About Us

The it! Story

Karen Masi is the mastermind behind the unique treat known as it!  Candy. When it! was first created, “Marshmallow Madness” was the name family and friends lucky enough to try referred to it as. This delicious candy was created when Karen wanted to offer her children tasty treats that wouldn’t bother their food allergies and also easily integrate a snack into their diet.

Over the years she would share this candy with her friends and family and bring it to work for her coworkers to try. It was at that point that a dear friend told her she should start selling this amazing creation. In 2012 Karen decided to take a leap of faith and open her own candy store selling an evolved version of her original Marshmallow Madness. This evolved version is known today as “it!”

Being a mother of children with food sensitivities, Karen knew the importance of having options available for those with the same issue. This is what prompted Karen to make sure that it! Candy could be enjoyed by everyone. In our pleasant and welcoming store in quaint Forestville, Connecticut we offer our original, gluten free, sugar free and vegan candy available at all times. By special order we have gluten free vegan, gluten free sugar free, peanut free, carrigean free, gluten free peanut free and sugar free peanut free available.

christmas trees it!

How it! Works

it! Candy is sold by the dozen.

We offer the simplicity of one click shopping when you want a dozen of a single version of it! or our premade mixed bag, “A Taste of it!”

Feel free to add some delicious chocolate covered pretzels, Pop’d it, or some treats for your pup!

This is it!

We start the process of making it! by creating a smooth and creamy blend of chocolate and peanut butter. For the crunch factor we pour in Organic Crisp Brown Rice and to finish off the batch we mix in tiny sweet marshmallows. Together they create the most wonderfully light and popable treat you can imagine.
Each candy is hand scooped, dipped and drizzled in a variety of chocolates. As if it! could get any better, it! does. The final step in creating it! is to add an additional level of palette pleasing flavors and textures. Examples of these additional toppings range from potato chips, caramel, cookies to fresh fruit, nuts and sour gummy worms! The list is endless, if you love it, we can dip it! in it.
At it! we have our most popular versions available at all times, however we encourage our customers to customize it! to suit their own personal taste.
We know that you love it! as much as we do!

Party Favors – Scenaries – Events – Gifts – Platters

Can’t figure out the perfect treat for your next special occasion? Give it! a try!

For all custom orders, please call us @ 860.856.1544 or stop in to share your vision with us!

* Shapes starting at $3.50 *

– All custom shapes are handcrafted with love and care by Lady it! –

* Prices vary based on quantity & customization *

Wholesale Inquiries

We believe everyone should have a chance to try it!, and what better way than business to business exposure! If you’re interested in buying our product for wholesale, call us or stop in to meet your future candy supplier!