Power of the Peeps by Matthew Beale.

Matthew Beals, a New York filmmaker has shot a 45-minute documentary about how people are obsessed with the spongy bunnies and chicks entitled "Power of the Peeps" The film was lauched at New York's 2009 Food Film Festival, where Matthew went on to win NYC's Food FilmMaker of the Year. "They really inspire a passion. People either love them or hate them,"  he is quoted as saying.

A traditional Easter favourite purchased at 7 Eleven – Peeps have now gone all 'destination', opening their first store (eight miles south of The White House nonetheless) which showcases a staggering 850 different Peeps products that include T-shirts, dolls, pillows, key chains, and even china.

According to the Los Angeles Times, fans of the pastel-colored, sugar-coated confections have compiled a "Lord of the Peeps" trilogy, filmed "Star Wars Peeps" and sent them into space on a high-altitude NASA weather balloon.

Perhaps in part due to the recession there is a reported growth in sugar confectionary sales and apparently Peeps' cult following has grown to the point that people have been asking for a Peeps store for years according to parent company Just Born. An impressive 100,000 people are registered for example with the Peeps fan club.

The store has ultra yellow awnings, chick-shaped door handles, 3-D chick tile work and one-of-a-kind Peeps artwork on the walls. The art is also for sale.

Footage from the opening day of Peep's Washington store.

Kerry Olsen

Source: NBC Washington and Power of the Peeps.

Photo Credits: Peeps