Located between New York University’s Washington Square campus and SoHo, the 3,300-square-foot space is part tourist destination, part brand ambassador. Mondelez collaborated with specialty candy retailer It’Sugar to convert the site as part of the soft candy’s 35th anniversary.
“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,” brand manager Danielle Freid said in a statement. “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.”