In some ways, the slogans on the hearts are a reflection of Marshall's life.
"[The hearts] are a combination of nostalgia, novelty and romance," he says.
As the times change, so do the hearts.
New technology recently led to the introduction of slogans like "Page Me," "Fax Me," "E-mail Me" and "Be My Icon."
Over the years, his eight grandchildren and four children have helped him pick slogans, while others ("Awesome," "My Way," "You Rule") come from other NECCO employees.
"The main problem we get with submissions [is that] they're too long," the King says.
One of his favorite candies, Marshall says, is the "Marry Me" heart. His own marriage 43 years has taught him something about diplomacy.
"I've always had the last two words in any argument," he says. "Yes, dear."
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