First Look: Immersive retail experience based on Candy Land game to open in NYC
An iconic children’s board game first introduced in 1949 is set to come to life with an immersive retail experience.
"Candy Land NYC" will open in midtown Manhattan in November. Described as a “first-of-its-kind” retail candy experience, the attraction is designed to turn the game into a real-life candy wonderland, bursting with color, shimmering lights and filled with treats.
Each visitor becomes a player on the board, following the game path through the store with a surprise at every stop. Along the way, visitors explore candy-filled stops ranging from the “Candied Apple Orchard” to “Lollipop Forest.” The grand finale, “Candy Castle,” is detailed with graham cracker textures, swirled ice cream turrets and flanked by oversized lollipops. It’s also where customers check out.
Retail is integrated throughout the experience, with visitors able to purchase a variety of Candy Land-themed merchandise and confectionery products as they make their way through the attraction. A wide selection of nostalgic candies, along with beverages and a variety of toys, souvenirs, collectables, and apparel — all themed to the Candy Land game — is available for purchase.
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Image courtesy of Event Network. -
Image courtesy of Event Network. -
Image courtesy of Event Network.
Under license from Hasbro, Candy Land NYC was developed by Event Network, a leading experiential retail partner for cultural attractions and iconic destinations in North America.
“For generations, Candy Land has sparked joy, wonder and nostalgia,” said Larry Gilbert, CEO of Event Network. “Together with Hasbro, we’ve created the first Candy Land store in the United States — an immersive experience that celebrates the beloved game, delights longtime fans, and introduces new audiences to its enduring magic.”
The game of Candy Land remains popular. More than 75 million copies of the game have been sold to date.
"At Hasbro, we’re always looking for new ways for fans to experience the brands they love, and Candy Land NYC is a great example of what that can look like,” said Matt Proulx, senior VP of global experiences, partnerships and music at Hasbro. “Event Network has been an incredible partner in bringing the game to life with real creativity and care, and we can’t wait for families to walk the path, reach the castle and leave with a bag full of treats.”
