What’s the sweetest way to spread the love this Valentine’s Day? Target’s new line of Dylan’s Candy Bar treats! With candy shops across the country, Dylan’s Candy Bar is known for its unrivaled selection of candies, pop art décor and whimsy at every turn—and founder Dylan Lauren is bringing some of that sugar-laden fun to Target. With 14 exclusive candies and gifts to choose from—including candy-filled mugs, decadent chocolate bars, a Hangry Fix Candy Mix and more—your Target run has never been more delicious. To get the inside scoop, we sat down with Dylan to talk about the company’s first mass retail partnership, what inspired the products and more!
What led you to start Dylan’s Candy Bar? Did you always have a passion for candy and creativity?
I have always loved candy. Not just for the delicious taste, but also the amazing colors, textures, shapes and packaging. I set out to open the largest and most magical candy store that displayed all of these interesting items and showcased candy as art, fashion and pop culture. The mission of Dylan’s Candy Bar is to ignite happiness, creativity and inspire the inner child in everyone—no matter what age!
What was the inspiration behind the Dylan’s Candy Bar for Target Valentine’s Day assortment?
We were inspired to make the collection colorful, witty, relevant and yummy. It’s important for our brand to celebrate a creative and youthful spirit, so we incorporated vibrant, dynamic visuals for Valentine’s Day that would get both the giver and receiver excited for the holiday. After all, if there was ever a day to shower someone with sugar, it’s Valentine’s Day! We also wanted to make sure we offered gift options for all types of loved ones.
What is new and different about this assortment compared to other Dylan’s Candy Bar offerings?
We developed exclusive artwork for Target for this collection, putting a love-filled spin on some of our most popular everyday items for Valentine’s Day. For example, the candy necklace is one of our bestsellers, so we made a Valentine’s Day-themed one for Target—it’s the cutest accessory to give to your daughter to wear for the holiday! We also curated some fun and unique mixes for holiday bags, like Love At First Bite and the Hangry Fix, which is something we’ve never done before.
Why did you decide to partner with Target for Dylan’s Candy Bar’s first mass retail collection?
I’ve always been a huge Target fan and I love the past partnerships that they’ve done with other likeminded brands and designers. Target does a great job at presentation and I knew they would deliver on telling the story that we wanted to communicate for Valentine’s Day with our candy.
Ready for more? Check out the full assortment, below!
The Dylan’s Candy Bar for Target Valentine’s Day assortment is now available in Target stores and online, at prices ranging from $1.99 to $9.99.
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