Specialty candy retailer IT’SUGAR has partnered with FAO Schwarz to open a candy shop — FAO Schweetz — inside FAO’s new flagship store in New York City.
After Toys ‘R’ Us sold the FAO Schwarz brand to ThreeSixty Group last year, FAO Schwarz will reopen Nov. 16 at 30 Rockefeller Plaza. The previous flagship store, located on Fifth Avenue, closed in 2015.
Jeff Rubin, ceo and founder of IT’SUGAR, originally helped create FAO Schweetz in 1995 at FAO Schwarz’s Fifth Avenue location. The 2,150-sq.-ft. FAO Schweetz shop will feature oversized candy installations and innovative merchandising.
“It’s incredibly exciting to partner again with FAO Schwarz to relaunch FAO Schweetz,” Rubin said. “The shopping experience is about tapping into a sense of wonder within the store. It’s a personal joy for me to play a role in this next chapter and a thrill for the IT’SUGAR team to be a part of a classic New York tradition generations have loved for well over a century.”
Life-sized versions of classic toys such as a space ship, fire truck and toy train will serve as bulk candy containers, and recognizable design elements such as a toy soldier and a New York City subway car will serve as a check-out counter.
The FAO Schweetz-branded product line will launch with 2-lb. gummy bears, chocolate bricks, chocolate donuts, gummy block houses, make-your-own gummy worm kits, giant gummy unicorns and mega chocolate bars.
IT’SUGAR is a member of BBX Capital Corp.’s family of companies and a subsidiary of BBX Sweet Holdings, LLC.
“We look forward to bringing back the sweetness of FAO Schweetz to the Big Apple through our partnership with FAO Schwarz as it makes its big NYC comeback debut,” said Jarett Levan, president of BBX Capital. “We believe the heart of New York City and the wonderful world of toys, music and imagination at the FAO Schwarz flagship store will be a great fit for our candy brand.”
