America’s First Candy Department Store Opening Across the River Tomorrow

Artist's rendering (Image: IT’SUGAR)

Move over, Willy Wonka. This child’s candy fantasy is for real, and it’s coming to life tomorrow, Dec. 14 at American Dream, located in East Rutherford, N.J.

IT’SUGAR, known for its over-the-top sweets, giant candy, and absurdly wonderful sugar creations, will be opening the nation’s first department store devoted exclusively to sweets. Called IT’SUGAR American Dream, the goodies will be distributed across three retail spaces totally 22,000 square feet. You can pack a lot of bonbons into a space that size.

The one-of-a-kind store will greet visitors with a 3-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 your favorite sweets.

Floor 2 is home to dozens of branded shops like Sour Patch Kids, Swedish Fish, Nerds, Starburst, Reese’s, Kellogg’s, and more. Coming in next spring to IT’SUGAR’s third floor will be a new Oreo café concept called Oreo TWISTiD. Overlooking American Dream’s entertainment atrium, Oreo TWISTiD will provide guests with a view of the DreamWorks Water Park and Nickelodeon Universe Theme Park.

Jeff Rubin, Founder and CEO of IT’SUGAR, is quoted as saying:

Creating a candy department store has been a long-time dream of mine. 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.