Pudgy Penguins, IT’SUGAR Launch Exclusive DTR Licensing Partnership

Pudgy Penguins has announced an exclusive licensing partnership with IT'SUGAR, the experiential candy retailer known for its "sugartainment" approach and expansive assortment of novelty and oversized sweets.

"Pudgy Penguins is one of the most culturally resonant brands today, with a deeply engaged global audience," says Lauren Balsamo, creative director, IT' SUGAR. "We see this partnership as an opportunity to create something playful, unexpected, and highly sought after within our stores."

Together, the brands will introduce a new line of Pudgy Penguins–inspired candy and candy-adjacent products – including gummies, chocolates, and collectible container formats – marking a major expansion into physical retail and bringing Pudgy Penguins' character-driven storytelling into the confectionery space. The assortment will feature upscale, molded pieces designed to feel almost toy-like, along with collectible vessels that hold candy, adding a more elevated, playful dimension to the category.

The collaboration will roll out across approximately 105 IT'SUGAR locations, with an initial product launch planned for early Q3 2026, followed by a broader assortment and shop-in-shop activations in Q4.

"This partnership represents a natural evolution for Pudgy Penguins as we continue to expand into categories that bring the brand to life in tangible, tasty new ways," says Steve Starobinsky, head, partnerships, Pudgy Penguins. "IT'SUGAR's approach to retail and experience makes them an ideal partner to translate our sweet universe into a yummy treat."

Additional in-store activations are planned for later this year, with details to be announced. This marks a significant step in Pudgy Penguins' continued growth as a global consumer brand, expanding beyond digital and collectible formats into scalable retail and physical product experiences.