New-to-Las Vegas edgy sugar shop opens at Town Square

LAS VEGAS (February 1, 2010) - The newest evolution of candy stores is satisfying the sweet tooth of Town Square shoppers. IT’SUGAR, which opened at the center on January 29, is home to the world’s largest five-pound gummy bear and a signature chocolate bar made of chocolate and Pop Rocks. The edgy shop is continually pushing the envelope with creative candy inventions.

IT’SUGAR, founded by candy veteran Jeff Rubin, who introduced the original Dylan’s Candy Bar in New York, features 3,000 different candies. The mix of sweets spans the gamut from Emergency and Dechox Chocolate Bars to nostalgic candies such as Fruit Stripe Gum, Zots, Bit O Honey and Vanilla Charleston Chews. For an extra bit of sugar, indulge in the sugar and spice items such as a gummy bra, a strip chocolate board game and more.

“IT’SUGAR picks up where the bulk candy stores leave off and takes the overall sweets experience to the next level,” said Jeff Rubin, whose family pioneered the development of the traditional bulk candy stores.

The shop at Town Square is the 15th location for the Boca Raton, Fla.-based company. Candy is displayed in decadent bowls throughout the store, which also sells candy-themed gifts and apparel. 


“We identified Las Vegas as our next location for IT’SUGAR because the city has a remarkable energy and excitement that fits with our hip, edgy concept,” Rubin said. With its local appeal and variety of stores and restaurants that cater to all demographics, Town Square is an ideal place to launch a brand in a new market.”

Rubin is no stranger to launching brands. In 1995, he created FAO Schweetz, the candy departments located within the FAO Schwarz toy stores. Prior to creating the IT’SUGAR brand, Rubin partnered with Dylan Lauren, daughter of famed designer Ralph Lauren, to create Dylan’s Candy Bar, a 10,000-square-foot candy emporium in New York City.   

IT’SUGAR at Town Square is open from 10 a.m. until the last sweet tooth is satisfied. The first store opened at Caesars Palace in Atlantic City in 2006.  The brand has 14 other locations, including three in the United Kingdom. For more information visit www.itsugar.com.