter traditions, no matter how you plan on celebrating this year,” Brand Manager Caitlin Servian said in a statement.

The company “temporarily suspended production” in 2020, and only “resumed limited production after making extensive changes in our plant that ensure the safety of our associates,” in the face of Covid-19 concerns, they said.

Now the company is making up for lost time (and holiday revenue) with numerous partnerships and promotional opportunities, not to mention a plethora of new flavors and ways to enjoy the sugary, gooey treats.

Probably the strangest (and most difficult to enjoy) partnership is with Pepsi. That’s right, a lucky few fans are going to be able to drink their Peeps this year.

Peeps partnered with the soda giants to create Marshmallow Cola, which comes in a three-pack of 7.5-ounce mini-cans. Unfortunately (?), these won’t be available on grocery store shelves this year, but fans can enter a sweepstakes to win some by hashtagging “#HangingWithMyPEEPS” on their Instagram or Twitter photos. 

More specifically, the prompt tells you to share photos enjoying your favorite springtime activities—”in a safe, socially distant manner,” of course.

Fans can enter the sweepstakes starting Thursday and going for an undisclosed limited time. Pepsi is giving away 3,000 packages and ten grand prize winners will receive “an epic collector’s package of PEPSI x PEEPS,” according to the company.

Todd Kaplan, vice president of marketing of Pepsi said that it could eventually be sold publicly if there’s demand for it. For now, it’s emulating the “drop culture” (a limited release of merchandise) commonly used to excite fans.

Peeps has been the top non-chocolate candy brand sold around Easter for more than 20 years, according to owner Just Born Quality Confections. About 2 billion Peeps are produced annually.

Peeps has also begun its own Instagram-based limited series to encourage viewers to get creative with their marshmallow confections.

Peeps started live-streaming its first virtual DIY series on March 9th. The show was designed to encourage viewers to use its marshmallow candies in recipes. You can see the brand’s “Peepsonality Live!” at its Instagram account every Tuesday at 6:30 p.m. ET for demonstrations by a variety of foodie influencers. The series will be saved to the brand’s IGTV and YouTube channels.

Peeps also teamed with cereal maker Kellogg’s to showcase a recipe for multicolored Rice Krispies treats made with its marshmallow candies, and they are collaborating with companies like Duncan Hines, Kellogg’s cereal and their own Hot Tamales brand candy for a multitude product options and flavor varieties.

Finally, non-edible partnerships for the Easter treat include Build-a-Bear and Funko Pops. Peeps will take over mobile game Funko Pop! Blitz from April 1st – 8th. For people who want spice up their video calls, Peeps created a set of virtual backgrounds to download from its activities web page. Plus, Peeps and shoemaker Crocs brought back their clogs for kids, available to buy online.

Build-a-Bear has created a limited-edition collection to allow fans to create plush Bunnies in pink, yellow, blue, or rainbow colors. They can also doll up their bunnies and bears with a Peeps-branded reversible bandana, pajama set, t-shirt, or chick wrist accessory in yellow, pink, and blue.

Peeps are back, babies!