Step Into A New Jersey Candy Wonderland That Feels Like A Dream

Walking into IT’SUGAR at American Dream Mall feels like tumbling headfirst into a rainbow explosion where every color tastes sweeter than the last. Located at 1 American Dream Wy Suite G134, East Rutherford, New Jersey 07073, this candy paradise isn’t just a store but a multi-level adventure that sparks joy in kids and adults alike.

With three towering floors packed with nostalgic treats, quirky novelties, and jaw-dropping displays, IT’SUGAR transforms an ordinary shopping trip into a memory-making experience.

Rows of gummy bears the size of your head, vintage candies your grandparents loved, and wild flavors you’ve never imagined create a sensory overload in the best way possible.

Ever wondered what Willy Wonka’s factory would look like in real life? This place comes pretty close, minus the Oompa Loompas and the golden tickets.

The Iconic Jelly Bean Statue of Liberty That Steals Every Photo Op

Forget single-floor candy shops that you can browse in five minutes flat. IT’SUGAR at American Dream takes the concept of a sweet shop and multiplies it by three, literally stacking floor upon floor of confectionery heaven that demands your full attention and stamina.

Each level bursts with its own personality and specialty treats, turning your visit into a vertical treasure hunt where every staircase promises new discoveries.

Standing guard at the entrance like a sweet sentinel, the candy Statue of Liberty crafted entirely from colorful jelly beans stops visitors dead in their tracks and demands immediate Instagram attention. This isn’t some small decorative piece tucked in a corner but a full-sized showstopper that embodies the American Dream theme of the mall while celebrating IT’SUGAR’s playful spirit.

Shoppers consistently mention this edible artwork as a must-see highlight, with families lining up to snap selfies before they even step foot inside the actual store.

The attention to detail in this sugary sculpture impresses even the most jaded candy connoisseur, with thousands of individual jelly beans carefully arranged to create Lady Liberty’s recognizable silhouette. Kids press their noses close, counting colors and debating whether the beans are actually edible or just for show.

The statue serves as both a landmark for meeting up with friends in the crowded mall and a symbol of the over-the-top experience waiting inside.

Lighting plays perfectly off the translucent jelly beans, making the statue shimmer and catch your eye from across the mall corridor. Reviews from visitors dating back years mention this feature, proving it’s a permanent fixture that continues to delight generation after generation of candy lovers.

Some guests admit they visited IT’SUGAR specifically because they saw photos of this statue online and needed to witness it in person.

The Statue of Liberty sets expectations sky-high for what’s inside, and somehow IT’SUGAR manages to deliver on that promise with three floors of equally impressive displays and treats.

Nostalgic Candies That Transport Adults Back to Simpler Times

Grown-ups wander through IT’SUGAR with the same wide-eyed wonder as their kids, but for entirely different reasons rooted in powerful childhood memories. Shelves overflow with vintage treats that haven’t graced store shelves in decades, from wax bottles filled with colored syrup to candy cigarettes that modern kids find completely baffling.

One reviewer perfectly captured the sentiment by mentioning candies they hadn’t seen in over forty years, suddenly available again and tasting exactly as remembered.

The nostalgia factor transforms IT’SUGAR from a simple candy shop into a time machine powered by sugar and food coloring. Baby Boomers and Gen Xers find themselves explaining to confused teenagers what Necco Wafers are and why people actually enjoyed eating them.

The store cleverly stocks both the classics and modern innovations, creating a multi-generational shopping experience where grandparents and grandchildren can bond over shared sugar rushes.

Walking past displays of Pixy Stix, Bottle Caps, and Marathon bars triggers flood memories of corner stores, allowance money, and simpler Saturday afternoons. Several customer reviews specifically praise IT’SUGAR for maintaining connections to candy history while still embracing new trends and flavors.

The store doesn’t just sell sweets but preserves edible cultural touchstones that might otherwise disappear completely.

For many visitors, purchasing a bag of childhood favorites feels less like shopping and more like reclaiming a piece of their youth. The emotional connection people form with these treats explains why adults often spend more time browsing than their supposedly candy-obsessed children do.

Build Your Own Candy Bag Adventure With Endless Flavor Combinations

Grabbing an empty bag and approaching the wall of bulk candy bins activates something primal in the human brain that screams freedom and unlimited possibilities. IT’SUGAR offers the ultimate choose-your-own-adventure experience where you control exactly which gummies, chocolates, sour belts, and mystery flavors make it into your personal collection.

Kids treat this like a scientific experiment, carefully selecting one piece of each flavor to maximize variety, while adults often go all-in on a single obsession.

The selection spans far beyond basic gummy bears, venturing into exotic territory with Swedish Fish, Nerds Rope, chocolate-covered everything, and sour candies that make your face pucker just looking at them. Shoppers mention the joy of mixing flavors they’d never find pre-packaged, creating custom combinations that reflect their unique taste preferences.

The bulk bins let you sample variety without committing to full bags of flavors you might not enjoy.

Fair warning: this freedom comes with a price tag that can shock first-time visitors when they reach the checkout counter. Multiple reviews mention the bags being weighed and priced per pound, which adds up faster than you’d expect when jelly beans and chocolate-covered pretzels start piling up.

Some customers suggest weighing your bag periodically using scales provided throughout the store to avoid sticker shock at the register.

Despite the cost, reviewers consistently rank the build-your-own-bag experience as their favorite IT’SUGAR feature. The ability to curate your perfect candy collection makes every purchase feel personalized and special rather than just grabbing a pre-made package off a shelf.

Bizarre and Wacky Flavors That Challenge Your Taste Buds and Courage

Not all candy exists to bring joy and sweetness; some treats at IT’SUGAR seem specifically designed to test your bravery and possibly make you regret your life choices. Shoppers encounter truly strange offerings like urine-flavored chocolates that sound like pranks but turn out to be real products you can actually purchase and inflict upon unsuspecting friends.

The novelty candy section reads like a dare, with flavors ranging from bacon to pickle to things that probably shouldn’t be candy flavors at all.

These weird items serve multiple purposes beyond just shocking your taste buds into submission. They make perfect gag gifts for that friend who claims to have tried everything, and they create hilarious social media content when you film reactions.

Kids especially gravitate toward the gross-out factor, begging parents to let them try jelly beans that taste like vomit or earwax, courtesy of brands like Jelly Belly’s BeanBoozled line.

The store staff must witness countless facial expressions of regret and disgust throughout their shifts as brave souls sample these adventurous flavors. Some customers report buying the weird stuff specifically for office parties or family game nights, turning candy consumption into entertainment.

The shock value alone justifies the purchase for many shoppers who prioritize experience over actual enjoyment.

Interestingly, these bizarre options highlight IT’SUGAR’s commitment to stocking absolutely everything candy-related, from the sublime to the ridiculous. You might not want to eat an entire bag of grass-flavored jelly beans, but knowing they exist and having access to them makes the shopping experience infinitely more memorable than a standard candy run.

Character Displays and Pop Culture Tributes That Bring Fandoms to Life

Scattered throughout IT’SUGAR’s three levels, larger-than-life character statues and themed displays transform the store into a pop culture museum where your favorite franchises come alive in candy form. Harry Potter fans squeal with delight upon discovering walls dedicated to Chocolate Frogs, Bertie Bott’s Every Flavour Beans, and even a portrait crafted entirely from those magical jelly beans.

Multiple reviewers specifically mention these themed sections as highlights that justified their trip to New Jersey alone.

The store doesn’t limit itself to one or two franchises but embraces a wide spectrum of beloved characters and properties. You’ll encounter displays celebrating everything from classic cartoons to current movie blockbusters, each section carefully curated with relevant candy and merchandise.

These areas serve double duty as both shopping destinations and photo opportunities, with families posing next to their favorite characters before loading up on themed treats.

Merchandising extends beyond just candy into plushies, apparel, accessories, and novelty gifts that let fans express their devotion to their chosen fandoms. A Star Wars enthusiast can walk out with themed candy, a t-shirt, and a collectible figure, making IT’SUGAR a one-stop shop for gifts.

The variety means you’re not just buying generic sweets but treats that connect to stories and characters people genuinely care about.

Store designers clearly understand that modern consumers want experiences and Instagram moments, not just transactions. By integrating pop culture so thoroughly into the shopping environment, IT’SUGAR creates emotional connections that encourage repeat visits and word-of-mouth recommendations across social media platforms.

Oversized Candy That Makes Regular Treats Look Absolutely Tiny

Why settle for a regular-sized candy bar when you can purchase a chocolate behemoth that weighs more than a small dog and requires serious commitment to finish? IT’SUGAR specializes in supersized versions of classic treats, offering Reese’s Cups, Hershey Bars, and Snickers in dimensions that seem physically impossible.

These giant confections serve as impressive gifts, party centerpieces, or personal challenges for anyone who claims they could definitely eat that much chocolate in one sitting.

The oversized section attracts constant attention from shoppers who can’t believe their eyes when confronted with a gummy bear the size of their head. Kids beg for these massive treats with the same intensity they’d reserve for a new video game console, while adults calculate whether they could justify the purchase as a birthday gift for someone with an extreme sweet tooth.

The sheer novelty of candy at this scale makes it inherently shareable on social media, generating free advertising every time someone posts their giant purchase.

Practical concerns arise when you actually try to consume these monsters, as chocolate bars measured in pounds tend to go stale before even the most dedicated candy lover can finish them. Some customers solve this problem by treating the giant candy as a group project, breaking pieces off for sharing at gatherings.

Others display their oversized purchases as conversation starters before eventually surrendering to reality and dividing the spoils among friends.

The pricing on these supersized treats reflects their novelty status, often costing significantly more per ounce than regular versions. Still, the experience and entertainment value justify the premium for most shoppers seeking something beyond ordinary candy store offerings.

American Dream Mall Location That Makes IT’SUGAR Part of a Bigger Adventure

Situated inside American Dream Mall at 1 American Dream Wy Suite G134, East Rutherford, New Jersey 07073, IT’SUGAR benefits from being part of a massive entertainment complex that draws visitors from across the tri-state area. The mall itself functions as a destination rather than just a shopping center, featuring an indoor ski slope, water park, amusement rides, and dining options that turn a simple candy run into a full day of family fun.

Guests often mention IT’SUGAR as one essential stop on their American Dream itinerary, perfectly positioned to refuel sugar levels between attractions.

The location cuts both ways, offering tremendous foot traffic but also presenting challenges that visitors should anticipate. Multiple reviewers warn about parking nightmares, especially on weekends and peak hours, with some reporting it took longer to find a parking spot than to actually shop.

The mall’s popularity means crowds are virtually guaranteed, so patience becomes essential when navigating both the parking structure and the store itself.

For families visiting from South Jersey or Central Jersey, the roughly hour-long drive represents a commitment that reviewers suggest is worth making once or twice a year. The store operates Monday through Thursday from 11 AM to 9 PM, Friday and Saturday from 11 AM to 10 PM, and Sunday from 11 AM to 8 PM, giving flexible options for planning your visit.

You can reach the store at +1 551-213-3744 if you need to confirm hours or ask about specific products before making the trek.

The American Dream location elevates IT’SUGAR from a simple candy store to a component of a larger memory-making experience that families will talk about for years.

Customer Service and Store Atmosphere That Mostly Hits the Sweet Spot

Staff members at IT’SUGAR generally receive praise from customers who appreciate quick billing processes and helpful attitudes when navigating the overwhelming candy selection. Several reviews specifically mention the great staff as a key factor in the store’s success, recognizing that even the most amazing product selection falls flat without employees who enhance rather than hinder the shopping experience.

The team manages the challenging task of monitoring three busy floors while keeping shelves stocked and checkout lines moving efficiently.

However, the customer service picture isn’t entirely sugar-coated, with some shoppers reporting mixed encounters. A few reviews mention waiting several minutes for assistance while employees chatted with coworkers, suggesting that service quality can vary depending on which staff members are working.

The store implemented entrance monitoring during busy periods to control crowd sizes, which some customers appreciated for safety reasons while others found it frustrating when eager to browse.

Cleanliness concerns pop up occasionally in reviews, with mentions of dirty walls and floors that detract from the otherwise magical atmosphere. One particularly concerning observation noted unsupervised bulk candy bins where kids and adults stuck their hands in to grab free samples, creating hygiene issues that might make germaphobes reconsider the build-your-own-bag experience.

Store management would be wise to address these maintenance and monitoring gaps to maintain IT’SUGAR’s reputation.

The overall atmosphere remains fun and energetic despite these occasional service hiccups. Most visitors leave with positive impressions, rating the store four or five stars and declaring their intention to return.

The staff challenges of managing such a large, popular space are real, but IT’SUGAR generally succeeds in creating an environment where candy dreams come true.

Pricing Reality Check That Requires Budgeting for Your Sugar Rush

Love might be priceless, but candy at IT’SUGAR definitely isn’t, and shoppers should prepare themselves for sticker shock if they’re accustomed to grocery store pricing. Multiple reviews acknowledge that the store charges premium prices for its premium experience, with words like “overpriced” and “expensive” appearing frequently alongside otherwise glowing recommendations.

The per-pound pricing on bulk candy adds up alarmingly fast, and specialty items carry price tags that reflect their novelty status rather than their actual candy content.

The value proposition depends entirely on what you’re seeking from your visit. If you view IT’SUGAR as entertainment and an experience rather than just a candy transaction, the pricing makes more sense.

You’re paying for the three-story spectacle, the photo-worthy displays, the rare vintage candies, and the memory-making atmosphere that grocery stores simply can’t match. Families should set clear budgets before entering to avoid conflicts when kids fill bags with expensive imported chocolates.

Some customers mention feeling nickel-and-dimed by charges for shopping bags, with one reviewer noting they discovered the bag fee only when reviewing their receipt rather than being asked upfront. This practice, while increasingly common for environmental reasons, feels particularly irksome when you’ve already spent significant money on candy.

A simple heads-up from cashiers would prevent these minor frustrations from tarnishing otherwise positive experiences.

Despite the high prices, shoppers keep returning and recommending IT’SUGAR to friends, suggesting the experience justifies the cost for most visitors. Smart shoppers treat IT’SUGAR as an occasional splurge destination rather than their regular candy source, making the premium pricing feel more acceptable as part of a special outing rather than routine shopping.