Nordic-founded BonBon Swedish Candy Co, has unveiled a debut of its Fish Counter at FAO Schwarz flagship toy store at Rockerfeller Plaza, New York, writes Neill Barston.

Billed as an immersive retail experience that brings the colourful, playful world of Scandinavian confectionery to life, inspired by  traditional fishmongers’ displays.

As part of the experience, actors double as candy connoisseurs, taking orders, scooping imported sweets and packaging purchases in specially designed containers, exclusive bundles, plus seasonal holiday advent calendars and gift towers.

For visitors who prefer to browse at their own pace, the space also features grab-and-go retail displays stocked with BonBon favorites, allowing shoppers to enjoy a quick candy fix.

As the business noted, since opening in 2018, BonBon introduced American consumers to the Swedish ritual of lördagsgodis, or “Saturday candy,” where selecting, mixing and enjoying sweets is an occasion in itself.

At FAO Schwarz, that tradition takes on an entirely new dimension, combining the authenticity of Swedish confectionery with the spectacle and imagination that FAO Schwarz is known for providing to millions of shoppers.

“At BonBon, we have a saying: Growing up is a trap. And if there’s one place in the world where that philosophy rings true, it’s FAO Schwarz,” said Leonard Schaltz, CEO and Co-Founder of BonBon Swedish Candy Co. “We wanted to create something that brings out the kid in everyone.”

“At FAO Schwarz, we are more than just a toy and candy store, we are a destination where retail becomes theater and wonder awaits around every corner,” said David Niggli, Chief Merchandising Officer at FAO Schwarz. “Bringing BonBon’s theatrical Fish Counter to our FAO Schwarz flagship at 30 Rock combines the playful craft of Swedish candy with the immersive, joyful experiences our guests cherish most, creating a sweet and magical tradition for families and candy lovers alike.”