The Hershey Company's confectionery brand Reese's has partnered with neighbourhood network Nextdoor to sponsor the 14th annual edition of its interactive Treat Map across the United States.
Live from 8 October through 31 October 2026 across the US, the UK, and Canada, the platform provides an interactive digital guide for households, community events, and local businesses participating in Halloween activities. In the US market, the collaboration is anchored by "Reese's Trick-or-Treatiest Street in America", an initiative highlighting the top 150 neighbourhoods demonstrating high levels of seasonal celebration and participation.
The partnership connects seasonal confectionery brand equity with location-based digital utility, allowing the chocolate and peanut butter brand to integrate directly into consumer route-planning during the peak fourth-quarter confectionery trading period.
"Halloween is one of the few nights a year when an entire street comes together. The Treat Map has always been about helping neighbours make the most of that night," said Nirav Tolia, Chief Executive Officer and Co-Founder of Nextdoor. "This year, it goes beyond porches to help people discover everything happening in their neighbourhood, from the haunted house two blocks over to the bakery handing out cider."
Melissa Blette, Senior Brand Manager for Reese's at The Hershey Company, added: "Halloween magic comes to life street by street, porch by porch and neighbourhood by neighbourhood. Through Reese's Trick-or-Treatiest Street in America and our partnership with Nextdoor, we're celebrating the traditions, togetherness and community spirit that make Halloween unforgettable, while helping families discover the streets that truly go all in."
Interactive Mapping Features
The 2026 Treat Map introduces updated functionality designed to improve navigation and route customisation for participating households:
đź“Ť Categorised Pin Selection: Users can designate whether they are marking a residential home handing out confectionery, a community attraction, or a commercial establishment hosting seasonal events.
🏷️ Descriptive Activity Tags: Added descriptors allow participants to label locations specifically for elaborate decorations, scheduled events, or local retail promotions.
🔍 Customised Route Filtering: For the first time, users can filter map displays based on specific household criteria, such as locations providing non-food treats for children with dietary restrictions or allergies, homes offering pet treats, and doors opening during early evening hours for younger children.
đź“ť Template Formatting: Streamlined onboarding prompts provide pre-written copy suggestions to encourage higher residential participation and reduce friction when listing destinations.
All user contributions remain optional, with the mapping interface operating without collecting location data beyond the information submitted directly by participating households.
Reese's Trick-or-Treatiest Street Initiative
A focal point of the US marketing integration is the identification of the "Top 150 Streets" across the country, compiled using community insights and data analytics evaluating historical festive participation.
Users navigating the digital Treat Map in the US can access these designated areas directly within the application to identify regional hubs of seasonal activity. The branded integration allows Reese's to position its masterbrand at the centre of neighbourhood celebration planning, aligning ambient confectionery marketing with consumer-facing digital technology.
Halloween represents one of the largest annual revenue drivers for the chocolate and candy sector, traditionally supported through high-impact retail merchandising, multipack assortment displays, and television advertising. By sponsoring hyper-local mapping technology, brand owners can extend consumer touchpoints from in-store grocery checkouts into the experiential, street-level execution of the holiday itself.
The 2026 Treat Map is accessible to registered Nextdoor users via mobile application and web browser across the US, the UK, and Canada through 31 October 2026.
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