M&M's unveils first M&M's World store in Asia

M&M's, the chocolate brand, has celebrated the grand opening of its first M&M's World store in Asia, adding another Shanghai destination to visit for souvenir shopping. M&M's World Shanghai is a 1,600 sq m (about 17,222 sq ft) 'retail-tainment' destination over two storeys of what the company calls 'colourful, chocolate fun'.

The store offers M&M's Brand Chocolate Candies in 22 colours and three varieties – milk chocolate, peanut and almond - and a wide range of M&M's merchandise, including apparel, kitchenware, plush toys and uniquely Shanghai- and China-themed M&M's branded products, such as mugs, tins and T-shirts, designed specifically for the Shanghai store. 

"Shanghai is the ideal city for the first M&M's World store in Asia due to the city's truly global feel and appeal," said Brian Schiegg, General Manager, Mars Retail Group. "The location in the Brilliance Shimao International Plaza made perfect sense for the world's largest chocolate brand, since East Nanjing Road is one of the busiest pedestrian streets in China and a highly visited tourist destination in Shanghai. 

"M&M's World Shanghai welcomes visitors to a unique retail experience that combines shopping and entertainment, with an eye-catching, iconic-looking store that engages and excites fans of the M&M's brand from all over the world."

The store combines iconic Chinese landmarks and cultural elements with M&M's characters, which are known by their colours. Blue and Green are dressed as Kung Fu Characters at the store's side entrance within the mall. Yellow is disguised as a panda among bamboo. A Lantern Garden features numerous hanging lanterns that illuminate and change colors as visitors step on the platform.

As guests walk up the stairs to the second floor, they are greeted by a large moon gate that previews the Great Wall of Chocolate. The Great Wall of Chocolate is the world's largest M&M's candy wall, with 132 individual tubes. Red and Orange stand guard here, dressed as Warriors. 

The Great Wall of Chocolate.

M&M's World Shanghai, open from 10 am to 10 pm every day is the fifth M&M's World flagship store, joining US stores in Times Square, New York; Orlando, Florida; two stores in Nevada, in Las Vegas and Henderson; and Leicester Square in London. The Shanghai store is one of the smaller M&M's World stores. The Las Vegas store is 28,000 sq ft while the London store is 35,000 sq ft. Both are four levels high.

*Images from M&M's.