Candy Land comes to life with a new immersive store in NYC
New York — Candy Land’s colorful path is leading off the game board and into Manhattan. Opening this November, Candy Land NYC will invite visitors to explore candy-themed realms, shop for sweets and finish their journey at the Candy Castle.
Following the massive success of “Barbie” in 2023 and hot on the heels of “Matchbox the Movie” (now streaming on Apple TV), nostalgic toys are enjoying popularity with a whole new audience. While Barbie and Matchbox are Mattel brands, Candy Land belongs to rival toymaker Hasbro, which is bringing its own childhood classic into the real world.
Arriving in New York City this holiday season, Candy Land NYC is a first-of-its-kind immersive retail candy experience.
Developed by Hasbro and experiential retail experts Event Network, Candy Land NYC will give shoppers the chance to step into the game’s candy-filled world.
“For generations, Candy Land has sparked joy, wonder, and nostalgia,” said Larry Gilbert, CEO of Event Network. “We’ve created the first Candy Land store in the United States—an immersive experience that celebrates the beloved game, delights longtime fans, and introduces new audiences to its enduring magic.”
What to expect at Candy Land NYC
When shoppers enter Candy Land NYC, they’ll become real-life players on the life-sized board, following the game’s path through the store, including the Candied Apple Orchard, Gummy Mountains, Chocolate Caves, Lollipop Forest, and Ice Cream Beach before reaching (what else?) the iconic Candy Castle featuring swirled ice cream turrets and oversized lollipops.
All along the way guests can create a personalized selection of sweets and treats, from nostalgic candies to toys, souvenirs, collectibles, and apparel themed to the Candy Land realms.
“We’re always looking for new ways for fans to experience the brands they love, and Candy Land NYC is a great example,” said Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music at Hasbro. “We can’t wait for families to walk the path, reach the castle and leave with a bag full of treats.”
Nearby NYC experiences
Candy Land NYC will be located just a short walk from Rockefeller Center, where you can see New York’s famous 76-foot-tall Christmas Tree and ice skating rink.
Photo by Samantha Davis-Friedman
Nearby is the equally famous FAO Schwarz toy store, featuring the Jellycat Diner, which serves an exclusive menu of Jellycat Amuseables plush food items, including Breck Hot Dog, Cristuff Pizza, McKenna Burger, and Rustic Fries (reservations are required). Don’t miss the giant piano from the movie “Big” upstairs (and yes, you can play it).
Photos by Samantha Davis-Friedman
Theme Park fans will recognize 30 Rockefeller Plaza as the inspiration for Race Through New York Starring Jimmy Fallon at Universal Studios Florida. This is also where Saturday Night Live is filmed (find out how to get tickets here).
High above the Manhattan skyline, Top of the Rock offers 360-degree views of the Big Apple, as well as The Beam experience, which lifts brave guests 12 feet above Top of the Rock on a 180° rotating beam.
Photo courtesy of Rockefeller Center
Fun Fact: The awe-inspiring photo op is inspired by the 1932 photograph, Lunch Atop a Skyscraper.
Know before you go
Candy Land NYC will be at 1335 Avenue of the Americas in Midtown Manhattan (adjacent to the New York Hilton Midtown).
The store will be open Monday-Thursday from 10 a.m. to 7:30 p.m., Friday and Saturday from 10 a.m. to 8:30 p.m., and Sunday from 10 a.m. to 6 p.m. There is no admission cost.
Candy Land NYC is scheduled to open in November 2026; an exact opening date has not been announced. Attractions Magazine has contacted representatives for additional details and will update this article when more information becomes available.
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