Sour Patch Kids is opening its first retail store in NYC. To celebrate its 35th anniversary, Mondelēz International is opening a permanent Sour Patch Kids shop operated by specialty candy retailer IT’SUGAR. The location will have limited edition merch including mugs, t-shirts, and socks. Shoppers will be able to create their own candy mix and pose for photos with “the Kids” mascots inside a full-size yellow taxi. The space will also have a Sweets Bar with classic desserts like smoothies, cookies, and ice cream—all with a “sour-then-sweet” twist. And the brand is collaborating with local dessert shop DŌ, Cookie Dough Confections to develop “South Patch-inspired” edible cookie dough. The move comes as a “bold” one in the middle of a pandemic where retail has been hit hard and traffic remains “sluggish.” But with proper safety protocols in place, it could potentially be a way for brands to remind consumers of their pre-pandemic lives and reminisce on the “in-person experimental retail” they used to love. (Insider, Marketing Dive)
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