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Boris plays Willy Wonka at M&M's World launch Thursday, 7th July 2011
London mayor Boris Johnson attended the opening of M&M’s World yesterday, a 35,000 sq ft store dedicated entirely to the chocolate brand.
Boris told press the store, which spans four floors, was ‘sure to become one of the capital’s tastiest attractions.’
The £10 million outlet will feature toys, games and attractions as well as a 1963 London double-decker bus and a Union Jack made of M&Ms. Visitors can make their own sweets with chosen colour blends as well as having photos with M&Ms characters.
The shop will be the first of its kind in Europe, following similar store designs to those in New York, Orlando and Las Vegas. Susan Saideman of Mars, which makes the sweets, said the store was a ‘totally unique shopping experience’.
M&Ms World will become yet another example of the growing trend for retailtainment as covered in My Retail Media’s weekend report, which you can read here.