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Candy for Grown-ups

  • February 22, 2021

At Dylan’s Candy Bar, which has about a dozen locations worldwide after 20 years in business, the lifestyle merchandise makes up about 9 percent of the inventory, the company said. It has worked on products with Williams Sonoma, Maclaren Baby and Hanky Panky, the underwear brand.

“When we were designing the stores, we knew we wanted it to feel like you’re stepping inside a world of candy, so having those different departments of accessories, PJ’s, pillows and more within the store created another fun element to shopping,” said Dylan Lauren, the founder and C.E.O. Shoppers at Dylan’s most frequently reach for the Donut and Candy Button pillows, the Sprinkles Notebook and the Candy Spill Robe, Ms. Lauren said.

Lu Ann Williams, the global insights director at Innova Market Insights, which analyzes data in the food and beverage industry, believes candy merchandise is succeeding suddenly in part because of how it pops on social media.

Consider the influencer Jojo Siwa, who debuted her new Los Angeles-suburb bedroom on TikTok in February, showing off a sprinkles-decorated vanity and desk, scented candy-shaped pillows, a candy dispenser headboard and more than 4,000 pounds of candy.

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

Article source: https://www.nytimes.com/2021/02/22/style/candy.html

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