What Happened to Bazooka Bubble Gum?

Bazooka Bubble Gum, a quintessential American confection, first appeared in 1947, introduced by the Topps Company of Brooklyn, New York, shortly after World War II. Initially sold in a roll with an unpopular character called 'Bazooka, the Atom Bubble Boy,' Topps quickly pivoted its strategy. In 1953, the brand introduced the beloved Bazooka Joe comic strips inside its penny-priced, individually wrapped gum, which became an instant hit and significantly boosted sales.

For decades, Bazooka Joe, with his distinctive eye patch, and his gang were cultural fixtures, with Topps creating over 1,500 different comics that were often recycled every seven years to appeal to new generations of children. The comics also included fortunes and offers for premiums, encouraging collection. However, by 2012, facing a 48% drop in sales, Topps made the controversial decision to discontinue the Bazooka Joe comics in standard packaging, replacing them with brain-teasers and digital codes in an attempt to modernize the brand.

The move was met with nostalgia and calls for the comics' return. Responding to this demand, Topps announced a limited-edition 'Throwback Pack' in 2019, featuring nostalgic packaging and classic Bazooka Joe comics, which proved popular. This period also saw significant corporate changes. In 2022, The Topps Company, including its confectionery division Bazooka Candy Brands, was acquired by Fanatics, Inc. Just a year later, in October 2023, funds advised by Apax Partners LLP completed the acquisition of Bazooka Candy Brands (BCB) from Michael D. Eisner's Tornante Company and Madison Dearborn Partners for $700 million.

Under Apax Partners, Bazooka Candy Brands, which also includes popular brands like Ring Pop, Push Pop, Baby Bottle Pop, and Juicy Drop, has continued to operate with a focus on 'edible entertainment.' Tony Jacobs, who served as president, was promoted to CEO of Bazooka Candy Brands following the acquisition. The company has received additional investments, including $14.5 million from sources like Patricof Co., bringing in professional athletes as co-owners. As of August 2026, Bazooka Candy Brands is actively innovating across its portfolio, launching new products like Juicy Drop Gummy Mystery Cube (October 2025) and Baby Bottle Pop Twisters (February 2025), and engaging in modern marketing campaigns, such as 'The Great Candy Battle: MomTok Edition' in August 2026, to promote its brands. The company is also exploring new formats for Bazooka gum itself, including a cube-shaped version and sugar-free options.