MALAYSIA. Mars Wrigley International Travel Retail (ITR) has introduced its first M&M’s Experience shop-in-shop in Asia, located within the Candy Party Store in Kuala Lumpur International Airport Terminal 1.
The experience-led retail format has been unveiled in partnership with Malaysian luxury and lifestyle retailer Valiram and confectionery specialist FNA Group International.
The opening marks the fourth M&M’s Experience location worldwide and the first in Asia, reflecting growing retailer interest in more immersive shopping environments for travellers.
According to Mars Wrigley ITR, Kuala Lumpur International Airport was a strategic choice as the sixth-busiest airport in Asia and a critical global hub that welcomed 22.9 million passengers in 2025.
The company also emphasised that the airport’s standing as one of the top three in Asia for confectionery sales makes it an ideal environment for this vibrant concept.
Designed as an open retail space with a 360-degree layout, the M&M’s Experience shop-in-shop is intended to maximise visibility and ease shopper movement.
An arch featuring five M&M’s Pick & Mix tubes marks the entrance, while an overhead LED canopy helps draw attention to the store.
The shop also includes a Galaxy wall unit – a first for Mars Wrigley ITR – alongside an area for rotating promotional displays.
Core brands including Snickers, Twix and M&M’s are prominently featured, with a merchandising approach focused on impulse purchases, gifting and exclusive gift boxes.
The concept is built around three pillars: Rotating Brand Partnerships, Interaction & Engagement, and Personalisation & Sense of Place.
The Rotating Brand Partnerships element is currently highlighted through the M&M’s x Crocs collaboration, making its travel retail debut in Kuala Lumpur.
The limited-edition collection features two pairs of Crocs clogs and a pack of seven Jibbitz charms inspired by the M&M’s spokescandy characters, combining confectionery branding with fashion merchandise.
Interaction & Engagement forms a central part of the concept, with the Kuala Lumpur store featuring two retailtainment elements.
The centrally located PlayHub includes a multiplayer game designed for groups of travellers, while the ‘You & Who’ station offers a separate digital experience where travellers can create animated video messages using their own movements.
Users can personalise the videos with messages before sharing them with friends and family.
The Personalisation & Sense of Place pillar is reflected in a dedicated gifting studio, which focuses on customised gifting options for travellers.
The space allows shoppers to personalise purchases with postcards, stickers and a Kuala Lumpur-themed gifting sleeve, creating gift or souvenir options linked to the destination.
Mars Wrigley ITR Market Director An De Volder said, “The opening of the first M&M’s Experience in Asia is a pivotal moment for us.
“For too long, the confectionery category has been transactional. Our data shows travellers are seeking more; they want interaction, personalisation and fun brand collaborations.
“This M&M’s Experience shop-in-shop in Kuala Lumpur shows what a confectionery space can be; it’s not just a place to buy chocolate, it’s an experience-led destination and a powerful engine for category growth.
“We are proud to partner with Valiram and FNA Group International to bring this concept to life in Kuala Lumpur. Their shared commitment to innovation, experience-led travel and shopper-centric retail has been instrumental in delivering a space that truly stands out.”
Valiram Executive Director Dato Sharan Valiram commented, “We are proud to collaborate with Mars Wrigley ITR and FNA Group International to bring this innovative concept to Asia.
“It reflects the strength of our partnership in delivering forward-thinking retail experiences that resonate with today’s global traveller and reinforces Kuala Lumpur International Airport’s position as a leading travel retail destination.”
FNA Group International Deputy Group CEO Pamela Loo-Song added, “FNA Group International is proud to partner with Mars Wrigley ITR and Valiram Group in bringing this innovative concept to Kuala Lumpur.
“This shop-in-shop sets a new benchmark for the confectionery category in Asia, proving that with the right partners, we can transform a simple purchase into a lasting brand memory for every traveller.” ✈
Scroll to see more visuals from the shop-in-shop
