In celebration of its 35th anniversary, the Sour Patch Kids brand has opened the first Sour Patch Kids store in New York City.

Situated between New York University’s Washington Square campus and the SoHo Shopping district, the store is a permanent location operated by specialty candy retailer IT’SUGAR.

“We’re excited for the Kids to bring their playful, sour-then-sweet attitude to the Big Apple and make their mark with the first-ever Sour Patch Kids store,” said Danielle Freid, Sour Patch Kids brand manager. “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. 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 Kids will be waiting!”

The Sour Patch Kids store features limited-edition merchandise, from mugs and t-shirts to socks and beach totes. Visitors can create their own candy mix, pose with the Kids inside a full-size yellow taxi, and experience a first-of-its-kind Sour Patch Kids Sweets Bar with treats to go. Chefs have reimagined classic desserts and put a sour-then-sweet spin on smoothies, ice cream, cookies, edible cookie dough made in collaboration with DŌ, Cookie Dough Confections and more. 

“It’s incredibly exciting to collaborate with Mondelēz International as we launch the world’s first Sour Patch Kids branded Store,’” said Jeff Rubin, CEO of IT’SUGAR. “The concept behind this store is about bringing the beloved Sour Patch Kids brand to life through exclusive products and unique experiences.”

As a result of the COVID-19 pandemic, the Sour Patch Kids store has lowered its maximum capacity, and all visitors are required to wear face coverings. Additionally, the Sweets Bar will only feature a to-go menu until the city permits indoor dining. At the Sour Patch Kids candy station, tongs and scoops are regularly sanitized, and visitors who want to create their own candy mix are required to use disposable gloves.

Those who would rather not make the trip in person can visit to create their own Sour Patch Kids mix, personalize their pack and ship it directly to their front door.