​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.