Mars Wrigley International Travel Retail (ITR) has launched its first M&M’S Experience shop-in-shop in Asia, marking a major milestone in the global expansion of its immersive retail concept.
The new space, located in the Candy Party Store in Terminal 1 of Kuala Lumpur International Airport, is the most complete M&M’S Experience Shop-In-Shop yet and introduces travellers in the region to a vibrant, experience-led retail format designed to drive engagement, increase dwell time and elevate confectionery purchasing.
The opening represents the fourth M&M’S Experience location worldwide and the first in Asia, underlining the continued momentum behind the concept as travel retailers increasingly invest in engaging, experience-driven environments that resonate with today’s traveller. The choice of Kuala Lumpur International Airport was a strategic one; as the 6th busiest airport in Asia and a critical global hub that welcomed 22.9 million passengers in 2025. Furthermore, the airport’s standing as one of the top three in Asia for confectionery sales makes it an ideal environment for this vibrant, experience-led concept.
Designed as a fully open, 360-degree retail space, the M&M’S Experience shop-in-shop offers high visibility and a seamless shopper flow. A striking arch of five colourful M&M’S Pick & Mix tubes creates a bold entrance to the space, complemented by an overhead LED canopy that captures attention from across the retail space. The shop also features a Mars Wrigley ITR-first Galaxy wall unit alongside a dedicated area for rotating high-profile promotions. Core Mars Wrigley favourites, including Snickers, Twix and M&M’S, are prominently showcased in a format designed to encourage both impulse buys, easy gifting and exclusive gift boxes.
At the heart of the concept are three foundational pillars: Rotating Brand Partnerships, Interaction & Engagement and Personalisation & Sense of Place. The Rotating Brand Partnerships pillar is brought to life through the M&M’S x Crocs collaboration, making its travel retail debut in Kuala Lumpur. The limited-edition collection includes two colourful pairs of Crocs clogs and a pack of seven Jibbitz charms representing the M&M’S spokescandy characters, blending fashion and confectionery in a playful, highly shareable format.
Interaction & Engagement is a key pillar for visitor appeal and footfall the shop in Kuala Lumpur achieves this through two distinct forms of interactive entertainment. For group fun and high energy, the centrally-positioned PlayHub offers a multiplayer game designed to create a moment of fun and togetherness among travellers. For a more personal experience the “You & Who” station provides a separate digital experience where visitors can create a fun, animated video message using their own movements. After personalising it with a note, they can send the custom video message to friends and family, creating a shareable moment that extends the M&M’S brand experience beyond the airport.
The Personalisation & Sense of Place pillar is expressed through a dedicated gifting studio offering an enhanced shopping experience that taps into the growing importance of gifting in Asia. The studio provides added value by allowing travellers to create custom gifts using postcards, stickers and an exclusive Kuala Lumpur-themed gifting sleeve. This allows every traveller to leave not just with a product but with a personal gift or a one of a kind souvenir.
With its arrival in Asia, the M&M’S Experience concept continues to build global momentum, reinforcing Mars Wrigley ITR’s commitment to redefining confectionery retail through immersive, experience-led formats tailored to the evolving expectations of international travellers.
