Ren Beanie PR named go-to agency for IT’SUGAR • The Toy Book

Left: IT’SUGAR at American Dream © Frank Oudeman | Source: Ren Beanie/The Book of Toys

Specialty candy retailer IT’SUGAR is leveraging some toy industry expertise to further grow its brand.

Following the addition of industry veteran Ashley Mady as Vice President of Brand Development last summer, the largest specialty candy retailer in the United States has tapped Ren Beanie Public Relations for him. serve as a reference agency. Under the new deal, Ren Beanie – known for his work with clients including Basic Fun!, Just Play and Skyrocket – will manage public relations and influencer campaigns for IT’SUGAR.

“Entering an IT’SUGAR store is a humorous escape from everyday life. It’s a place where you can laugh out loud, shamelessly treat yourself to outlandish candy, and shop for unique gifts year-round,” says Ren Beanie Co-Chair Jen Derevensky. “We plan to showcase this immersive retail experience, while driving in-store traffic and supporting product sales, through multi-faceted campaigns including traditional media coverage, influencer content creation , thought leadership opportunities, strategic partnerships, and more.”

Noted for its business approach to retail, IT’SUGAR is a turnaround story. The company was hit hard due to pandemic-related mall closures and filed for Chapter 11 bankruptcy in September 2020. IT’SUGAR emerged from bankruptcy in June 2021, reorganized as owner BBX Capital Corp. and aims for profitability and growth.

American Dream’s three-level IT’SUGAR flagship store in East Rutherford, New Jersey is the world’s first major candy store. The 24,000 square foot store is home to the world’s first Oreo coffee and recently provided treats for the grand opening of WHP Global’s new Toys “R” Us flagship store in the same mall.

“IT’SUGAR is more than just a candy store, it’s an experience,” says Mady. “Building our brand is a big priority for the company and partnering with Ren Beanie PR will increase our brand awareness, reach a wider customer base and spread our message to the masses.”

In addition to its extensive assortment of sweets and treats, IT’SUGAR also offers a range of gifts and novelties from Funko, Pusheen and others.

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