You’re walking through the sensory overload that is 47th and Broadway. The screens are blinding. Elmo is trying to take a photo with you for five bucks. Suddenly, the air changes. It doesn’t smell like hot dogs or bus exhaust anymore. It smells like—honestly—a giant melted candy bar. You’ve officially hit the Hershey's Chocolate World Times Square.
Most people think it’s just a massive candy store. They’re wrong.
It’s a 7,800-square-foot spectacle. Since moving from its original, smaller footprint across the street in 2017, this flagship has become a weirdly essential pilgrimage site for anyone with a pulse and a sweet tooth. But let’s be real: Times Square is a tourist trap. So, is this specific spot a trap, or is it actually a legitimate New York experience?
The "New" Hershey's Chocolate World Times Square Experience
Location matters. The shop sits at 20 Times Square, right at the corner of 7th Avenue and West 47th Street. It's basically the heart of the chaos.
When you walk in, the first thing you notice isn't even the candy. It’s the sheer scale of the digital displays and the "S'mores Experience." They literally have a camper van inside the store. It’s not just for show; they serve these massive, gooey, campfire-style s'mores that are easily the size of a brick. They use a full Hershey’s bar for each one. It’s aggressive. It’s messy. It’s exactly what you want when you’re leaning into the tourist vibe.
Personalized Everything
The big draw here—the thing that keeps the lines long—is customization. You aren’t just grabbing a bag of Kisses and leaving. You can go to the "Personalization Station" and put your own face on a Hershey’s bar wrapper. It sounds cheesy because it is, but watching a kid’s face light up when they see their own photo on a giant chocolate bar is pretty cool.
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Then there’s the Amazing Candy Machine. It’s this towering contraption where you mix and match different Reese’s, Kisses, and Jolly Ranchers. It feels a bit like Willy Wonka meets a high-end Midtown pharmacy. You pay by the pound, which is where they get you. You think you’ve only grabbed a handful, and suddenly you’re at the register looking at a $30 bag of sugar.
What Most People Get Wrong About the Prices
Look, it’s Manhattan. Specifically, it’s the most expensive real estate on the planet. Of course, a standard Hershey bar is going to cost more here than at a CVS in Ohio.
But here’s a tip: don’t go there for the basic stuff.
If you’re buying a single KitKat, you’re doing it wrong. You go to the Hershey's Chocolate World Times Square for the exclusives. We’re talking about the 5-pound Hershey bars that could double as a home defense weapon. We’re talking about the NYC-themed tins and the limited-edition Reese’s flavors that haven’t hit grocery stores yet.
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Also, the bakery section is surprisingly legit. They have these "Double Chocolate Chunk Cookies" that are baked fresh in the store. If you catch them right when they come out of the oven, it’s a game-changer. They also do milkshakes topped with entire cupcakes. It’s total caloric warfare, but you’re on vacation, right?
The Logistics: Timing and Crowds
If you show up at 8:00 PM on a Saturday, you’re going to have a bad time. The store becomes a sea of strollers and confused teenagers. It’s loud. It’s cramped.
The pro move? Go early. They usually open around 9:00 AM or 10:00 AM (check the local listings because NYC hours are still a bit fluid). If you get there before noon on a weekday, you can actually walk around without getting elbowed. You can talk to the staff—who are surprisingly knowledgeable about the history of Milton Hershey—and you won’t have to wait 20 minutes for a s'more.
- Peak Hours: 2:00 PM to 10:00 PM (Avoid if you hate crowds).
- Sweet Spot: Tuesday mornings.
- Photo Op: The giant lit-up Hershey’s sign outside is iconic, but the best photo is actually inside by the Bake Shop.
Why It Still Matters in 2026
In an era where you can order literally anything on your phone, why do people still flock to a physical chocolate shop?
It’s about the "theatre" of retail. Hershey’s has leaned hard into this. They know you aren't there for the chocolate—you’re there for the experience of being surrounded by it. It’s the "Say Hello to Happiness" wall. It’s the smell. It’s the fact that you can get a Reese’s Peanut Butter Cup the size of a dinner plate.
Critics might call it corporate commercialism at its peak. And they’re right. But it’s also a harmless, joyful break from the grit of the city. There’s something fundamentally human about wanting to stand in a room that smells like cocoa and sugar.
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Comparing the Neighbors
Just a few doors down, you’ve got M&M’s World. People always ask which one is better. Honestly? It’s a toss-up. M&M’s World is taller (three floors) and more colorful. But Hershey’s feels a bit more "classic Americana." The s'mores bar at Hershey's gives it a slight edge if you actually want to eat something substantial rather than just filling a plastic tube with colored chocolate buttons.
Survival Tips for Your Visit
- Hydrate first. You’re going to be eating a lot of sugar. Bring a bottle of water because buying one inside will cost you a small fortune.
- Check the "New Arrivals" section. This is usually near the front. This is where the weird, experimental flavors live.
- Use the S'mores line wisely. If the line is out the door, skip it. But if it’s short, that $10-$12 spent on a fresh s'more is probably the best value-for-money experience in the building.
- Don't forget the merch. Some of the vintage-style Hershey’s t-shirts are actually pretty stylish and hold up better than the cheap "I Heart NY" shirts you find on the street corners.
The Hershey's Chocolate World Times Square isn't trying to be a Michelin-star restaurant. It’s a loud, bright, sugary celebration of a brand that has been around since 1894. It’s a piece of Pennsylvania brought to the center of the world.
Actionable Steps for Your NYC Trip
If you're planning to swing by, do these three things to make it worth it. First, download the Hershey’s rewards app if you're planning a big haul; sometimes there are in-store exclusive coupons that the tourists miss. Second, set a "sugar budget" before you walk in, or your credit card will hate you. Finally, take your treats and walk two blocks north to Father Duffy Square. Sit on the red glass stairs, eat your chocolate, and watch the world go by. That’s the real New York experience.
Skip the generic bags of candy you can find at home. Look for the "Made in PA" specialty items and the fresh-baked goods. If you’re going to do the Times Square thing, you might as well do it right. Expect crowds, embrace the kitsch, and definitely get the extra marshmallows.