Feast your eyes on M&M'S World

One of the world's best known chocolate brands, M&M'S, has opened its London M&M'S World store, in Leicester Square. Located in the old Swiss Centre Building, it hopes to become the latest must-see attraction in the popular tourist area.

Stepping in to the store through colourful window displays, visitors will immediately be treated to a feast for the senses. Seven foot statues of the various M&M'S characters greet chocolate lovers and to enter you must pass through one of London's iconic double-decker buses.

In the middle of the store, a sweeping red staircase is illuminated by a vast multi-coloured M&M's chandelier and an M&M's union jack flag.

The biggest attraction, undoubtedly, will be the Wall of Chocolate, where visitors can create their very own custom-blended M&M'S selection from a range of 22 colours of M&M'S which are housed in more than 100, gigantic clear tubes.

M&M'S fans can pose for photos with the characters throughout the store or whilst walking on an in-store 'zebra crossing', they can even be visited in the M&M'S Character Worlds, as Red, Yellow, Green, Blue, and Orange are brought to life in themed, personalised areas.

The store also houses a walk-through time line of M&M's history, with characters dating back to 1954 and a room full of M&M's mixologists hard at work.

Mayor of London, Boris Johnson commented saying: "Europe's first M&M World is sure to become one of the capital's tastiest attractions."

The M&M'S World store will be open daily from 10am - midnight, and from 12 to 6pm on Sundays.