A life-sized version of the classic board game is coming to Midtown Manhattan this November, as Candy Land NYC prepares to open its doors next to the New York Hilton Midtown at 1335 Avenue of the Americas. The immersive retail experience, built around the 1949 Hasbro game that has sold more than 75 million copies, promises to turn shoppers into literal game pieces as they wind through a store designed like the board itself.
The concept comes from Event Network, which developed Candy Land NYC under license from Hasbro, according to Chain Store Age. Event Network describes itself as an experiential retail partner for cultural attractions and destinations across North America, and company CEO Larry Gilbert said, “we've created the first Candy Land store in the United States.” Gilbert added that Event Network is “excited to bring the ultimate candy destination to New York City and invite guests to step into the colorful, imaginative world of Candy Land,” noting that the brand “has sparked joy, wonder and nostalgia for generations.”
Walking the Board, Room by Room
Guests are expected to become players on the game board themselves, following a path through the store and stopping at each themed area along the way. Per The Toy Book, Candy Land NYC is opening this November next to the New York Hilton Midtown, with stops planned for the Candied Apple Orchard, Gummy Mountains, Chocolate Caves, Lollipop Forest and Ice Cream Beach before the route ends at the grand finale.
That finale is the Candy Castle, which also doubles as the checkout area. The space is detailed with graham cracker textures, swirled ice cream turrets and oversized lollipops framing the entrance, the station's report notes. Guests can build a personalized selection of sweets and treats as they move through the store, which will also sell beverages, toys, souvenirs, collectibles and apparel themed to each of the experience's areas.
Hasbro's Pitch for a New Kind of Fan Experience
Hasbro executives framed the project as part of a broader push to bring its game properties into physical, walkable spaces. Matt Proulx, senior vice president of global experiences, partnerships and music at Hasbro, said Candy Land NYC “exemplifies new ways for fans to experience Hasbro brands.” Proulx also credited Event Network's execution, saying the company “brought the game to life with creativity and care” and that Hasbro “looks forward to families enjoying the experience,” according to License Global.
Candy Land NYC joins a small but growing list of real-world spinoffs built around the board game's candy-coated world. Earlier this year, Hasbro partnered with Bucket Listers on a limited-time Candy Land Café in San Diego, described by Zatu as an immersive walk-through dining attraction aimed at families and fans of the original game. New York has also seen candy-themed attractions before: Candytopia, an interactive art installation featuring artwork made entirely from candy, previously brought visitors through more than a dozen rooms of life-sized creations in Manhattan, with tickets priced at $34 for adults and $26 for kids, per CBS News.
No exact opening date, pricing or operating hours for Candy Land NYC have been released yet. For now, the Midtown location sits ready to welcome its first wave of game-board tourists sometime this November, next to the New York Hilton Midtown.
