Candy brand M&M’S from Mars Wrigley is opening its newest store — designed as a brand experience — on May 1 at Mall of America in Bloomington, Minn. The new store features immersive experiences that allow shoppers to leave with both memories and digital downloads to share with friends and family.
Spanning more than 24,000 square feet, M&M’S Mall of America pays homage to Minnesota culture with region-specific décor that distinguishes this location, while fully immersing guests in an interactive M&M’S brand experience.
The free interactive experiences include a series of firsts for M&M’S stores with elements unique to the Mall of America location, including “M&M’S Sweet Moves,” which allow fans to express their personality through color, sound and movement. Store visitors also can visit “Peanut Peak,” a rooftop celebration of the local landscape inspired by the Minnesota views. Additionally, the store will feature M&M’S favorites, including the personalization station, signature M&M’S, “Wall of Chocolate” and exclusive in-store merchandise.
Shoppers across the world can virtually visit the store online via a technology-driven tour on MMS.com. Once inside, guests are invited to “walk” through the store and can purchase M&M’S products through the innovative 3D virtual experience.
“M&M’S aims to inspire fans to find ways to connect with each other, all while creating better moments and more smiles,” said Patrick McIntyre, Director of Global Retail at Mars Retail Group in a statement. “The new M&M’S Mall of America store champions the fun ways fans can connect with others — and you truly see this come together in the immersive experiences only the M&M’S Mall of America store offers.”
The store opening marks the company’s second retail expansion in 2021, following the February opening of M&M’S at Disney Springs at Walt Disney World Resort in Orlando, Fla. Mars Retail Group is slated to open an additional location in Berlin, Germany, in the coming year.