The Sour Patch Kids brand is celebrating its 35th anniversary with the opening of its first-ever permanent brick-and-mortar location.
The colorful, 3,300-sq.-ft. store, which is operated by specialty candy retailer It’Sugar, is located at the corner of Bond St. and Broadway near the SoHo shopping district in Manhattan. Selling more than just candy, Sour Patch Kids is full of Insta-worthy photo opportunities. Visitors can create their own candy mixes, pose with the Kids inside a full-size yellow taxi and take-away ice-cream, and more from the Sweets Bar café.
In addition to candy, the store features a wide range of colorful, limited-edition branded merchandise, from mugs and t-shirts to socks and beach totes. The offerings also include ice cream, waffles, smoothies, shakes, cookies and even cotton candy— all with Sour Patch Kids embellishments.
The new store opened with full safety precautions in place, including limited store capacity to ensure plenty of space for customers. Floor markings and in-store signage assists with social distancing and face coverings will be required. The candy station, tongs and scoops are regularly sanitized, and customers who want to create their own candy mix are required to use disposable gloves
Additionally, the Sweets Bar will only feature a to-go menu until the city permits indoor dining.
"We created this new experience for our fans to engage with the Sour Patch Kids brand on a whole new level, but of course understand that these are uncertain times," said Danielle Freid, brand manager of Sour Patch Kids brand. “With this store as our new permanent home, we want our fans to know that the Kids aren't going anywhere. We welcome visitors to join us for a colorful, flavorful experience whenever they're ready to explore the city again.”
"It's incredibly exciting to collaborate with Mondelēz International as we launch the world's first Sour Patch Kids branded Store,” added Jeff Rubin, CEO of It'Sugar, which operates more than 100 stores. “The concept behind this store is about bringing the beloved Sour Patch Kids brand to life through exclusive products and unique experiences.”