Sour Patch Kids Opens First-Ever Interactive Candy Shop in New York

The candy brand is partnering with retailer IT'SUGAR to operate the store

The colorful store is an interactive experience for the sour candy fans. Sour Patch Kids
Headshot of Kaila Mathis


Amid the novel coronavirus pandemic, the New York retail landscape isn’t seeing many new store openings. But thanks to Sour Patch Kids, there’s a new business on the block.

The block in question is at Bond Street and Broadway, where candy brand Sour Patch Kids is opening its first-ever store to celebrate its 35-year anniversary. This permanent location functions as an interactive brand experience with Sour Patch-themed candy stations, smoothies, ice cream, edible cookie dough and other sugar-filled sweets available for purchase. The store is also selling limited edition merchandise including mugs, T-shirts, socks and beach totes.

The brand is partnering with specialty retailer IT’SUGAR Candy Store to operate the store.

“This store is about bringing the beloved Sour Patch Kids brand to life through exclusive products and unique experiences,” said IT’SUGAR CEO Jeff Rubin said.

In light of the ongoing pandemic, the store is keeping its maximum capacity low, requiring masks, offering to-go desserts instead of utilizing indoor seating and selling personalized candy mixes online for delivery.

“With this store as our new permanent home, we want our fans to know that the Kids aren’t going anywhere,” said Danielle Freid, brand manager of Sour Patch Kids. “We welcome visitors to join us for a colorful, flavorful experience whenever they’re ready to explore the city again.”

Sour Patch’s store joins a number of other famed candy shops in New York, such as M&M’s World and Hershey’s Chocolate World, which are both located near Times Square.

Even though retail has been reopened in New York for over a month, foot traffic has yet to return to prepandemic levels, particularly because of the lack of tourists. That poses a special problem for a store like this one, which is sure to be poised as a tourist attraction in the months and years to come.

Businesses in New York are turning to locals to drive sales and encourage others to visit in-person. Restaurants are implementing strict Covid-19 cleaning procedures to make visitors more comfortable dining, and retailers are also loading up their sale racks to eliminate extra inventory and draw in customers.


Kaila is an intern for Adweek in the Brand Marketing Department, and covers news in brand marketing and retail. She is a rising senior at Villanova University pursuing a degree in PR & Advertising and Journalism.