Specialty candy retailer IT’SUGAR is tapping into some toy industry expertise to further build its brand.
Following the addition of industry veteran Ashley Mady as its vice president of brand development last summer, the largest specialty candy retailer in the U.S. tapped Ren Beanie Public Relations to serve as its agency of record. Under the new deal, Ren Beanie — noted for its work with clients, including Basic Fun!, Just Play, and Skyrocket — will manage public relations and influencer campaigns for IT’SUGAR.
“Walking into an IT’SUGAR store is a humorous escape from everyday life. It’s a place where you can laugh out loud, unapologetically treat yourself to outrageous candy, and buy unique gifts all year,” says Ren Beanie Co-President Jen Derevensky. “We plan to highlight this immersive retail experience, while driving in-store traffic and supporting product sales, through multi-faceted campaigns comprised of traditional media coverage, influencer content creation, thought leadership opportunities, strategic partnerships, and more.”
Noted for its retailtainment approach to business, IT’SUGAR is a turnaround story. The company was hit hard due to pandemic-related mall closures and filed for Chapter 11 bankruptcy protection in Sept. 2020. IT’SUGAR emerged from bankruptcy in June 2021, reorganized under owner BBX Capital Corp. and eyeing profitability and growth.
The three-level IT’SUGAR flagship store at American Dream in East Rutherford, New Jersey stands tall as the world’s first candy department store. The 24,000-square-foot store features the world’s first Oreo Café and recently supplied treats for the grand opening of WHP Global’s new Toys “R” Us flagship store in the same mall.
“IT’SUGAR is more than just a candy store, it’s an experience,” Mady says. “Building our brand is a big corporate focus and partnering with Ren Beanie PR will level up our brand awareness, reach a wider customer base, and spread our message to the masses.”
In addition to its massive assortment of candy and sweets, IT’SUGAR also stocks an array of gifts and novelties from Funko, Pusheen, and others.
