Mars Retail Group is banking on the growing consumption of chocolate in China.

The group has opened a massive M&M branded store in Shanghai, which combines shopping and entertainment.

The 1600 sqm M&M’s department store is located at Brilliance Shimao International Plaza, Shanghai’s version of Times Square. The two-floor store carries a wide variety of merchandise including apparel, kitchenware, plush and specially designed Shanghai- and China-themed M&M’s branded products, such as mugs, tins and T-shirts. Special attractions featuring the popular M&M’s characters are also located throughout the store.

Brian Schiegg, GM of Mars Retail Group, said their bullish outlook for China stems from the rapid consumption growth of chocolate. According to Euromonitor, chocolate sales in China rose 58 per cent from 2009-13, reaching around $2.43 billion in 2013.

Mars plans to open more retail stores in China.