Candy for Grown-ups – The New York Times

When 34-year-old Robin Blair Davidson was envisioning a beauty for his New York City apartment two years ago, his eyes wandered over a bowl of candy on his desk.

“I then realized that I should fill my walls with pieces that make me as happy as a bowl full of candy,” Ms. Davidson said.

Today, Ms. Davidson’s home features a custom-made desk with yellow, blue and pink candy dots; Its walls are covered with candy-themed art; He has a huge tub of double bubbles; And its display shelves feature rare vintage candy in its original packaging.

She has incorporated her candy passion into her art and also sells candy dishes, puzzles, phone cases and a range of prints featuring candy that says: “Warn Sugar High.”

“At the end of the day, a sugar lasts a moment while my artwork lasts a lifetime,” Ms. Davidson said.

Slowly but surely, Candy – a children’s award, dentists’ mourning, and already being marked down from Valentine and for Easter – is a brand expanding.

Candy retailer It’s Sugar, which was founded in 2004 and now has more than 100 locations in the United States, opened a store in mid-December in Oakbrook Center, Illinois, featuring Swedish fish-shaped stuffed animals, Reese’s socks, Opos are backpacks. And Sour Patch Kids Candles.

“Our core Gen Z consumers have truly evolved from loyal shoppers to true fanatics,” said Daniel Piedle, brand manager of Sour Patch Kids. “Fantasy is real: they’re coloring their hair and inspiring their nails with South Patch Kids candy colors.”

The goods are just one more way for these fans to engage with their favorite candy brand, Ms. Frid said.

M & M’s World and Hershey’s own brand person with long animated M & Ms and giant squishy kisses chocolate plush toy.

But the sweetness has also reached the upper level of luxury. Prada clones the smell of caramel (with a hint of oysters and iris) in his Candy Eau de Parum; Jimmy Choo created a $ 895 “candy ornate crossbody” bag made of crystal dots such as candy dots; And Irene is of Neuwirth A kind of beaded candy necklaceMade of 18K yellow gold, priced at $ 16,520

“For many, there is an intangible magic and social currency associated with these products that rests on indifferent experiences,” said Christopher Gindlesperger, senior vice president of public affairs for the National Confectioners Association in Washington. “Chocolate and candy companies have created it to cater to consumers of all ages where they want to meet: with merchandise that captures the fun and unique nature of brands being sold in retail stores of all types. “

At the Sauer Patch Kids shop – the first of its kind – which opened this summer on Low Broadway, merchandise sales amount to about 40 percent of total sales, Ms. Frid said. The most popular items are a themed pillow, plush “stuffed kids” that can fit inside the pillow, and a Kids Funco pop.

The company said Dylan’s Candy Bar has about a dozen locations worldwide after 20 years of business. It has worked on products with underwear brands Williams Sonoma, McLaren Baby and Hankey Panki.

“When we were designing the store, we knew we wanted to feel like you’re stepping into the world of candy, so another fun for different department of goods, PJ’s, pillows and shopping within the store The element is created. ” Shoppers Dylan Lauren, founder and CEO of Dylan, reach out frequently for donut and candy button pillows, sprinkles notebooks and candy spill robes, Ms. Lauren said.

Lou Ann Williams, Global Insights Director at Innova Market Insights, which analyzes data in the food and beverage industry, believes candy merchandise is suddenly succeeding because of how it pops up on social media.

Consider the impressed Jojo Siwa, who debuted her new Los Angeles-suburb bedroom on TikTok in February, featuring a frill-decorated vanity and desk, scented candy-shaped pillows, a candy dispenser headboard and £ 4,000 More candy was showing.

Nostalgia is also a factor, Ms. Williams said. Perhaps being asked to effectively “stay in our room” for quarantine makes Americans feel like children?

If so, it was Sugar Presentation, which began making merchandise exclusively with the candy brand in early 2020. Now, Indibles make up about 20 percent of the store’s total inventory and sales, said Justin Klinger, director of design and licensing for the company. Are quite high.

It is like the customers named Candy Marlow who are driving these sales. Ms. Marlow, who is in her 40s, already owns three candy-shaped pillows, and her entire wardrobe is constructed from candy-inspired apparel. All her jewels look like candy.

Ms. Marlowe worked as a corporate trainer and instructional designer, but Taffy’s pull proved too strong to resist. He started a candy vlog, Ms. Candy Media, And began making their own candy fashions in 2014 with bonbin headpieces and candy couture outfits. In 2020, Ms. Marlow began selling sprinkles-coated headbands and crowns.

“Everyone loves candy, but not everyone can or wants to eat it,” Ms. Marlow said. “But everyone can consume the product by consuming the goods.”

Source link

Leave a Comment