(I visited late evening, Thursday, August 28, 2025). This was a very brief visit, after dinner out, and based on the very nice service this evening, I want to return very soon, so that I can really enjoy looking around the store. There is a lot to see, and I did not have the time due to my own schedule. The man who helped us was so very nice and kind. I believe he said he is usually at their Brooklyn shop, but he was helping out in this west side of Manhattan shop. He explained about the MAKE-A-WISH FOUNDATION colorful, rainbow, STAR-SHAPED LOLLIPOPS near the cashier pay area. Please SEE MY PHOTOS. IT'S SUGAR has raised more than $1 MILLION DOLLARS for the Make-A-Wish Foundation, thanks to the people who bought the special lollipops; AND their goal is to raise $2 Million dollars for The Make-a-Wish Foundation. So, if you are near the store, please stop in. Buy a MAKE-A-WISH lollipop. Look around. Enjoy the candy sights you see, and make a purchase. They have Totsie Roll Pops, too!! And so much more, I have to visit again...soon! :) FOR VISITORS TO NYC--you will be near this store if you are in the Columbus Circle area, and the Lincoln Center area. And, it's a nice walk from the theatre district and the Fifth Avenue area, too. NYC is a great WALKING CITY, so, if you are heading out for the day, wear comfortable walking/running shoes, so that you can walk over and visit this shop. And, Thank You to the man from Brooklyn working at the store. Your great customer service made the visit a pleasure! read more

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Just left there where I was accused of stealing drug paraphernalia. Some dumb novelty mug pipe combo thing. I don't smoke or use cannabis so it's literally of no use to me. It's a heat wave and my daughter is at her college orientation. While we wait for her we've been finding creative ways to stay cool. Before heading into the shops at Columbus we headed into its sugar because we're with my 10m old and he likes looking at the lights and bright colors. I picked up a mug called "wake and bake" and asked my husband does it work and how. I then put it down. When exiting an employee in a purple shirt was kind of blocking the door. I thought that was odd but people are weird. She even almost bumped into someone trying to walk in. She then accuses me of stealing the mug. I was confused and said I put it down and continued on my way, but I'm annoyed that a company that I frequented often with my older kids would accuse me of stealing. If you were watching so closely you should have done a better job and watched me place it back down. How outrageously inappropriate it was to try and smile and play with my 10 month old while you were moments away from accusing his mother. As much as my older kids like It's Sugar I'm going to be thinking twice before purchasing anything there ever again. Maybe it's for the best and I should be supporting local businesses. I'm honestly stuck on the fact that they thought a mother pushing her infant child was attempting to steal something so wildly inappropriate. read more

It's Sugar is everything CANDY! You can find flashbacks from your past to novelty items. They have the best PEZ variety I've found anywhere. I buy them for my daughters collection. I can't help but browse when I pass by one of their locations. I've found the employees to be as sweet as the candy!! It's a fun store. If you're in this neighborhood stop inside. I guarantee at least one of the items will bring a smile to your face! read more

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I came to check out the store in hopes of finding a chocolate frog from Harry Potter, but while I did find some I opted for taffy instead. Don't know why I decided on that instead last minute, but I did. I also gave a dollar for a lollipop, and the proceeds went to the Make-A-Wish Foundation. I thought it was sweet that they were doing this collaboration. No pun intended. I always look at the scooper option to fill a container with candy and loved doing that, but I remembered what I was told many times that you never know who's touching it or what kids are coughing in it. I always thought that those people were dramatic but as I was thinking it I saw this kid literally cough into one of the containers. I almost laughed out loud to myself while the parent did almost nothing about it. They were also touching everything. The employee there tried to stop them from doing that but the parent got super defensive, though I try to understand because having a kid in a candy store can be pretty stressful, it's still gross. I just maybe recommend buying the packaged stuff instead. I like this store it's cute, and they have good options. read more

Are you 8 years old? Fascinated by bright colors? Willing to pay a premium for candy that is generally available at the nearest Duane Reade? If you answered yes, than IT'SUGAR is for you! It's the cheaper, less glamorous version of Dylan's Candy Bar. On the plus side, the staff was really, really nice and helpful. On the minus side, the selection is limited - mostly gummies and the like. There's a lot of "other stuff" too like toys, stickers, etc. Surprisingly at a place that seems to be geared to the tween set, there's a fair amount of naughty stuff - think mint tins with rude sayings and candy G-strings. On that last one, it appeared to be underwear made out of the candy necklace stuff and I guess my question is does the candy go all the way around? And if so, who's going to eat the butthole flavored part? Yecch. read more

IT'SUGAR - Sounds delicious! - Candy Stores Near Me - New York, New York

HOLY SUGAR DIABETIS. WOW, it's the FLAVOR FLAV of candy stores BOOOOOOYYYY! FRANK gives a personal double thumbs up rating if you care or not!!! You can feel the rush of adrenaline as you enter the door of candy land. It's either that or your heightened senses are in overdrive from all the sugar particles in the air. It's Sugar sell's everything you cold ever want for candy lover's of the universe. Focusing on the primary task of buying candy in a store like this is challenging because there's so much sweetness for you to buy it's overwhelming. Frank heads for the gummy bears section because there the best he's ever eaten. Some of my favorite flavors are: Watermelon Pink Grapefruit Mango Cinnamon (New Flavor) FYI what makes these the best is there soft and explode with flavor, a rare trait for gummy bears. Now the negative about IT'S SUGAR is the price per 1/4 pound. Let's face it if you get on the excitement plan and grab a few bags of candy your at $100 in seconds flat. So beware if you have kids roaming around this store. It's no joke, you could be spending your car payment if your not careful. Come to the wonderful land of sugar you won't regret it! read more

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Let me tell you how litty it is in this candy shop. It's so live that the music that was playing set a nice tone for the store. It's so live that once me and my peoples entered, several other customers felt the vibe and came in. It's this live: candy from childhood, extra large sizes of candy that only come in small in the bodegas, themed treats, seasonal sweets, and best of all chocolate covered gummy bears. I can't wait to go back and catch some more of those feel good vibes that were absolutely not enhanced by the sugar. read more

Not everyone thinks of candy as a specialty item. I grew up in an age where my local corner stores in Brooklyn used to have all manner of items that have become increasingly more difficult to find. This includes silly things like candy "cigarettes" and Reese's Peanut Butter cups in holiday shapes. In other cases there are novelty items which used to be more common like a "Pac-Man candy" shaped and painted like an old Pac-Man coin op machine. Now there's a place for such items in the Upper West Side: ItSugar! This bright, happy and somewhat loud store is like a color biltz on your brain. Mannequins are set up all over the place wearing neon clothes. The displays are all candy, so there's a ton of colors hitting your eyes. It's a visual feast! In terms of selection, this place definitely has a sense of humor. Case in point: the *gigantic* Snickers bar that is made to be sliced apart to share with friends! Or their candies that claim to be "100% Gluten" and having "Extra fat". They also have all manner of bacon flavored items including mints, floss and toothpicks! This place isn't just about candy. They have some funny novelty items like notepads with funny items to check off (like why someone is angry at you). On another shelf were plush versions of "Boo" the world's cutest dog and they even had pop culture based iPhone covers. I'm giving this place high marks for its sense of humor, how much I enjoyed my visit (I was laughing a lot for twenty minutes straight) AND they carry Hi Chew! I was ecstatic when I found this item, which amazingly isn't carried in very many Asian markets I've visited in midtown. They had a wide assortment of flavors which made me super happy! This fun place is definitely worth a visit. It's not cheap, but you'll get some laughs and maybe something sweet to boot. read more

Give Me Sugar Until My Teeth Rot Out Here's The Sweet & Sour Rundown: The Sweet: 1:Good for purchasing giant (way beyond king size) candy bars, Twizlers, gummy bears, Laffy Taffy, suckers and more 2:It' Sugar sells apparel, stuffed animals, accessories, lip gloss/ chap-stick, magnets and other fun candy themed accessories like cupcake scented air fresheners for your car 3: Spacious - Clean - Well Organized & Stocked - Great Location - Cute Decor 4: Friendly & present staff 5: Excellent place for kids and adults with a sweet tooth The Sour: Price: I love this place, however It' Sugar is pretty darn expensive (even for NYC). Call me crazy, but when you're charging $13.96 per 1 lb. for bulk candy; I'll spend my sweet tooth money elsewhere. In other words, go here for specialty items and fun accessories, not for bulk candy items such as gummy bears and chocolate covered goodies. read more

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I really went for the Funko pops because I collect my self but It was a huge store. It felt like a warehouse full of just candy and merchandise. Amazing experience read more

This place is adult candyland. Really. This place is NOT for children. With it's decent selection of edible undergarments, mints with a number of crude insults written on their boxes, and hand sanitizer with uses described for little issues such as "in case you touched your genitals", mommies should probably leave the tots at home before shopping here. If you happen to be childless and in the area of It'Sugar, take my advice and check it out. You will surely find a few laughs, and probably enjoy the nostalgia of some of their retro candies. If you're looking for something a little more wild to suit your appetite (or just to gross you out), head over to their display of insect candies/snacks. You'll find everything from lollipops with scorpions suspended in them to sour cream and onion crickets. Sounds yummy, right?...right... This really is a place for some fun adult entertainment that walks the line of being a little too crude, without needing to have holy water thrown on it. Bring your sense of humor, check your sensitivities at the door, and you'll really enjoy It'Sugar. :) read more

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This really is a candy store for adults. No need to steal candy from babies anymore! (Good. I've almost been caught WAY too many times...) I've been to the It'Sugar location in Atlantic City, which is about 10 times the size of this Upper West Side location. But you know what? I don't need an entire room devoted to Jelly Bellys and Swarovski Crystal-encrusted Hello Kitty Pez dispensers. Just a relatively average-size storefront on Broadway will do. I love It'Sugar for a singular reason: BANANA RUNTS. I enjoy It'Sugar for other reasons as well, such as jawbreakers, silly and naughty novelty magnets and gifts, television show nostalgia (Duff Beer drinks, anyone?), and candy throwbacks. (In hindsight, I should have picked up a pack of Fruit Stripes gum. I miss gum that provides a juicy flavor explosion only to lose all of its flavor 10 seconds later...) A little to bright, colorful, and spastic for even me, and I'm a pretty damn bright, colorful, and spastic person. Still, a part of me loves filling up a plastic bag with Banana Runts, mini jawbreakers, Chewy Sprees, and clear crystal candy. It'll honestly sustain me for the next few weeks until I need my next fix. It's just a hop, skip, and jump away on the A Train for me; it's proximity to Columbus Circle may spell out occasional trouble for me. Heheh... read more

IT'SUGAR - Honesty at its finest! - Candy Stores Near Me - New York, New York

Did I really just spend $7 on a handful of candy corn and yogurt covered pretzels? Oh. Yes, the idea of shopping a candy boutique is right up my bourgeois alley, but this is really over priced stuff. It's like $3 and some change for a 1/4 lb. and they have mostly heavy candy - chocolates, gummies, jelly beans, etc. Nothing in the bulk section really stood out to me. Unless it's a cool novelty item, which there are plenty strewn around the store, I can't see myself coming back often... But I did see some items that brought be back to childhood corner store days (candy cigarettes!). In the plus side, the employee who rang me out was really friendly (and super hyper - sugar rush?) read more

This recent addition the the UWS is a SUGAR RUSH for those with a sweet tooth. Prices are rather high. You'll find coated BUGS such as grasshoppers, worms, and maybe a waterbug? FLASHBACK to the decades with goodies from the era that are packaged to bring back childhood memories, yeah, yeah...mine would be the 80s. FUN STUFF such as candles and soap in candy flavors that I'm sure will leave you smelling like chocolate cake afterwards. Odd shaped ice cube holders. Giant sized candy bars, gummy bears, and cupcakes. Even a small section of ASIAN treats, BEAUTY favorites, and CLOTHING -- all candy themed. read more

I love this candy store. It's everywhere in the city.i can find the cutest plush, coolest candies and childhood goodies. I end up buying a Pusheen plush and vintage candy. Everything is over priced but the organization of the store makes me buy something before I can walk out. Always makes me happy going here. I can find candies I once loved in the 80's and 90's. Great place to get gummies and fear factor candies. They have crickets, worms and other creepy crawlers. Fun place for tourist to find a souvenir in the city. read more

IT'SUGAR - Candy Stores Near Me - New York, New York

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This place is so fun and it's a great candy experience for adults! I've been dying to come here and see it for myself and the moment i walked in I was overwhelmed with all the oversized candy, the little party items such as drinking solo cups with you color of prefrence, a shot spinner, a number of ted items including a ted teddy bear. They have mints in cute containers, the shirts for the marvel are cute and so is the 60's, 50's, and 70's candy. I would come back and purchase some party fun items to make drinking a lot funner. The staff was friendly and the moment I walked in they asked me if I needed any help, all in all it was a fun experience :). read more

IT'SUGAR - It's a mario energy drink! - Candy Stores Near Me - New York, New York

I loved the store. It was cute and bright and the planogram was excellent. There was a variety of products including novelties, toys and household items. Tons of candy. My only complaint was the absolutely complacent staff. They did not greet us, approach us to ask if we needed anything and barely said a word when we were ready to check out. read more

If you're looking to stock up on some Easter candy, buy a 25-pound chocolate bunny, or watch one drug-addled bum distract everyone while another eats and steals candy, look no further than this tacky gem. It was weird, man. It'Sugar is a one-stop shop for themed sweets, gag gifts and prepackaged and lose candy, chocolates, and gummy items. The bright signage, promise of sweets, and heavily-discounted, Easter-themed window display lured me in, and I ended up purchasing an egg-shaped iced cookie, Cadbury caramel egg, and coconut haystack. Outside of the haystack and gummy handcuffs, you could find more than 80% of the shop's inventory at a convenience store. read more

Running here real quick for a specific (I know overpriced) novelty item and find this. Awesome. Good job guys. read more

IT'SUGAR - Candy Stores Near Me - New York, New York

Very cool store. Lots of fun items that you don't see everywhere. The staff could be a little better. We asked a question from one of the employees and she wasn't the most helpful. read more

Went to their Coney Island location. My boyfriend and I almost lost our insulin after finishing a bag of their candy ropes (their version of twizzlers I guess). Personally, I don't think their candy correlates with the prices, it's not that good. I guess their prices pay for their marketing strategy? read more

Talk about candy land. I think I could of sworn I saw willy wonka on register. This particular candy store is very popular and I seem to get why. With its huge and I mean huge variety of selections, it's highly impossible to leave that store without purchasing some form of candy. From gummy worms to chocolate malt balls to candy thongs. Well I must say I never thought I see the day where underwear would be eatable, that day has came. The customer service is awesome everyone is smiling and helpful and the cost goes by pounds so you take what you can afford which is a great method to pricing. I highly recommend if you have a sweet tooth that's itching for some sweets. read more

IT'SUGAR - It's sugar candy ziplock bag. - Candy Stores Near Me - New York, New York

We were in the core of time square when we decided to look for a candy store. After walking for 20 minutes to get to your Columbus Circle store, that should have closed at 9:30 according to your times posted..Apparently they close at nine. It's very annoying, that should be fixed on yelp before people have to walk all the way over here just to be told by your employees with hand signals, "were closed at 9 PM." read more

This review is specifically for the girl at this location tonight (monday 5/26) around 9:00pm with dark hair in a bun. You were so unbelievably nice! Thanks for letting us sample the candy.. it really swayed me to get those mango gummy bears. When those two women came in after us complaining that the price was incorrect and that they wanted to return all of their bulk candy, you handled it like a pro! (They yelled at this poor girl for like 20 minutes and didn't understand that tax exists in NYC or how math works. Why did you need to buy $200 in bulk candy anyways...) About the actual business; The place is pretty fairly priced for the upper west side. I dropped $20 on bulk candy and some giant sized twizzlers that were 40% off. Nothing was stale so I'm happy. read more

This is by far the coolest candy store i have ever been in. My friends and I stumbled upon it while at the Thanksgiving Day Parade. I want an IT'SUGAR in Richmond, VA like yesterday! Love the IT'SUGAR montra "Go Big or GO HO HO HOME". I bought a 1 lbs Snickers Bar, 5lb. Cereal Box of gummie and a giant Nerds Box for my roomates. LOVE LOVE LOVE this place!!! read more

This place is more convenient than Dylan's Candy bar to where I live. I wanted to get a little snack to have at intermission during a broadway show, so I stopped here to pick something up. It is definitely way smaller than Dylan's. I do love that the bags are ziploc. That is super awesome. No sugar crumbs leaking all over my bag. However the selection of bin candy is very small. If they up the amount of candy available to put in the bag, then I would give them a higher rating. read more

Wooooaaaaaahhhh! Eyes wide open, mouth open: Candy Paradise! Whoever made my genes: thanks for not making me a diabetic! The also sell funny stuff about candy and of course the bacon hype is lived here too. read more

Good options for more adult themed candy. Some throw back items too offered. Not as large as Dylans but def a wide range options.

They have blue gummy bears! Yes, they will cost you, but it's worth it. And with Dylan's Candy Bar being the only other place that carries them- and they like to run out frequently- it's good to know I can count on another supplier. read more

This place is no better than and perhaps somehow worse than the other IT'SUGAR locations, a perfect reflection of the brand as a whole - remarkably loud audibly and visually, and such a lame waste of a great space. read more

Although the candy selection is not great, I think they sell the best sour gummy worms in manhattan. (The prepackaged itssugar ones) I do love this store though because they give discounts to fordham students and it's conveniently located roughly between campus and Central Park. read more

Stopped for lunch and my server Matt was very helpful. I had a special request which they handled easily. Will definitely be going back thanks to Matt. Nice atmosphere, friendly staff and good food. Thanks also to Amber and Les for making me feel so welcome. read more

$10 bucks for a bag of gummy bears the same size I could have got in Duane Reade for $2.99. The bulk candy is a rip off, and there isn't an interesting enough selection to merit paying for the novelty of it. However, it is undeniably fun and everything was fresh which isn't always the case when buying bulk candy. I'd save shopping here for when you want something a bit out of the ordinary that you can't find at a drugstore. Fun and helpful employees. read more

This place is not for kids! I was surprised and disappointed to see "Dick in a Box" in their window last week. Really? Very offensive, and kind of difficult to explain to young kids. If they need to sell that - if that's their "thing," fine - but do you have to put it in the window of a store that appeals mainly to kids??? read more

I went here when I was recently shopping for a christmas gift for my niece. I was expecting just a candy store...jelly beans, lollipops, chocolates...all the basics. What I found was far more impressive. Not only did it have all the classic things you would find in a typical "corner candy store," it also had a great vibe and a lot of fun merchandise. Walking in I thought I would walk out with a gift certificate for my niece to get some candy. I actually walked out with headphones for my two daughters, stocking stuffer candies for everyone, and a lot of One Direction gear for my niece (they are her favorite). I highly recommend this store to anyone looking for something different from the mold. The staff there was excellent and more than happy to help me and show me their latest products. Definitely a great place to get some great gifts for the holidays! read more

Awesome selection. Kinda pricey for candy. But great place to go to get your favorites and as something to do with a friend.

It's expensive, but it's a nice place to get movie snacks.

I recently took a trip to NYC and stumbled across this awesome candy destination. I LOVE their mannequins with candy outfits - so cute! The vibe is really fun and they had an immense assortment of any candy you could want. I was able to find all my favorites and some new things to try. If you are in the area, you should definitely check this place out! read more