First-Ever SOUR PATCH KIDS® Store Opens in New York City

by Katie Lee

East Hanover, N.J. — To celebrate 35 years of fun and flavor, the SOUR PATCH KIDS® brand is opening its first-ever SOUR PATCH KIDS store in New York City, nestled between New York University’s Washington Square campus and SoHo at Bond Street and Broadway.

“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,” says Danielle Freid, brand manager of SOUR PATCH KIDS. “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. The Kids will be waiting!”

The SOUR PATCH KIDS store is operated by specialty candy retailer IT’SUGAR and features a wide range of colorful, limited-edition merchandise, from mugs and t-shirts to socks and beach totes. Visitors will get a chance to create their own candy mix, pose with the Kids inside a full-size yellow taxi, and experience a first-of-its-kind SOUR PATCH KIDS Sweets Bar with treats to-go. Chefs have reimagined classic desserts and put a sour-then-sweet spin on smoothies, ice cream, cookies, edible cookie dough made in collaboration with DŌ, Cookie Dough Confections and more.

“It’s incredibly exciting to collaborate with Mondelēz International as we launch the world’s first SOUR PATCH KIDS branded store,” says Jeff Rubin, CEO of IT’SUGAR.

For now, the SOUR PATCH KIDS Store has lowered its maximum capacity to allow enough room for social distancing, and all visitors are required to wear face coverings. Additionally, the Sweets Bar will only feature a to-go menu until the city permits indoor dining. At the SOUR PATCH KIDS candy station, tongs and scoops are regularly sanitized, and visitors who want to create their own candy mix are required to use disposable gloves. A full list of precautions the SOUR PATCH KIDS Store is taking is available at

Founded by candy veteran Jeff Rubin in 2006, IT’SUGAR has more than 100 retail locations in the U.S. For more information, visit IT’SUGAR is a member of BBX Capital Corporation’s family of companies and a subsidiary of BBX Sweet Holdings, LLC.



SOURCE: IT’SUGAR / Sour Patch Kids

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