First ever SOUR PATCH KIDS store opens in New York City

To celebrate 35 years of fun and flavour, the SOUR PATCH KIDS brand is setting aside its usual tricks to make a big announcement. As New York City begins to reopen, the Kids are looking to make things a little sweeter for their fans by opening the doors to the first-ever SOUR PATCH KIDS store.

Nestled between New York University’s Washington Square campus and SoHo Shopping district, Bond Street and Broadway is transforming into the sweetest corner of the city, bringing all the colour and flavour you’d expect from the brand.

“We’re excited for the Kids to bring their playful, sour-then-sweet attitude to the Big Apple and make their mark with the first-ever SOUR PATCH KIDS store,” said Danielle Freid, Brand Manager of SOUR PATCH KIDS brand. “We created this new experience for our fans to engage with the brand on a whole new level, but of course understand that these are uncertain times.

“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. The Kids will be waiting!”

The store is operated by specialty candy retailer IT’SUGAR and features a wide range of colourful, limited-edition merchandise, from mugs and t-shirts to socks and beach totes featuring everyone’s favourite candy Kids.

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

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