IT’SUGAR has raised more than $700,000 for Make-A-Wish through the IT'SUGAR Charity Lollipop Program. 

IT'SUGAR's Make-A-Wish Wish Pops retail for $1 each at all IT'SUGAR stores and on

To reach the donation goal of $1 million for Make-A-Wish by the end of the year, IT’SUGAR is kicking off the "Pop It Forward" campaign on July 20, National Lollipop Day. The campaign encourages shoppers to purchase the star-shaped rainbow Wish Pops for friends, family, neighbors, or even the person behind them in line.

IT’SUGAR will also host a "candy raid" for several Make-A-Wish alumni ages 10-18 years old and their families at the IT’SUGAR candy department store at American Dream, the entertainment and retail center in East Rutherford, N.J., as part of the National Lollipop Day festivities. 

“We are excited to be closer to our goal of $1 million donated to Make-A-Wish through sales of our Make-A-Wish Wish Pops,” said Jeff Rubin, founder and CEO of IT’SUGAR. “Together with our team members and patrons, we believe we can reach that goal, especially with a strong push on National Lollipop Day. Make-A-Wish is a cause close to our hearts, deeply aligned with our mission of providing an escape from everyday life, and we are looking forward to fulfilling the wishes of some of our dearest wish kids.”

IT’SUGAR began selling its rainbow star-shaped lollipops benefiting Make-A-Wish in all store locations in August 2019, with the goal of reaching $1 million donated in 2022. The Wish Pops are part of IT’SUGAR’s Charity Lollipop Program, which contributes a portion of the proceeds from lollipop sales and has raised more than $1.5 million for a variety of non-profit organizations nationally since its inception in 2013. 

Other sweet causes that have benefited from the program include Alex’s Lemonade Stand, The Pink Agenda and Lollipop Theater Network. Store patrons can continue to help support Make-A-Wish America this summer by purchasing the rainbow lollipops located in a special area near each stores’ cash registers or online.

"IT'SUGAR customers can take pride in knowing that by buying and enjoying Wish Pops, they’re enabling life-changing wishes to come true for children with critical illnesses,” said Richard K. Davis, president and CEO, Make-A-Wish America. “Wishes can be a powerful source of hope and healing for wish kids and their families, and they wouldn’t be possible without supporters like IT’SUGAR.”