IT’SUGAR, one of the largest specialty candy retailers in the US, partnered with HARIBO to host a visually exciting pop-up event in Times Square. This event was designed to celebrate the launch of HARIBO Goldbear’s “larger-than-life” adventure, creating an immersive experience that showcased the beloved character in the lead-up to his appearance in the famous Macy’s Thanksgiving Day Parade. IT’SUGAR’s two-story, 20,335-square-foot store transformed into a vibrant, candy-filled playground, with interactive installations, eye-catching displays, and numerous opportunities for guests to engage with HARIBO’s iconic sweets.
A major event highlight was a spectacular window display featuring a replica of the HARIBO Goldbear parade balloon. This centerpiece showed the balloon, which will later debut in Macy’s Thanksgiving Day Parade. The display and a life-sized Goldbear for meet-and-greet opportunities brought a festive, family-friendly energy to the store and is set to remain on display through the end of the year. This window showcase built excitement for the parade and provided a fun, colorful experience for Times Square visitors.
The celebration offered various interactive experiences for guests, including the opportunity to create personalized candy mixes from an array of HARIBO’s iconic candies. For added fun, there was a HARIBO Candy Charcuterie board where guests could enjoy a unique and playful selection of treats.
Adding to the experience, HARIBO released a free digital storybook, Goldbear Goes to the Parade. This storybook tells the story of Goldbear’s journey from the Happy World of HARIBO to his debut in the Macy’s Thanksgiving Day Parade. Attendees could access this storybook through a QR code, adding a digital dimension to the event beyond the physical store. A live reading of Goldbear Goes to the Parade captivated younger guests and brought the story to life.
Attendees also received festive treats, including a complimentary HARIBO balloon and a 5oz bag of gummy bears to enjoy while exploring the store. With an emphasis on engaging experiences and delightful surprises, the event was a sweet success, allowing guests to indulge in the world of HARIBO while celebrating the iconic Goldbear in grand style. This collaboration between IT’SUGAR and HARIBO combined the magic of the holiday season with a love for candy, making it a memorable experience for fans of all ages.
