BonBon Swedish Candy Co. Debuts Theatrical Fish Counter at FAO Schwarz in New York City

Inspired by nostalgic fish markets, the immersive candy counter brings theatrical service, Swedish sweets by the pound and exclusive candy gifts to Rockefeller Center

NEW YORK, Nov. 11, 2026 /PRNewswire/ -- BonBon Swedish Candy Co., the Swedish-founded, New York-based brand that helped ignite America's obsession with Swedish candy, is bringing a new kind of sweetness to Rockefeller Center. Today, BonBon announces the debut of its Fish Counter at the iconic FAO Schwarz flagship at 30 Rockefeller Plaza, introducing an immersive retail experience that brings the colorful, playful world of Scandinavian confectionery to life.

Inspired by traditional fishmongers' counters, where delicacies are proudly displayed and sold by the pound, BonBon's newest concept transforms the familiar candy counter into a theatrical experience. Working 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.

Since opening its first store 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."

Arriving just in time for the holiday season, BonBon's Fish Counter offers a new destination for families, tourists and candy enthusiasts visiting New York City.

FAO Schwarz Flagship
30 Rockefeller Plaza
New York, NY 10112

For more information on BonBon, please visit www.BonBonNYC.com or follow along on Instagram or TikTok.

ABOUT BONBON
Founded in New York City by three Swedish friends, Selim Adira, Robert Persson and Leonard Schaltz,  BonBon Swedish Candy Co. has grown from a single candy shop on Manhattan's Lower East Side into a nationally recognized confectionery brand celebrated for bringing the flavors, craftsmanship and traditions of Swedish candy to American consumers. With a commitment to quality, authenticity and discovery, BonBon offers a thoughtfully curated selection of imported Scandinavian sweets alongside its own BonBon Originals collection. Today, the brand reaches candy lovers nationwide through more than 1,900 Target stores, eight BonBon retail locations including an experiential FAO Schwarz retail store at Rockefeller Center in New York City, and its growing e-commerce business sharing the joy of candy worldwide. To learn more, please visit www.BonBonNYC.com or follow along on Instagram or TikTok.

Media Contact:
Sue-Jean Kang
212-786-0094
[email protected]

SOURCE BonBon Swedish Candy Co.