Mars Wrigley International Travel Retail (ITR) has launched its first M&M’s Experience retail location at Kuwait International Airport, in partnership with duty-free operator Avolta.

Scheduled to open by year-end, the site marks the seventh location in the interactive retail format, designed to increase customer dwell time and sales through digital engagement and regional product offerings aimed primarily at younger demographics. 

Previous installations have opened at hubs including Antalya, Muscat, Kuala Lumpur, and Palma de Mallorca airports.

An de Volder, MD for Mars Wrigley ITR, reported that existing locations feature an interactive gaming section averaging over five hours of daily active play and a 40 per cent repeat engagement rate. 

In addition, half of the visitors using the store’s digital greeting station send personalised video messages to contacts outside the airport.

De Volder also noted that exclusive product lines, such as M&M’s-branded Crocs footwear, have contributed to higher conversion rates among travellers, particularly in high-volume holiday terminals.

Along with the retail expansion, Mars Wrigley also added new products to its retail portfolio, including white chocolate, M&M’s Cookie Dough, M&M’s Tin Collection, and Galaxy Pistachio Kunafa Pouch. 

The expansion aligns with the brand’s existing regional distribution, following sales of Galaxy Kunafa products in Middle Eastern travel hubs.

“We are creating momentum for shoppers to engage throughout their shopping journey. They can play a video game in that place; they can discover a portfolio which is not accessible anywhere else,” said de Volder.

“Palma de Mallorca was the European location which we opened last, and Crocs is flying over there. It’s a holiday destination, with 11 million passengers going through one terminal. It’s a fantastic opportunity to help the retailers convert more shoppers,” he added.