About the brand

Geltpop

Geltpop is Anat Tamir's colorful Hanukkah brand: latke keychains, a sufganiyah kippah and an eight-night surprise box inspired by advent calendars.

Based: Israel
Craft: Hanukkah gifts and novelties

Anat Tamir grew up in upstate New York, spent summers in Israel visiting her grandparents, and worked in public affairs and as an editor at Haaretz. After years in New York and then California, she moved back to Israel in 2022 with her husband and two children. She calls herself singularly obsessed with Hanukkah.

Geltpop started at home. Year after year, the Hanukkah displays in stores disappointed her next to all the Christmas ones, so, inspired by advent calendars, she bought two treasure boxes, one for each of her kids, and refilled them with treats every night of the holiday. Her kids, she says, nearly leapt out of their skin. That nightly surprise became Geltpop's 8-Night Hanukkah Surprise Box.

The rest of the line plays classic Hanukkah icons for fun, and she has said she wants to free the holiday from its blue-and-white rut. ModernTribe carries Latkeys, a latke on a keychain; the YUMukkah sufganiyah kippah; a sufganiyah squishy; fruit-scented Hanukkah candles; and a vegan-leather gelt coin pouch that is also sold at the Eretz Israel Museum in Tel Aviv.