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IT’SUGAR is on a mission to break all the rules

IT’SUGAR isn’t just a candy store -- it’s an experience with bright colors, humor, and loud music. Known for its absurd 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. Since opening its unique brand of a candy store in Coney Island, it’s become a must-visit spot on any Brooklyn day trip to the beach, boardwalk, and amusement district. The sugar-filled emporium features immersive offerings such as a TikTok area and retro and international candy sections that provide sugar enthusiasts of all ages with endless playful and fun-filled entertainment. Among thousands of confections, shoppers will find everything from over-the-top indulgences to quirky candy-themed gifts comprised of featured brands we know and love including Sour Patch Kids, OREO, Pusheen, Tokidoki, and more. The perfect place for a pitstop on a family outing in Brooklyn, this trendy NYC sweet shop has something for anyone in the mood for fun.

1232 Surf Ave, Brooklyn, NY 11224

(718) 265-3021

Sunday: 11:00 AM - 8:00 PM
Monday: 11:00 AM - 8:00 PM
Tuesday: 11:00 AM - 8:00 PM
Wednesday: 11:00 AM - 8:00 PM
Thursday: 11:00 AM - 8:00 PM
Friday: 10:00 AM - 9:00 PM
Saturday: 10:00 AM - 9:00 PM

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