IT'SUGAR American Dream - Image 1
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IT'SUGAR American Dream

4.5
·232 reviews·East Rutherford, United States

A three-story candy wonderland at American Dream, featuring thousands of sweets, novelty gifts, and unique attractions like a Guinness World Record ne...

Highlights

Must-see attractions

Social content

Social

From TikTok & Reddit

Best Time

Weekday mornings

Fewer crowds, more relaxed

CrowdLow
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IT'SUGAR American Dream - Image 1

IT'SUGAR American Dream

Best Time

Weekday mornings

Fewer crowds, more relaxed

CrowdLow

Highlights

Must-see attractions

A three-story candy wonderland at American Dream, featuring thousands of sweets, novelty gifts, and unique attractions like a Guinness World Record necklace.

4.5
(232 reviews)

"This place has wide variety of all chocolate candies, and gummy’s .. kids really go crazy looking at different flavors."

Vertical photo
TIP

👟 Wear Comfy Shoes!

With three levels of candy exploration, comfortable footwear is a must for navigating this sweet wonderland.

📸 Capture the Sweetness

Don't forget your phone or camera! The store's vibrant decor and unique displays are perfect for photos.

Third hero image

Highlights

Discover the most iconic attractions and experiences

Three-Story Candy Wonderland

Three-Story Candy Wonderland

Entire store

Immerse yourself in a colossal candy store with over 22,000 square feet of sugary delights across three levels.

Instagram+1
Guinness World Record Candy Necklace

Guinness World Record Candy Necklace

Display area

Marvel at the mile-long candy necklace, a certified Guinness World Record holder, for a truly unique photo opportunity.

Instagram
Kosher Candy Section

Kosher Candy Section

Designated area

Discover a dedicated section featuring a wide variety of kosher candies and chocolates, catering to specific dietary needs.

TikTok
Statue of Liberty Entrance

Statue of Liberty Entrance

Store entrance

Snap a photo with the impressive Statue of Liberty replica at the entrance, a fun and iconic photo op.

Reddit
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Planning Your Visit

Prepare for Sweet Overload

IT'SUGAR at American Dream is a multi-level candy paradise! Expect a dazzling array of sweets, from classic favorites to novelty items. It's a visual feast, so bring your camera and your sweet tooth. Be ready for crowds, especially on weekends, as this spot is a major draw for families and candy enthusiasts alike. Instagram

Navigating the Candy Kingdom

This massive candy store spans three floors, so wear comfortable shoes! While billing is generally quick, some visitors note that the cleanliness of candy jars could be improved, with hands sometimes going directly into the bins. Reddit+1 Consider bringing your own bag if you're trying to avoid extra charges. Reddit

Best Times

When
Weekday mornings
Why
Fewer crowds, more relaxed
Crowd
Low
When
Weekday evenings
Why
Post-work rush subsides
Crowd
Medium
When
Weekends (early)
Why
Beat the peak rush
Crowd
High

Insider Tips

from TikTok, Instagram & Reddit

@itsugar @americandream (East Rutherford NJ) The kids and anyone with a #sweettooth will love this place! They even have sections devoted to kosher candy 🍫🍬🍭 Give a like if this is your favorite place at the American Dream mall! @lchaimamericandream #koshercandy #kosherchocolate #americandreammall #koshernewjersey
koshertravelsnj
17 likes • 1.3K views

👟 Wear Comfy Shoes!

With three levels of candy exploration, comfortable footwear is a must for navigating this sweet wonderland. Instagram

📸 Capture the Sweetness

Don't forget your phone or camera! The store's vibrant decor and unique displays are perfect for photos. Instagram

🍭 IT’SUGAR AT THE AMERICAN DREAM MALL 🤩 Ever dream of a department store made of all things sweet and candy?! The American Dream location is three stories tall and has over 22,000 square feet of space featuring all the trendiest, over the top sweets! 📍 IT'SUGAR, American Dream, 1 American Dream Way, East Rutherford.
ahugandquiche
93 likes • 829 views
A trip to It'sugar American Dream Mall Eat Rutherford NJ
kidznkaos
4 likes • 22 views

💰 Bag Fees Exist

Be aware that a small fee may be charged for bags. Ask before they assume you want one. Reddit

⚖️ Weigh Your Options

Candy is priced by weight, so keep an eye on how much you're filling your bag to manage costs. Instagram

Check out my fun finds from It’Sugar at American Dream! And yes, that’s an OREO Cafe on the top floor! 😍🤤 @itsugar #itsugar #candystore #americandreammall #kidult #kidults #eastrutherford #eastrutherfordnj #njfun #njbloggers #candylover #candylovers
thejerseymomma
0 likes • 659 views

Tips

from all over the internet

👟 Wear Comfy Shoes!

With three levels of candy exploration, comfortable footwear is a must for navigating this sweet wonderland. Instagram

📸 Capture the Sweetness

Don't forget your phone or camera! The store's vibrant decor and unique displays are perfect for photos. Instagram

💰 Bag Fees Exist

Be aware that a small fee may be charged for bags. Ask before they assume you want one. Reddit

⚖️ Weigh Your Options

Candy is priced by weight, so keep an eye on how much you're filling your bag to manage costs. Instagram

🧼 Hygiene Check

Some visitors note that candy jars aren't always supervised. Be mindful of hygiene when selecting treats. Reddit

What Travellers Say

4.5
(232 reviews)

Reviews Summary

IT'SUGAR at American Dream is a visually stunning, multi-level candy store offering an immense variety of sweets. Visitors love the sheer scale, unique items like the Guinness World Record necklace, and the fun atmosphere, especially for kids. However, some note concerns about cleanliness in candy bins and mixed customer service experiences, with prices also being on the higher side.

"Conveniently located inside American mall.. fantastic, decorations, and ambience.. just love their entrance, which Statue of Liberty and it’s surely a photo op place . Parking in the small is a big headache and also time-consuming, especially on weekends and peak hours… the mall is slightly away from South Jersey and Central Jersey within an hour drive.. It’s still worth a visit once in six months…

This place has wide variety of all chocolate candies, and gummy’s .. kids really go crazy looking at different flavors of chocolates which you generally don’t get outside.. there are some weird ones too like the urine chocolate.. a slightly pricey, but it’s OK once in a while… service could be better.. billing was quick.. really a nice place to visit if you go to the American dream mall.. good experience overall.. 4 stars . ⭐️⭐️⭐️⭐️"

Raj S

"Good variety of products!
Side note: They charged us for the bag to put our purchase. And I know, it’s probably just a few cents, but I think it’s more polite to ask if you agree with it rather than fin out that they just assumed you did when reviewing the ticket."

Diana Sánchez

"My Kids love love love this place! The bedt candy selection ever...lots of old skool candy - loved our visit today."

Noemi Crespo Rice

What People Like

Massive candy selection
Fun, colorful atmosphere
Unique novelty items

What People Dislike

Cleanliness concerns
Higher prices
Mixed customer service

Frequently Asked Questions

🚇 🗺️ Getting There

IT'SUGAR is located within the American Dream mall in East Rutherford, NJ. You can reach the mall via car, with ample parking available (though it can be a headache on weekends). Public transportation options include NJ Transit buses that stop at the mall. Reddit

Parking at American Dream can be challenging and time-consuming, especially during peak hours and on weekends. Arriving early or on a weekday is recommended. Reddit

Depending on the hotel's proximity, walking might be an option, but the American Dream mall is a large complex. It's best to check the specific location of your accommodation and consider ride-sharing services or public transport for convenience. Reddit

NJ Transit buses are a primary public transport option to American Dream. Check their schedules for routes serving the mall from various locations in New Jersey and New York. Reddit

As IT'SUGAR is located within the American Dream mall, which is generally accessible, the store itself should accommodate strollers and wheelchairs. However, navigating the three levels might involve elevators. Instagram

🎫 🎫 Tickets & Entry

No, IT'SUGAR is a retail store within the American Dream mall, and there is no admission fee to enter. You only pay for the candy and merchandise you purchase. Instagram

IT'SUGAR generally follows the operating hours of the American Dream mall. It's best to check the official American Dream website for the most up-to-date hours, as they can vary. Instagram

While specific events aren't widely advertised, IT'SUGAR often has seasonal displays and promotions. Following their social media or checking in-store signage is recommended. Instagram

Yes, IT'SUGAR typically offers gift cards, which make for a great present for any candy lover. You can usually purchase these in-store or on their website. Instagram

There is no entry fee to access the American Dream mall itself. You only pay for attractions, shops, and dining within the mall. Instagram

🎫 🍭 Onsite Experience

IT'SUGAR offers an immense variety, including classic candies, novelty sweets, oversized treats, chocolates, gummies, and even some unique flavors like 'urine chocolate.' InstagramReddit+1

Absolutely! IT'SUGAR is a dream destination for kids, with its colorful displays, vast selection, and fun atmosphere. It's a major attraction for families visiting American Dream. TikTokInstagram

IT'SUGAR at American Dream features a mile-long candy necklace that holds a Guinness World Record. Instagram

Reviews on customer service are mixed. Some visitors report quick billing, while others mention rude employees or a lack of attention from staff. Reddit+1

Yes, the store is highly photogenic, from its Statue of Liberty entrance to its massive candy sculptures and displays. Instagram+1

🍽️ 🍽️ Food & Dining

Yes, IT'SUGAR at American Dream has an Oreo Cafe located on the top floor, offering a sweet treat experience centered around Oreo products. Instagram

The American Dream mall boasts a vast array of dining options, from fast food to sit-down restaurants, so you'll have plenty of choices before or after your candy shopping. Instagram

While it's a candy store, it's generally expected that you purchase candy before consuming it. Some visitors have observed people eating directly from the bins, which is not ideal. Reddit

IT'SUGAR can be a bit pricey, with candy often sold by weight. While it's a fun experience, be mindful of your spending. Reddit

While the focus is on sugary treats, IT'SUGAR may have a limited selection of sugar-free candies. It's best to check in-store for specific options. Instagram

📸 📸 Photography

Yes, photography is generally allowed inside IT'SUGAR. The store's vibrant and unique displays make it a popular spot for photos. Instagram+1

The Statue of Liberty entrance, the Guinness World Record candy necklace, and the colorful candy displays on each level are prime photo opportunities. Instagram+1

For professional photoshoots, it's advisable to contact IT'SUGAR or American Dream management beforehand to inquire about their policies and any potential fees. Instagram

While generally permitted, be mindful of other shoppers and avoid blocking aisles. Flash photography might be discouraged in certain areas. Instagram

Any device capable of capturing vibrant colors and good detail will work well. A smartphone with a good camera is usually sufficient for most visitors. Instagram

For Different Travelers

Tailored advice for your travel style

👨‍👩‍👧 Families with Kids

IT'SUGAR is an absolute must-visit for families with children! The sheer size and vibrant displays across three floors are guaranteed to captivate young imaginations. Instagram+1 Kids will be mesmerized by the endless rows of colorful candies, oversized treats, and fun sculptures. It's a place where they can truly indulge their sweet tooth and create lasting memories. TikTok

Pro-tip for families: Go on a weekday to avoid the biggest crowds and make navigating the store with little ones easier. Be prepared for the 'pick-your-own' candy sections, which can be a highlight but also require supervision to ensure hygiene. Reddit Consider setting a budget beforehand, as candy is sold by weight and costs can add up quickly. Instagram The Statue of Liberty entrance also provides a fun photo opportunity for the whole family! Reddit

🍬 Candy Enthusiasts & Collectors

For serious candy lovers, IT'SUGAR is a treasure trove. The store boasts an incredible variety, including many classic and hard-to-find candies that collectors will appreciate. Reddit The sheer volume of options, from bulk gummies to specialty chocolates, offers a unique shopping experience. Don't miss the chance to see the Guinness World Record candy necklace, a true marvel for any candy aficionado. Instagram

Insider tip: Explore all three levels thoroughly, as different sections might house unique finds. If you're looking for specific or unusual flavors, this is the place to explore. Be prepared for the pricing, which can be on the higher side, but often justified by the novelty and selection. Reddit

📸 Instagrammers & Photo Lovers

If you're looking for visually stunning content, IT'SUGAR is your spot. The store is a riot of color and creativity, offering countless photo opportunities. From the iconic Statue of Liberty entrance to the whimsical candy displays and the Guinness World Record necklace, your camera roll will be full. Instagram+2

Best photo spots: The entrance, the Guinness World Record display, and any of the large, creatively arranged candy displays. The three-story layout also provides different angles and perspectives. Consider visiting during off-peak hours for clearer shots without too many people in the background. Instagram

Deep Dives

In-depth insights and expert knowledge

Exploring the Three Levels of Sweetness

IT'SUGAR at American Dream is not just a store; it's an experience spread across three expansive floors. Each level offers a unique journey through the world of candy. From the moment you step inside, you're greeted by vibrant colors and towering displays that create a whimsical atmosphere. The sheer scale of the store is impressive, with over 22,000 square feet dedicated to satisfying every sweet craving. Instagram+2

Navigating these levels is part of the adventure. You'll find everything from classic nostalgic candies to the latest novelty sweets. Keep an eye out for the impressive candy sculptures and themed sections that make each floor distinct. The Guinness World Record candy necklace is a must-see, often prominently displayed. Instagram Remember to wear comfortable shoes, as you'll likely be doing a lot of walking and exploring to take it all in. Instagram

Beyond the candy itself, IT'SUGAR also offers a range of apparel, accessories, and novelty gifts, often with a sweet or quirky theme. The Oreo Cafe on the top floor provides a perfect spot to refuel and enjoy some Oreo-themed treats after your candy exploration. Instagram This multi-faceted approach ensures there's something for everyone, making it a destination for both serious candy connoisseurs and families looking for a fun outing.

Navigating Crowds and Cleanliness

As a major attraction within the popular American Dream mall, IT'SUGAR can get quite crowded, especially on weekends and during peak shopping seasons. Visitors often mention the challenge of parking and the general busyness of the mall. Reddit To make your visit more enjoyable, consider going during weekday mornings or early afternoons when crowds are typically thinner. This allows for a more relaxed browsing experience and easier access to popular displays. Instagram

While the store's visual appeal is undeniable, some reviews point to areas where cleanliness could be improved. Specifically, concerns have been raised about the supervision of candy jars, with some visitors observing people directly handling the sweets. Reddit This is something to be aware of, especially if you have young children. Bringing your own hand sanitizer or being extra vigilant when selecting items can help mitigate these concerns. Reddit

Despite these potential drawbacks, the overall experience at IT'SUGAR is often described as fun and memorable. The sheer variety and unique offerings make it a worthwhile visit for candy lovers. By planning your visit strategically and being mindful of the store's conditions, you can maximize your enjoyment of this sweet destination. Reddit+1

The Unique Appeal of IT'SUGAR

IT'SUGAR distinguishes itself not just as a candy store, but as an immersive experience. Its massive scale, spanning three floors and over 22,000 square feet, sets it apart from typical candy shops. Instagram+1 The store is designed to be visually stimulating, featuring not only vast quantities of candy but also impressive sculptures and themed areas that create a playful, almost carnival-like atmosphere. This makes it a destination that appeals to both children and adults looking for a fun and memorable outing. Instagram

The inclusion of unique attractions like the Guinness World Record mile-long candy necklace adds an element of novelty and wonder. Instagram Furthermore, the store caters to diverse needs with features like a dedicated kosher candy section, demonstrating an effort to be inclusive. TikTok The presence of an Oreo Cafe on the top floor further enhances the experience, offering a dedicated space for indulgence and relaxation within the candy wonderland. Instagram

This combination of scale, visual spectacle, unique record-holding items, and thoughtful inclusions like the kosher section and cafe, solidifies IT'SUGAR's reputation as more than just a place to buy sweets. It's a destination for entertainment and a celebration of all things sugary, making it a popular stop for visitors to the American Dream mall. Instagram

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