Whatever mood you’re in, however you’re feeling, you can’t help but smile when you walk through the doors of M&M’s World in Leicester Square. With soft giant M&M’s characters, row-upon-row of pick ‘n’ mix style stations and four floors of general M&M cheeriness, this is a forget-about-your-bad-day-and-step-into-a-fun-fantasy-world kind of place. And even I – a cynic of these money-making tourist attractions – found it kind of fun.
I’ve walked past the M&M’s store SO many times but never found any reason to go in. So when we had a half an hour to kill before our film started at the Vue cinema, I decided to drag the other half in to keep warm and find out what’s behind those doors.
The answer is: cuddly toys, mugs, plates, giant character statues, and just about every type of M&M’s souvenir you can think of.
You can even get M&M’s clothes, pyjamas and the most expensive item we found was a pair of diamante M&M’s sunglasses costing £500. Jeez, is there anything this brand doesn’t do?
Aside from branding just about everything you can imagine, this is actually quite a fun place for families to come with kids (but prepare to bring the credit card). There’s a fun interactive factory where you can pick your bespoke selection of sweets from the Periodic Table of M&M’s. A team dressed in lab-style coats then get to work compiling your pick ‘n’ mix like they’re in a science lab.
Elsewhere you can stand underneath a scanner which tells you what mood of M&M you are…
And there are loads of characters dotted about…
Services here also include personalising your M&M’s with messages, for special celebrations like birthdays and weddings.
And aside from that, you find yourself feeling like a kid again as you gaze longingly at rows-upon-rows of rainbow coloured sweets…
…which can offer up a bit of escapism from an otherwise ordinary day… Sometimes it’s ok to be a tourist.
M&M’s World, Swiss Court, 1 Leicester Square, W1D 6AP
Nearest tube station: Leicester Square & Piccadilly Circus
Find them on Facebook