M&M’s will open its first shop outside the States in London’s Leicester Square tomorrow. The US chocolate brand that is worth around £1.7 billion and belongs to Mars, Inc follows the trend of so called ‘retailtainment’ where global brands use their flagship stores as tourist attractions as well as shops. For instance, Disney recently re-designed its Oxford Street store to include famous Disney characters, a cinema and its own ‘closing ceremony’ at the end of each day.