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Fairytale Brownies

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Fairytale Brownies
Privately held company
IndustryBakery, food gifting
Founded 📆1992 in Phoenix, Arizona, US
Founders 👔Eileen Joy Spitalny, David Kravetz
Headquarters 🏙️4610 E. Cotton Center Boulevard Suite #100 Phoenix, AZ 85040-8898
Area served 🗺️
Products 📟 Brownies, cookies and gift baskets
Number of employees
40-140 (seasonal)
📇 Address
📞 telephone

Fairytale Brownies, Inc is a Phoenix-based bakery and food gift company that produces kosher-certified brownies, cookies and baked goods. The company has appeared on Food Network three times and reportedly ships over 7 million brownies a year.[1][2][3][4]

It was founded in 1992 by David Kravetz and Eileen Joy Spitalny.


David and Eileen standing in front of the first Fairytale Brownies Bakery, opened in 1994
David and Eileen's first bakery, opened in 1993

Fairytale Brownies was founded in 1992 by Eileen Joy Spitalny and David Kravetz, who had been friends since kindergarten.[5][6] In high school, the two started a business baking and selling brownies using David's mother's family brownie recipe.[4][7][8] They baked from a friend's catering kitchen and sold on the weekends at farmer's markets and street fairs.[9][10] The first Fairytale Bakery opened in 1993.[11]

The company reported reaching $1 million in sales in 1997[7][12] and $10 million in sales in 2012.[13]

In 2017, the company rebranded to Brownies by Fairytale, which included new packaging and mail catalogs reported to have cost the company $200,000.[14] The company then rebranded back to its original name with a new logo in 2018.

Company name[edit]

According to the founders, the name Fairytale Brownies is a play on the two definitions of brownie: the chocolate baked good, and the mythical folklore brownie who is said to come out at night and perform good deeds.[9][15]


As of 2019, Fairytale Brownies operates in a 37,000 sq. ft. location in Phoenix, Arizona.[16] The company employs around 40 full-time and 140 seasonal employees.[13] In 2017, the company reported baking and shipping over 7 million brownies to customers worldwide, over half of which were sold during the winter holiday season.[4][13] The company operates a retail location, sells online and sells wholesale to specialty food stores across Arizona.[17][18]

Fairytale Brownies has won the Bizrate Insights Platinum Circle of Excellence Award 14 times.[19]

Media appearances[edit]

Fairytale Brownies has appeared on Food Network three times.

  • Food Finds season 1, ep 4 "Phoenix" - 2001[1]
  • Unwrapped season 19, ep 10 "Get Comfy" - 2009[2]
  • Unwrapped season 23, ep 2 "Comfy Cozy" - 2011[3]

Charitable giving[edit]

Fairytale Brownies partnered with KaBOOM!, a nonprofit organization that helps communities build playgrounds for children, in 2001.[20] In 2011, Fairytale Brownies raised $80,000 to sponsor a playground build at Children's First Academy in Tempe, AZ.[6][13] In 2017, Fairytale raised $100,000 to sponsor a playground build for the Arizona Autism Charter School.[21]


  1. 1.0 1.1 "Phoenix." Food Finds, season 1, episode 4. Food Network, FOOD. 29 Oct. 2001.
  2. 2.0 2.1 "Get Comfy." Unwrapped, season 19, episode 10. Food Network, FOOD. 20 Apr. 2009.
  3. 3.0 3.1 "Comfy Cozy." Unwrapped, season 23, episode 2. Food Network, FOOD. 26 Feb. 2011.
  4. 4.0 4.1 4.2 McClellan, Jennifer (2017-11-28). "The sweet life: 5 yummy Holiday dessert recipes from master baker of Fairytale Brownies". The Arizona Republic. Retrieved 2019-02-04.
  5. Cooper, Andrea (2003-09-01). "A Recipe for Riches". Ladies' Home Journal.
  6. 6.0 6.1 Gorton, Laurie. "Fairytale Brownies makes a commitment to kids' playtime". Retrieved 2019-02-04. Unknown parameter |url-status= ignored (help)
  7. 7.0 7.1 Ravulur, Nandita (1998-06-28). "Sweet story written for mail-order brownie business". The Business Journals. Retrieved 2019-02-11.
  8. "Made in Arizona: Fairytale Brownies." (2014-04-15) Channel 12 News. KPNX. Retrieved from
  9. 9.0 9.1 Hay, Connie (Autumn 2004). "Dames in Baking & Confectionery" (PDF). Les Dames d'Escoffier International Quarterly. Les Dames d'Escoffier: 20.
  10. Wild, John J. (2008). Fundamental accounting principles. McGraw-Hill/Irwin. pp. Pg 385. ISBN 9780073266480. Search this book on
  11. "Forever Young". Entrepreneur. 2001-11-01.
  12. Khera, R. (2010-02-03). "Success Story: Turning Brownies into $10 Million in Annual Revenues". Retrieved 2019-02-12. Unknown parameter |url-status= ignored (help)
  13. 13.0 13.1 13.2 13.3 Goldberg, Jennifer (2013-04-25). "Fairytale Brownies: a sweet partnership". Jewish News of Greater Phoenix. Retrieved 2019-02-05. Unknown parameter |url-status= ignored (help)
  14. Zubiate, Ralph (2017-11-18). "Legendary EV brownie bakery fine-tuning its image". East Valley Tribune. Retrieved 2019-02-04.
  15. Jutkins, Ray. "The greatest brownies in all of Fairyland." National Mail Order Association. Retrieved 2019-02-04.
  16. Tufts, Alyssa (2018-10-27). "Fairytale Brownies has been making magic for more than 25 years". AZ Big Media. Retrieved 2019-02-04.
  17. "Best Of - Shopping & Services". Phoenix New Times. Retrieved 2019-02-11.
  18. Hawkes, Marilyn (2017-10-01). "Recipe Friday: Fairytale Brownies Moonfetti Pies | Recipes | Desert Digest". Phoenix Magazine. Retrieved 2019-02-14.
  19. "Circle of Excellence Award Winners at BizRate". Bizrate. Retrieved 2019-02-11.
  20. "One Grommet's playful partnership". The Grommet. 2010-05-24. Retrieved 2019-02-07.
  21. Roman, Anita (2017-03-31). "Valley business raises $100k for new playground at autism charter school". Fox 10 Phoenix. Retrieved 2019-02-06.

External links[edit]

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