IT’SUGAR to Add New Three-Story ‘Department Store of Candy’ to American Dream Mall

A mock-up of the new location, complete with three-story tall jelly bean Statue of Liberty replica. (Photo courtesy of IT’SUGAR.)

EAST RUTHERFORD, N.J. — IT’SUGAR, known for its over-the-top sweets, giant candy, and absurd (in a good way) sugar creations, has announced that it will open a new location on Saturday, Dec. 14 in the new American Dream mall located way up in East Rutherford, New Jersey. At three stories and over 22,000-square-feet, IT’SUGAR American Dream touts itself as the world’s first “department store of candy.”

Those who are willing to make the trip will be treated to a one-of-a-kind IT’SUGAR store that will greet visitors with a three-story tall Statue of Liberty replica covered in over 1.5 million Jelly Belly jelly beans, symbolizing, as they put it, “the freedom to treat yourself.” Once inside, customers can explore the first floor’s centerpiece: an immersive “lollipop garden” filled with nearly ten-thousand lollipops. Surrounding the garden is over 5,000 square feet of candy bins housing an endless variety of sweets. The second floor is home to dozens of branded shops like Sour Patch Kids, Swedish Fish, Nerds, Starburst, Reese’s, Kellogg’s, and more. Coming in spring 2020 to IT’SUGAR’s third floor will be a new Oreo café concept called Oreo TWISTiD. Overlooking American Dream’s entertainment atrium, Oreo TWISTiD will provide guests with a view of the DreamWorks Water Park and Nickelodeon Universe Theme Park.

“Creating a candy department store has been a long-time dream of mine,” said Jeff Rubin, Founder and CEO of IT’SUGAR. “I’ve been thinking about this concept for over 25 years and our IT’SUGAR team is thrilled to partner with American Dream to make it a reality. There is nowhere else like American Dream and we look forward to immersing the property’s millions of guests into the world of IT’SUGAR.”

Currently, the American Dream mall has completed the first two phases of its opening (on Oct. 25 and Dec. 5, respectively) and has plans to include over 450 retail, food, and specialty shops once the fourth and final phase is finished in 2020. Those shops and restaurants will be complemented by over 15 entertainment offerings including the aforementioned DreamWorks Water Park and Nickelodeon Universe Theme Park; as well as a 16-story Big Snow Indoor Ski & Snow Park; Kidzania; a live Performing Arts Theater; a 300-foot tall Observation Wheel; a Sea Life Aquarium, Legoland Discovery Center; The Rink (NHL-sized ice rink); and The Dining Terrace with over 15 full service restaurants and the world’s only Munchie’s Food Hall. American Dream will be the second largest retail and entertainment center in the United States covering approximately 3 million square feet — and is well-placed in its location only 20 minutes outside NYC.

Founded by candy veteran Jeff Rubin in 2006, IT’SUGAR bills itself as a “sweet experiential retail environment” and has become the largest specialty candy retailer in the world. Their portfolio consists of over 100 retail locations in U.S. hotspots such as New York, Las Vegas, Los Angeles, San Francisco, Miami, Dallas, Houston, and Chicago. (Including one in Ocean City, one in Atlantic City, one in Wildwood, and one in the Christiana Mall in Newark, Delaware.)

Known for their “sugar innovations” that celebrate “lighthearted rebellion,” IT’SUGAR “aspires to a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.” For additional information, visit

The American Dream mall was developed by Triple Five Group and seeks to provide customers with an entirely unique experience. The property offers a curated mix of diverse entertainment, retail, and dining options — all in one location. For more information, visit or follow them on Instagram @americandream.