marshmallow: flavor trend

or maybe it's s'mores. anyway, here's the proof in two new (parallel) ice cream flavors:

Haagen Dazs S'Mores Light Ice Cream
"...new twist on a classic favorite. sinfully rich Dutch chocolate ice cream swirled with marshmallow ribbons and crisp milk chocolate-covered graham cracker pieces."

Ben & Jerry's Marsha Marsha Marshmallow (chocolate ice cream w/ fudge chunks & toasted marshmallow & graham cracker swirls)
"...we tweaked and re-tweaked this flavor's classic mix of ingredients to make it more irresistibly campy."