X Factor winner Alexandra Burke and London major Boris Johnson were among the high-profile names that attended the opening of the first M&M’s World outside of the United States on Wednesday.
In addition to chocolate, M&M’s World sells M&M’s branded kitchenware, clothing, bedding jewellery and glassware.
The 35,000 sq ft London store features a 1963 double decker bus, a chocolate wall and a Union Jack flag made of M&M's.
Parent company Mars Inc has invested £10 million in the store and expects notable sales increases as a result of the London Leicester Square store opening.
M&M’s stores receive 10 million visitors a year in US locations such as New York, Orlando and Las Vegas.
The retail outlets also act as tourist attractions. Visitors are allowed to make their own M&Ms and watch the creation of the sweet’s colour blends. Visitors are also able to have their photograph taken with 7 ft M&M’s characters.
