First Look: IT’SUGAR Opens Doors to Candy Wonderland at American Dream

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First Look: IT’SUGAR Opens Doors to Candy Wonderland at American Dream

By Jamie Grill-Goodman - 12/16/2019
The IT’SUGAR store greets visitors with a three-story tall Statue of Liberty replica covered in over 1.5 million Jelly Belly beans.

IT’SUGAR, has opened the doors to its three-story, 22,000-square-foot department store of candy in American Dream.

The IT’SUGAR store greets visitors with a three-story tall Statue of Liberty replica covered in over 1.5 million Jelly Belly beans, symbolizing “the freedom to treat yourself.” Once inside, customers can explore the first floor’s centerpiece, an immersive lollipop garden filled with nearly ten-thousand lollipops. Surrounding the garden is over 5,000 square feet of candy bins housing an endless variety of sweets. The second floor is home to dozens of branded shops like Sour Patch Kids, Swedish Fish, Nerds, Starburst, Reese’s, Kellogg’s, and more.

A new Oreo café concept called Oreo TWISTiD is slated to open Spring 2020 to the third floor. Overlooking American Dream’s entertainment atrium, Oreo TWISTiD will provide guests with a view of the DreamWorks Water Park and Nickelodeon Universe Theme Park.

“Creating a candy department store has been a long-time dream of mine,” said Jeff Rubin, Founder and CEO of IT’SUGAR. “I’ve been thinking about this concept for over 25 years and our IT’SUGAR team is thrilled to partner with American Dream to make it a reality. There is nowhere else like American Dream and we look forward to immersing the property’s millions of guests into the world of IT’SUGAR.”  

Founded by candy veteran Jeff Rubin in 2006, IT’SUGAR consists of over 100 retail locations in U.S. hotspots such as New York, Las Vegas, Los Angeles, San Francisco, Miami, Dallas, Houston, and Chicago. The American Dream location is located in American Dream, at 1 American Dream Way, Space G134, in East Rutherford, NJ. It’s a member of BBX Capital Corporation’s family of companies and a subsidiary of BBX Sweet Holdings.