Parsippany, NJ — Ferrero North America is partnering with The Real Housewives of Rhode Island cast member Alicia Carmody for a Halloween campaign focused on how adults celebrate the holiday.
The partnership builds on Ferrero’s “Adultoween” initiative, which the company developed after research found adults increasingly view Halloween as a holiday for themselves as well as children. Ferrero’s 2025 Halloween survey found 54 percent of U.S. adults believe they deserve a dedicated adult Halloween night, while 62 percent said Halloween is as much for adults as it is for kids.
As part of the campaign, Carmody is featuring her Halloween decorations and candy jars filled with Ferrero products on Instagram. She is also sharing her Halloween “Hots or Nots,” with consumers invited to share their own opinions for a chance to receive Ferrero products.
“You’re never too old to celebrate Halloween! So, this year, my candy jars are full, my dolls are on display, my costume is on, and Ferrero treats are right alongside my bag of crackers,” says Carmody. “Partnering with Ferrero means showing adults everywhere that Adultoween is a VIBE!”
Ferrero is also conducting its third annual Adultoween survey to examine adult Halloween behaviors and traditions. Results are expected to be released in October.
“Adultoween started as an insight the Ferrero Group discovered and has grown into a cultural movement,” says Chad Stubbs, chief marketing officer at Ferrero North America. “We’re excited to see where this year’s trends land and how they’ll shape the way we engage and show up for our fans in bigger and better ways this Halloween and beyond.”
Ferrero’s 2026 Halloween portfolio includes Kinder Joy x Stranger Things Eggs, Kinder Bueno Halloween Lay Down Bags, Butterfinger Skulls, Keebler Spookie Fudge Stripes, Mother’s Eerie Critters, and Kinder Joy Glow in the Dark Halloween Eggs.
