Retail Merchandiser - March/April 2017 - 15
basis of three executions: licensing,
Colorworks and mass customization.
Licensing brings unique branded merchandise across all channels, including
mass drug, grocery retail and digital.
"It gives people a small sample of the
wonderful products they can find in our
M&M'S® World stores," Capizzi notes.
Colorworks emulates some of the
world's largest chocolate walls featured
in the M&M'S® World flagship stores
in New York, London, Las Vegas,
Orlando and Shanghai. The variety of
single colors allows consumers to choose
their favorite blends to customize for
special occasions, whether it's to pro-
MARS RETAIL GROUP
Consumers can match their
special occasion ... combining
their favorite colors with their
favorite chocolate candies.
mote their company or to celebrate their
favorite sports team.
"Consumers have been bringing the
colorful chocolate fun of M&M'S® to
their parties and celebrations for years,
and Colorworks allows consumers to
customize their blends to make their
parties more memorable," Capizzi
explains. "Consumers can match
their special occasion - be it a
birthday, graduation or wedding
day - combining their favorite
colors with their favorite chocolate candies."
Mass customization leverages the unique personalization
capabilities of MY M&M'S®
to produce mass customized
blends at retail locations. This
allows its customers to differentiate their offering and
gives consumers quick access
to a truly customized product
during their retail shopping
experience. "Overall, these
three unique executions bring
the brand to life in new and
different ways, and we provide
a one-stop shop to make it
happen," Capizzi says.
Licensing is a major component of how Mars Retail
Group promotes loyalty to the
M&M'S® brand. Its licensing categories range from
novelty candy to housewares,
plush and jewelry. The newest
product category is focused
on adult gifting and the company's
partnership with Frankford Candy
Company has helped Mars Retail
Group quickly hit the market with
new products suitable for any seasonal
gifting occasion. The partnership with
Frankford Candy's design, creativity
and production knowledge, combined
with market reach, allows Mars Retail
Group to offer its customers a quality
product at a great value.
Two of its biggest long-term licensing
partners include apparel, housewares
and plush provider, ERE, and novelty
and candy dispenser maker, CandyRific.
Both licensing partners have been instrumental in helping it bring the "One
Voice" strategy to life. "Our One Voice
strategy allows retail customers to put
together a truly differentiated blended
display of M&M'S® colorful chocolate fun merchandise in their stores,"
Capizzi explains. "We've had great
success with our novelty dispenser and
chocolate displays for many years. Our
seem to have an
of options for
and any time