Store Spotlight: Sour Patch Kids NYC

Charlie Menchaca
Managing Editor
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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.”

The store is taking all the necessary precautions shoppers have come to expect during the COVID-19 pandemic. Face coverings are required and store capacity is limited at 50% to provide shoppers plenty of social distancing space.

Various table displays tout store exclusives such as Statue of Liberty-themed candy boxes, branded Funko toys and CultureFly ceramic mugs.

The brand’s playful attitude is evident throughout the space, with its front window display containing “Mommy can’t save your taste buds now” messaging. The display also pays homage to its location with a Times Square backdrop that includes a subway sign and a branded hot dog cart.

Sour Patch Kids
The back wall carries the store’s largest packaged candy assortment.

Along with prepackaged assortments, shoppers can create their own Sour Patch mix at a bulk dispenser station positioned upfront. They are required to don disposable gloves and use sterilized tongs and scoops.

Another Mondelez confection, Swedish Fish, has some points of merchandising in the otherwise Sour Patch-filled store. The manufacturer keeps the two brands adjacent in other marketing efforts.

A sweets bar near the back of the store offers ice cream, smoothies and other desserts topped off with Sour Patch candy. Since in-store dining was not yet permitted at the time these photos were taken, the treats were takeout-only and a colorful seating area remained behind rope.