BEVERLY HILLS, Calif., Sept. 25 /PRNewswire/ -- Candace and Charles Nelson, owners of Sprinkles, The Original Cupcake Bakery, announced today the impending opening of their first Midwest retail location. This highly-anticipated opening will bring the country's most coveted cupcakes to Chicago's Magnificent Mile district in March 2010.

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"Ever since we were featured on Oprah in February 2006, we've felt a special connection with Chicago," owner Candace Nelson said. "Chicago has led our online poll for the next Sprinkles location for the past three years. It has taken some time to find the perfect spot, but we are incredibly excited to finally bring Sprinkles cupcakes to all our fans in this great city."

Since opening in Beverly Hills in 2005, Sprinkles, the first cupcake-only bakery, has been credited with inspiring a national cupcake craze as reported by The New York Times, The Los Angeles Times, The Washington Post, USA Today, NBC's The Today Show and ABC's Nightline.

Sprinkles Chicago, to be located at 50 East Walton Street between Michigan and Rush, will be the company's sixth retail location. In addition to brick and mortar boutiques in Beverly Hills, Newport Beach and Palo Alto, CA, Dallas, TX and Scottsdale, AZ, the Sprinklesmobile, a mobile cupcake truck, was launched in Los Angeles this summer.

Since opening the world's first cupcake bakery in Beverly Hills, Sprinkles cupcakes have offered fans handcrafted confections from the finest ingredients, containing no preservatives, trans fats or artificial flavors. Sprinkles has locations in Beverly Hills, Newport Beach and Palo Alto, CA, Dallas, TX, Scottsdale, AZ, as well as a traveling Sprinklesmobile. Sprinkles also sells its cupcake mixes at over 250 Williams-Sonoma stores throughout the US and Canada.

Sprinkles has successfully employed multiple forms of social media, including Facebook and Twitter, to grow its dedicated fan base, reveal daily "whisper" words to redeem free cupcakes and update fans on seasonal offerings, off-the-menu flavors and the growth of the Sprinkles brand overall. This outreach has been instrumental in solidifying Sprinkles as a leader in the evolution of modern media by making the brand, team and product accessible to customers and the curious nationwide. For additional information and a list of future locations, please visit www.sprinkles.com or contact valerie@bullfrogandbaum.com

SOURCE Sprinkles