IT'SUGAR is a chain of specialty candy and confectionary stores that opened in Atlantic City, New Jersey in June 2006. It was founded by candy veteran Jeff Rubin. Originally working on Wall Street, Rubin returned to work for his family's store, Mr. Bulky Candy and Sweets, near Detroit in 1994. Not long after, he was on vacation with his family in New York City. After visiting FAO Schwarz, he came up with an idea for the mega toy retailer to have a candy department. After meeting with FAO Schwarz's CEO, Rubin was able to start FAO Schweetz. The new venture was successful, but Rubin later left the company with dreams of opening his own: IT'SUGAR! The first location opened in Atlantic City and was met with much success. BBX Capital purchased the brand in 2017, but Rubin still serves as CEO. The largest location opened in East Rutherford, New Jersey in 2019 and it carries more than 10,000 types of candy. Today IT'SUGAR is headquartered in Fort Lauderdale, Florida and there are more than 100 retail locations located throughout the United Stated and Canada. My family and I visited the original Atlantic City location of IT'SUGAR this past summer while we were on a road trip. Conveniently located along the boardwalk, the place is HUGE! As we explored the large space, we saw quite an extensive selection of gummies, cotton candy, sour candies, chocolates, hard candies, lollipops, taffy, chewing gum, fudge, and any other kind of candy that you can think of. They had a lot of newer candies, but they also had a lot of classic varieties that my wife and I enjoyed from our childhood. We decided to make a custom candy and picked out a nice mixture of candies to share with our two boys. If you're looking for any sort of candy, then look no further than IT'SUGAR! read more

See all

Our first time but not our last!! Love this place and all the fun stuff they have! So many varieties of candy and fun things to try! Love the atmosphere with fun music and so much candy around you, it's impossible to have a bad time ! Our favorite thing to do was to walk around the store and look at all of the new and unusual candy like the lollipops with scorpions and the crickets! We decided on our favorite mix of sour patch kids, and my favorite flavor was the watermelon! Service was super friendly, and definitely recommending this place! read more

See all

Great location on the boardwalk, and selection, good variety, plus love the adult candy section

The second time I have been to an ITS SUGAR location. This one was definitely smaller in size. They did have a nice assortment of candies. Prices are high as some of the candies are unique. The asian candy area should also be relabelled. There were a decent amount of yummy goodies here and it brings some life into the mall area that it is a part of. This place is totally a tourist trap, but I would happily go and splurge on some unique candies or sweet products read more

See all

Literally run by the biggest scam artist you will ever come across. Me and my children were visiting the boardwalk on Friday night. It was busy. We stopped in to grab a bag of gummy bears. It was weighed and came to 12.05. When awoke in the morning I looked at my credit card app to double check what was spent as I always do. I noticed they charged me 48.00 even for a $12 bag of gummy bears. I went back to the store to request the proper amount be charged. Not refunded. Only the amount charged. They refused to correct this issue and were absolutely rude about the whole ordeal. Complete scum bags to highest degree! ​ read more

-get a bag and fill it up with anything candy you want -very large selection of candy, sour patch kids are the best -large selection of merch and tchotchkes that can be purchased -friendly employees -clean and well organized store read more

A delicious and sugary sweet and neat shop! You can buy lots of types of candy - many oversized and "other old school" ones. I honestly just like looking around, especially at the funny magnets and mugs. The store is overpriced! read more

This store in on the Boardwalk across from Caesars and is the only (or one of the only) stores in this pier, but it's street level so easy to get to. They have a good variety of classic candy, Japanese candy, gag gift candy (including some rated X stuff that was funny), candy you can buy by the pound, and good holiday sets and giant candy bars. Most of the candy here is more "this would be a cool gift so I'll spend more" rather than "that looks tasty." Like it's a little expensive but some things may make you laugh out loud so you'd give it to someone. If you just have a sweet tooth, it's more fun to look around but maybe not a lot of reasonably priced items. I found a shelf with soon to expire candy, so if you want to munch on something ASAP, look for that. Otherwise it's fun, it's colorful, the lines weren't long, so I think it's a fun store to walk around. read more

IT'SUGAR - Candy Stores Near Me - Atlantic City, New Jersey

See all

I am not a sugar fan, so this visit was more for entertainment purposes only. I was surprised to see the small 'adult' section pretty much hits you in the face when walking in but, hey, I guess this is AC after all. Otherwise, the selection is amazingly huge and everything felt well organized and maintained. If you are a candy fan, then this place would be a must if you are in the area. read more

IT'SUGAR - Yeah, well, they have them here too. - Candy Stores Near Me - Atlantic City, New Jersey

Expensive but love the variety of sweets, salty and merch available. My DD had a blast picking and filling up her baggie. The place was clean and well maintained. Wonderful staff. Highly recommended if you're at the Boardwalk. read more

Still love coming to this store when in AC, have all the candies when I was young. Never leave this store empty handed. read more

See all

[770] Located on the Atlantic City Boardwalk/ mall. The store is a nice size but always packed. Cashier line is always long. Sugar!! If you want to give your kid or even yourself a sugar high then this is your place. We picked up some pop rocks and. $15 2lb gummy bear (don't ask). Tons of cool stuff and large collection of pez candy. I'll definitely be back read more

See all

Call me childish, that's ok. I don't really want to grow up. The candy got my attention enough, but once I got in there and started looking around of course my eyes go to all the funny stuff because life it too short to take it seriously! read more

See all

Google and Yelp both say it opens at 10. Arrived at 930 and waited for them to open as it was our very last stop before leaving town. Employees were inside milling around but refused to acknowledge us as a line of customers grew around the door. We waited well past 10 and they never came to unlock the door so we left. Unsure why it says they're open if they're not, but even more unsure of why the business can't change their hours online, hang a sign in the window, or do me and they other 15 people outside the common courtsey of telling us what time they'd be open. Interesting business tactic. Also, I was in this store multiples times with my vacation mates on earlier days this week and noticed that the candy markup is 3x to 4x online prices. read more

Waited over an hour for breakfast on a Sunday of a group of 5. The food came out and it was not hot. There was about 25 other diners in the restaurant. Will never come here again. Yes it is cute but not worth the wait and the breakfast was not good. Ruined our last day here. Walked in happy and walked out pissed. read more

Normally, I enjoy visiting IT'SUGAR; it's fun and you always find something new to try or an oldie to stock up on that you cannot find anywhere else. However, during this visit, I felt so unwelcome by the employees. I am not sure if they were having an off day, or if they were just excited that it was Friday, but it was noticeable. I couldn't find anyone when I had a question, and when I did find someone, the look in her eyes did not encourage any kind of inquiries. When I came to pay for my items, the cashier was conversing happily with the customers in front of me, but once I approached her, the look of disinterest that came upon her was not lost on me. It was a pretty disappointing experience, and I don't know if I'll want to go back to this particular location. read more

Fun store. If you like candy, novelty items, candy, and more candy, then this is the place for you. They have a large assortment of candy and sweets - some you can get almost anywhere and others are harder to find. There are bulk sizes of certain types as well as candy you can mix and match in a bag if you want. I've been to other locations of It's Sugar, but this is the largest one I've entered with a lot more on the shelves. They have a lot of novelty and gift items as well. From stuffed animals to Hilary/Trump toilet paper, this place has a large selection (candy and otherwise) and most should find something appealing. Some of the items may be inappropriate for younger children, so keep an eye on them. I could've easily bought a lot here. From the candy - and there is enough to make dentists happy - to nice items like the novelty mugs. This location is in Caesar's and has two entrances - one from inside the hotel/resort and the other from the boardwalk. The staff was friendly enough. The prices vary, but being in Atlantic City, the prices of some items are a little higher than they'd be in other locations. A recommended place to visit if you're on the Atlantic City boardwalk. read more

IT'SUGAR - Candy Stores Near Me - Atlantic City, New Jersey

See all

It was great good selection and chokies. I want to go back. Punny things including stuff animals. read more

See all

I was super excited to see this candy store. I think I was drooling. I skipped all the way to the store and hopped down one at a time like I was 5 yrs. old. I wanted to try everything. I settled for these cocktail gummies. I remembered to check in via Yelp and that is when I though Christmas came early. I received a 20% off coupon. After waiting in line the cashier said we don't accept the coupon. I asked if she was serious. While pointing my finger at my Phone displaying in hot red "20% and the Yelp logo I asked why wouldn't you honor the coupon. She proceeds to call her manager. after ending her call she informed me that manager said she can honor the coupon. I asked to speak to manager because I was completely shocked and quite frankly in disbelief especially since my children had only minutes ago made significant purchases. Part II: The manager comes over and I explain my position. The manager was pleasant but then goes on to tell me that It's Sugar has reached several times to YELP to take the coupon down. Hhmmm that puts both of us in a pickle. The store manager ends up giving me 10% instead of 20%. I should have followed my mind and left everything there because I truly felt insulted. If it weren't for the fact that my spouse wanted those gummies the gummies would have waited for another person to come along. Although I like this store, I don't like it enough to return. The prices are marked up almost 10 times what it should cost. Cut store, novelty sweets but definitely not worth visiting this tourist slayer! read more

IT'SUGAR - Jaw Breakers and Sweetness - Candy Stores Near Me - Atlantic City, New Jersey

See all

Every time we visit Atlantic City we stop here. It's definitely overpriced for a lot of candies but you can find some unique things here. I got the mini sour starbursts and they're good but not as sour as I hoped. I also found mini Reese's filled with pieces! They didn't have any resealable bags for their fill by the pound candy which was unfortunate. My mom got two small containers and it was $14 - she should have gotten the $15.99 stuff as much as you can fit container. read more

IT'SUGAR - Candy - Candy Stores Near Me - Atlantic City, New Jersey

Candy store with a lot of retro candy (pop rocks, big league chew, etc), plus large size boxes and bars of candy, like all pink Starburst, Hershey bars, Reese's cups, etc. They also have bulk candy by the pound, gummy everything, chocolate covered nuts... There is also a selection of Harry Potter candy, Bob Ross items (lol), Stranger Things themed items and others. There is also a small section of adult themed candy (think penis pops, gummy cock rings), which I think should be located in a separate adult section with the alcohol infused candy (Jack Daniels, Jose Cuervo). There is a cheerleading competition in town this weekend and every little girl was pulling another over to look at that area. Just not appropriate to me. I would love to buy a lot more candy there but my wallet and waistline can't handle it. read more

See all

Like any store, it was extremely busy. However, I found the infamous "Kracie Poppin' Cookin" and I've never been happier. I've honestly looked absolutely everywhere for this and the fact that they had it in stock is amazing. The cashier was very fast and cleared the line very quickly which was also good. read more

IT'SUGAR - Candy Stores Near Me - Atlantic City, New Jersey

When walking in the front door there is a sign that says Yelp loves us! Ugh, no! The only reason I am giving them two stars is because 1) it's candy so that's always good and 2) the gentleman who helped us on the sales floor was absolutely amazing and I really regret not getting his name! However for starters, they don't take the coupon that they offer on Yelp. Why even have it there if you do not accept this! It's just bad customer service. Also, the sales associate Giovanni, which I am assuming is his name as that is the name on our receipt, should not be rude and talk down to customer who question a coupon that is provided on your businesses Yelp page. I always assumed that sometimes these are updated or maybe things are created in error. A simple sorry we do not accept that is fine. Instead we got we don't take those with an attitude. read more

This place is great! There's so much here you might like. Think of it as a big candy store mixed with a Spencer's gift shop (I guess they're going for a "good for both kids and adults" vibe). If that sounds like right up your alley you'll love to go to Atlantic City and come here! read more

TONS of candy and random other souvenirs/gift type of items available. Lots of fun novelty items can be found. Prices are a little high but acceptable for the selection! You can find things here that you likely won't find anywhere else (except the internet). Pretty large storefront too. read more

See all

It's Sugar is the only bright light in the sad mall attached to Caesars. Maybe it thrives because you can enter from inside and from the boardwalk. Who knows, but I'm glad it's there. It's a little pricey as all it's sugars are but they always have sales and it's really fun to walk around and see all of the unique candy. The store is bright and colorful and the staff that I have encountered is friendly and helpful. They always play loud music too which I think adds to the ambiance as a whole. It's definitely a fun stop on the boardwalk and there's something for everyone to enjoy no matter what your budget. read more

IT'SUGAR - Entrance from Inside mall - Candy Stores Near Me - Atlantic City, New Jersey

Just about all the candy from my childhood is here. Which is good for nostalgia but bad for my teeth. The store is set up nicely like most of these chains but this particular one had the 2nd floor space marked off limits. This is a fair warning for people checking in through the Yelp app. I checked in and received a 20% discount alert through the Yelp app. I showed it to the cashier and she called over the manager. He said they don't honor the discounts through Yelp. SMH read more

Third sugar store I been to....and what can I say I like my candies... They sell mainly over priced sweets... Sweets where you can get for half the prices in your local drugs store... But what normal person can resist the temptation of a huge candy store enterprise... I came in here to check the area out the store is quite big there is so many types of sweets, stuffed animals, acessiores , and random nick necks that women/girls put in there bags... There is about three people working there...when I came I felt like I was the only person shopping here...which is fine more space for me... Checked out there king size candies..such as candy bars and gummy bears...I wonder who can finish all that... I would never ever purchase kings size candies...that's like insane... I like the decor...cute colors everywhere... Many bag it yourself candies or unique candies from other areas...that's pretty exciting... This store is located inside the mall ...check it out! read more

IT'SUGAR - Hello man! - Candy Stores Near Me - Atlantic City, New Jersey

To say that I am not a fan should in no way discourage others from checking out this very cool shop that is located in the Pier shops at Caesars. My allegiance is to the chocolate gods, and this business is focused more on other sugary treats. We had a fun time strolling through this large space, and seeing many obscure and better known candies. There is certainly something here for almost anyone, and children would most likely have to be forcibly pulled out at some point. Prices are a bit higher on some items, but that being said you will also encounter things you did not even know exist. Take for example the box of Schweddy balls( made famous in Alec Baldwin's skit on SNL). I am still kicking myself for not taking a photo or buying that.3.75 diabetes by proxy Yelps read more

Walking in here I get the feeling it is the Macy's of candy stores. Candy products of all types everywhere. Hard candies, to gummi worms, to sour patch kids, to gumballs, to pixie sticks, to jelly beans, to everything sweet and sugary. Their selection is immense. You can find old time candies, and hard to find noverties, to today's favorites. There are candy sculptures, walls of Pez dispensers, to even an adults only section. Can get a bit pricey, especially if you lose control and start buying up half the store. Weekends here can be a crowded mess, and annoying. Tons of candy, pop tunes playing over the speakers, and a fun place to buy some of your favorite sweets. Definitely drop by if walking on the AC boardwalk to check it out. read more

Pros: This is always a pit stop when I visit AC, since they have one of the largest selections of Jelly Belly beans I've ever seen (I'm a large fan of the popcorn-flavored ones). They also have a large selection of throwback candy, novelty items, and pretty much anything else candy-related. The staff was nice and generally welcoming. Cons: I took off one star because I felt that the prices were a bit steep. The plush items cost way more than I would expect. read more

IT'SUGAR - Candy Stores Near Me - Atlantic City, New Jersey

Candy, lots of candy. This is filled with all kinds of random candies that don't regularly fill your grocery, from the coconut M&M's to the gummy candies from Japan and giant gummy bears, 8-oz. Reece's Pieces Cups, and tons of Jelly Belly's and M&M flavors and merchandise. Not as much just regular candy. That being said, don't touch the jelly-bean created elephant up front... looks like they're deteriorating (sugar can't last forever apparently.). $2 for a bottle of water... oddly enough, the only thing I bought here. But plenty of candy and things for the people who love their sweets. The ads are all one woman eating candy in various poses. read more

This place is super cute. They sell almost anything. But they mostly focus on candy - lots and lots of candy from chocolates to every thing your little mind can imagine. They also even sell retro candy you can't find elsewhere. It's insane in here usually with loads of customers but it's definitely one of my pit stops when I'm going to the Pier Shoppes. read more

This place is a wonderland! There is so much to chose from, plus its more then just candy, they have shirts, bags, towels, everything! You can even make your own candy bar, if you have time to wait and have the cash its def worth doing. If you just wanna pick and choose that's ok too, because they have everything. Old candy new candy, candy you have never even heard of! This is the best place to get souvenirs for people back home. Or just something yummy to stuff you face with. Cons: It can get really crowed really quick. The space is big, but filled with stuff, you can turn around without almost knocking something over. read more

IT'SUGAR - The walls of Its Sugar - Candy Stores Near Me - Atlantic City, New Jersey

See all

WHAT THE BIG KID AM I DOING IN HERE! Lol..just down memory lane and going insane...they had the cigarette candie where you can blow fake smoke brings back good times...I expected a boost in price on things since we are in Atlantic City ...took the star off because at first glance I thought this was the sugar factory, was kind of confused a bit...a little browsing around came out with a little beanie baby piggie with glitter eyes for my love, and other things..place is pretty pricey but you get memories from the past with the candies and the over sized ones that make you go wowwwww look at that big giant gummy bear lol read more

Are we in candyland. The biggest candy store I've ever been in. They have so much variety of candies and some cool merchandise. I was very tempted to buy the largest Snickers bar, I've ever seen. Your stop for having the biggest sugar rush of your life. You have been warned. read more

IT'SUGAR - Biggest Rice Krispies treat I've ever seen. Yum!! - Candy Stores Near Me - Atlantic City, New Jersey

See all

Nothing against its employees or the style of the store, both are wonderful. This review is based off the price of the items they're selling. Got a giant box of Swedish fish that was on sale from $24 to now $16. Sounds like it may actually be decently priced now, so I thought. After getting home I open then box only to find out that it contains a smaller bag in it that can be purchased at Walmart for less than $6. They wrap cheap goods in their special boxes to trick people into thinking they're getting more. Also if you don't know Swedish fish sells two sizes, the large fish, and the minis. The box doesn't clarify that it contained the minis. read more

IT'SUGAR - The box from It' Sugar (on left) and the bag that came inside (on right) - Candy Stores Near Me - Atlantic City, New Jersey

I adore candy stores, whether they have 4 walls or are on wheels. This store has a nutso selection (gummies are my favorites :D) and interesting displays. The huge elephant made of jelly beans was worth a few pictures~ Its fun, smells of sugar and the colors will blind you. Good pit stop to refuel on sugarrrrr :) read more

This is such a fun store! Very kid friendly but they do have an adult section for bachelorette parties, game night, or date night if you know what I mean. Everything is edible so if your kid picks up a pack of cigarettes, relax mom it's just candy. You may find a lot of old snacks and can't from like the 80s and 90s. But if you have a sweet tooth and some cravings, definitely check out this place. read more

I love this store! Super sweet treat for adults and kids alike. I have been coming here since I was a child and now I get to bring the little ones in my family here as well. For the style of the store, the candy is fairly priced. Sure, can get a little expensive but it is an experience that is well worth it for an every now- and- then trip. Highly recommend stopping in. read more