Walt Disney World's "fifth theme park" continues to grow, as the resort announced today the relocation of another destination brand experience store to Disney Springs.
Orlando's M&M's World will move to Walt Disney World's shopping and dining district next year. Currently located several miles away from Disney at the Florida Mall, the Orlando M&M's World store is one of five of the candy brand's retail destination experiences around the world, with other stores in New York's Times Square, on the Las Vegas Strip, in London's Leicester Square, and at the Shimao International Plaza in Shanghai.
Each store features "the world's biggest candy wall," dispensing dozens of colors and flavors of the candy-shelled chocolates. Stores also include plenty of M&M's-branded merchandise, displays including M&M-sponsored race cars, and interactive features including having your face printed on M&M's candies.
The new store will open near the NBA Experience and joins other branded retail experiences at Disney Springs, including the Coca-Cola Store, the Lego Store, and the recently opened Ron Jon Surf Shop.
Location is everything for brand experiences. They're designed to be tourist destinations in themselves as well as souvenir shops, but it definitely helps to have a huge flow of people walking past the entrance rather than having to pull tourists out of their way to visit. That's why M&M's World is in high-traffic locations such as Times Square and the Vegas Strip elsewhere and why moving from the relative obscurity of the Florida Mall to the center stage of Disney Springs makes sense for M&Ms.
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