IT’SUGAR Opens Second Store On Vegas Strip

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Las Vegas —  Yesterday specialty retailer IT’SUGAR, with the help of actress Melissa Joan Hart, cut the ribbon on a more than 6,000-square-foot store in the heart of the Las Vegas strip, across from the famous Fountains of Bellagio water show.

The grand opening also featured a one-of-a-kind Nerds activation featuring a giant brand character display made out of Big Chewy Nerds. Keeping with the theme, Hart lead a discussion about “Nerding out” with fun facts about the brand and its characters, according to the specialty retailer.

“Our brand lives at the intersection of attitude and fun, and we couldn’t think of a better place that exudes those attributes more than Las Vegas,” Jeff Rubin, IT’SUGAR Founder and a 2018 Candy Hall of Fame inductee, tells Candy & Snack TODAY. “It checks all of our boxes. Everyone going to Vegas wants to have fun, and we are all about fun. Shoppers will see things they have never seen before from the confectionery industry.”

In addition to exclusive items from some of the industry’s biggest brands, the new location will feature a 40-foot tall gumball machine entrance that lights up and changes color with the seasons.

“We wanted an iconic feature at the front entrance since we are right on the strip and want to wow Las Vegas Boulevard,” Rubin says. “Everything should be big and over the top in Vegas and no one will be able to miss this.”

He adds replicating a gumball machine to that size presented a number of challenges ranging from how to actually construct the oversized globe and gum pieces to dealing with permits from the city of Las Vegas.

“When the people of Vegas, who have built some of the most iconic and thematic features in the world, are challenged by creating this enormous fixture you know you’ve stumbled upon something special,” Rubin says. “They probably would have preferred some lollipop trees, but we had much grander plans.”