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About Us

Founded by Jeff Rubin in 2006, this saccharine experience has become one of the largest and fastest growing specialty candy and gift retailers in the world. The IT'SUGAR Empire consists of over 70 retail locations in US hotspots such as New York, Las Vegas, Los Angeles, San Francisco, Miami, Scottsdale, San Diego and Palm Beach, in addition to chic international destinations such as London, Panama, and Grand Cayman.

With retail locations ranging in size from 2,000 to 7,500 square feet, IT'SUGAR is a trendy sweets shop that lives at the intersection of attitude and fun. It's a place that about joy, taste, color and sound--one that celebrates elicit laughter, happiness, and childlike euphoria.

IT'SUGAR sees a future where all 20-somethings (and those who want to feel like one) have access to the pure joy that comes from indulging in a movement where life doesn't have rules – the IT'SUGAR movement.

IT'SUGAR is dedicated to all that is frivolous, overindulgent, and delightfully naughty. Through exclusive partnerships with like-minded brands such as Seventeen and Nerds, IT'SUGAR brings these philosophies to life. Among ventures with fashion and candy brands, IT'SUGAR has also teamed up with Saturday Night Live (SNL) to introduce a line of candy and novelty items celebrating 40 years of the irreverent variety show.

IT'SUGAR is proud to operate the following brands and locations: Wonka Times Square, FAO Schweetz, Madame Tussauds Sweet Shops, Radio City Sweets and Gifts, Universal Studios Sweet Liberty, Candyland Toys R US Time Square, and BB&T Center Sunrise.