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World-first Sour Patch Kids store launches in NYC

Soft-candy brand Sour Patch Kids has launched a world-first store in New York City selling confectionery and a range of themed products.

Located between New York University’s Washington Square campus and the SoHo Shopping district, Bond Street and Broadway, the Kids’ permanent home – it is not a pop-up store – features a wide selection of the brand’s merchandise, including mugs, t-shirts, socks and beach totes. 

“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, the brand’s manager.

“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 colourful, flavourful experience whenever they’re ready to explore the city again,” he said. 

Operated by specialty candy retailer It’sugar, the store also houses a Sweets Bar where customers can find a selection of desserts, including ice creams, smoothies, and cookies. 

The Kids’ store also features a create-your-own candy mix station and a full-size Instagrammable Yellow Cab for customers to take photos with.  

 “The concept behind this store is about bringing the beloved Sour Patch Kids brand to life through exclusive products and unique experiences,” said Jeff Rubin, CEO of It’sugar.

As New York City just begins to reopen, to ensure visitors safety, the Sour Patch Kids’ customers are required to follow social distancing and wear face coverings. The Sweets Bar features only a to-go menu until indoor dining is allowed. 

Sour Patch Kids made its Australian debut in 2014 as part of The Natural Confectionery range. The brand is owned by multinational Mondelez International, parent of Cadbury.

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