Ferrero is ramping-up its preparations for Halloween, joining forces with Real Housewives of Rhode Island star Alicia Carmody to champion “Adultoween” — recognising that celebrations for the season have continued to evolve into an occasion claimed by adults, writes Neill Barston.

As Confectionery Production previously reported, this year’s spooky season is anticipated to be worth at least $3.9billion in sales within the US alone – with many territories around the world placing increasing importance on the season.

While traditional trick-or-treating activity has been largely viewed as being focused around children, there appears a growing movement, particularly in the US, around adults marking it as a celebration for themselves.

For her part, as a star of one of America’s most in-demand reality series, Alicia Carmody, is reportedly known for her bold opinions, which now extend into plans for this year’s Halloween festivities.

Through the partnership, fans get a look at Alicia’s Halloween decor and candy jars stocked with Ferrero treats on social. She’s also divulging her own Halloween “Hots or Nots” and inviting fans to share theirs (by commenting on her post) for a chance to win free Ferrero goodies this spooky season, from Butterfinger Skulls to Mother’s Eerie Critters to Keebler Spookie Fudge Stripes and more.

According to Ferrero, the company’s latest campaign has been soundly backed by data that shows  54% of US adults want their own dedicated Halloween night, and 62% say the holiday is as much for adults as kids – with further studies due next month.

Spooky return
As regards is fiendishly fine product plans, one of its star product performers is anticipated to be Keebler’s limited edition Spookie Fudge Stripes cookies for Halloween 2026.

This has been backed by a campaign with zoos across the country, as part of the brand’s  Spookie Stripes Safari which kicked-off this month. Families can play in person or at home.

Just for the Halloween season, the brand’s chocolatey cookies dressed up in vanilla-flavored orange stripes and festive designs.  Shoppers who grab a pack and scan the QR code on-pack get instant access to OpenForMagic.com — an illustrated zoo full of interactive animal habitats. 

The platform made its debut in 2025 and comes back bigger for 2026, with new zoo environments, updated gameplay, and fresh content to explore. The safari runs through October 31, 2026 at OpenForMagic.com.