Want some M&M's candy in Shanghai? Mars, makers of the delectable chocolate treats that melt in your mouth, not in your hands, is providing that and much more at the Brilliance Shimao International Plaza along Shanghai's bustling East Nanjing Road in the Huangpu Central District.

Mars Candy opened the first of its kind M&M's World Store Friday. The mega-store is 1,600-square meters set in two floors.

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It combines shopping and entertainment in a colorful, noisy space that blends into the busy East Nanjing Road pedestrian experience. The first shoppers during store previews said they didn't know which way to turn because of the many attractions and experiences taking hold all over the place.

Sure, you can get candy, lots of specialty chocolates and M&M's classics along with more exotic candied fare. Yet the store is more like a fantasy theme park with unusual shopper experiences like no other candy store on the planet.

Mars officials said they wanted to make the store a tourist Mecca and Shanghai retail destination. That means special merchandise including clothes and kitchenware, specially created China and Shanghai-themes products like T-shirts, drinking glasses and tins.

It also means performance art in the form of M&M's characters come to life. Characters and merchandise reflect Chinese and Shanghai life and are placed everywhere the eye can see.

This is the first of the M&M's World stores the iconic candy company -- the world's largest -- hopes to put up in more places than Willy Wonka ever imagined. They're aiming for a visual and interactive experience along with incredible selection of candy and edible products.

Officials said they chose Shanghai for the first world store due to that city's dynamic hustle and bustle. In keeping with the Chinese ambiance, the store even features the Great Wall of M&M's chocolate, the world largest M&M's candy wall offering candy lovers the opportunity to build their own custom M&M's chocolate brand.

Tagsmars m&m's, retail