The M&M’s store in New York City is a massive, multi-level retail-entertainment destination located in the heart of Times Square. Since opening its doors, it has become a staple for tourists exploring Midtown Manhattan, offering much more than just a place to buy candy. This 25,000-square-foot flagship store is designed as an immersive experience, blending the bright colors of the world’s most famous chocolate brand with the energetic atmosphere of Broadway.

Core Visitor Information

For those planning a trip, having the logistical details on hand is essential for navigating the crowds of Times Square.

  • Address: 1600 Broadway, New York, NY 10019 (Located at West 48th Street and 7th Avenue).
  • Phone Number: (212) 295-3850
  • Regular Store Hours:
    • Monday to Thursday: 10:00 am – 11:00 pm
    • Friday to Sunday: 9:00 am – 11:00 pm
  • Holiday Schedule: The store typically remains open on major holidays like Thanksgiving and Christmas, though hours may be shortened (often 9:00 am – 9:00 pm). Note that it is usually closed on New Year’s Eve due to the extreme crowds and security cordons in Times Square.

The Immersive Three-Story Experience

Entering the M&M’s New York store is often described as a sensory overload. The smell of chocolate hits immediately, accompanied by upbeat music and a sea of vibrant colors. The store is spread across three distinct levels, each offering a different mix of products and interactive features.

The First Floor: NYC Souvenirs and Grand Entrance

The ground level serves as the primary entry point and is focused heavily on New York City-themed merchandise. This is where you will find the "I Love NY" branded M&M’s gear. From statues of the Green M&M dressed as the Statue of Liberty to Yellow M&M taxi cab toys, the inventory is tailored to visitors looking for a tangible memory of their trip. This floor is often the most crowded, as it funnels people in from the street and houses the primary checkout counters near the Broadway exit.

The Second Floor: The Iconic Color Wall

Moving up to the second floor reveals the most famous feature of the store: the Great Wall of Chocolate. This massive, two-story installation features dozens of clear tubes filled with thousands of M&M’s in every imaginable color and variety. Beyond the standard milk chocolate and peanut options, this wall includes specialty flavors that are often difficult to find in local grocery stores, such as:

  • Pretzel
  • Crispy
  • Caramel
  • Dark Chocolate
  • Almond
  • Seasonal variants (like Pumpkin Pie or Mint)

Visitors grab a bag and use levers to mix and match colors. In our observation, the price per pound is approximately $18.00 to $20.00, meaning a large bag can easily exceed $30. It is important to be careful with the levers; they can be sensitive, and candy flows quickly, making it easy to overfill your bag unintentionally.

The Third Floor: Personalization and Character Meet-Ups

The top floor is where the store transitions from a retail shop into an entertainment venue. This level houses the Personalized Printer station and the "InnerM" analyzer. It also tends to be slightly less chaotic than the ground floor, making it a good spot to browse higher-end collectibles, jewelry, and kitchenware. For many families, this floor is the highlight because of the character interactions. M&M characters often make appearances here for photo opportunities against the backdrop of the Times Square billboards visible through the floor-to-ceiling windows.

Signature Attractions at the Flagship

The Personalized Printer

Introduced in 2012, the personalized printer allows guests to create a custom blend of M&M’s in about two minutes. The process involves selecting two specific colors from a range of 15 options and then choosing designs to be printed directly onto the candy shells.

  • Design Options: You can choose from New York icons like the Statue of Liberty, the Empire State Building, or sports team logos (Yankees, Mets, Giants, Jets).
  • Custom Text: You can type in names or short messages.
  • Image Uploads: Some kiosks allow you to upload a photo of your own face to be printed on the candy.
  • Pricing: Expect to pay between $20 and $50 depending on the size of the container you select for your custom creation.

The InnerM Analyzer

This interactive exhibit is a hit with children. It is a "mood machine" where you stand on designated footprints, and the machine "scans" you to determine which M&M character matches your personality at that moment. While it is purely for entertainment, it provides a fun, free interactive element in a store where almost everything else has a price tag.

The Statue of Liberty M&M

Near the escalators, there is a giant Green M&M character dressed as the Statue of Liberty. This is perhaps the most photographed spot in the entire store. It serves as a perfect Instagram-worthy location that confirms you are at the New York flagship specifically, rather than the locations in London, Las Vegas, or Shanghai.

Planning Your Visit: Strategy and Tips

Visiting a store in the middle of Times Square requires a bit of strategy to avoid being overwhelmed by crowds and high costs.

Best Times to Visit

Times Square is busiest in the late afternoon and evening when the Broadway shows are about to start or have just ended. To have a more relaxed experience, aim to arrive right when the store opens at 9:00 am or 10:00 am on a weekday. Tuesday and Wednesday mornings are generally the quietest periods. Visiting late at night (after 10:00 pm) is also an option for those who want to see the neon lights of the store without the mid-day heat and congestion.

Navigating the Budget

The M&M’s store is an expensive experience. Because the candy is sold by weight, it is very easy to spend $40 on a single bag of chocolate without realizing it. If you are traveling with children, it is wise to set a "container limit" before entering. Many visitors find that buying pre-packaged New York souvenirs is more cost-effective than using the bulk dispensers.

Transportation and Access

Driving to 1600 Broadway is not recommended due to the lack of parking and the heavy pedestrian traffic. The store is exceptionally easy to reach via the New York City Subway:

  • N, R, W trains: Exit at 49th Street.
  • 1 train: Exit at 50th Street.
  • C, E trains: Exit at 50th Street (and walk one block east).
  • B, D, F, M trains: Exit at 47-50th Streets – Rockefeller Center.

Facilities

Finding a public restroom in Times Square can be a challenge. The M&M’s store does have restrooms located on the third floor, behind the apparel section. While they are intended for customers, they are a vital resource for tourists navigating the Midtown area.

The History of M&M’s in the United States

Understanding the brand's heritage adds context to the flagship store's scale. M&M’s were first produced in 1941 by Forrest Mars, Sr., who modeled the candy after a snack he saw soldiers eating during the Spanish Civil War—chocolate pellets with a hard sugar shell that prevented them from melting.

The brand's connection to New York and American culture was solidified during World War II when the candy was exclusively sold to the military. It wasn't until 1954 that the "M&M's Peanut" variety was introduced, along with the iconic slogan "Melts in your mouth, not in your hand." The New York store celebrates this journey through various retro-themed merchandise and displays that showcase the evolution of the character mascots from simple chocolate drops to the complex personalities seen in modern advertising.

Shopping Beyond the Candy

While the chocolate is the main draw, the flagship store is a massive apparel and home goods retailer. You can find:

  • Kitchenware: M&M-shaped waffle makers, cookie jars, and salt-and-pepper shakers.
  • Apparel: Socks, pajamas, and hoodies in every color of the M&M rainbow.
  • Pet Products: M&M-branded dog leashes and bowls.
  • Office Supplies: Pens, notebooks, and staplers.

The store often carries "Limited Edition" items that are only available for a few months, such as holiday-themed plush toys or designer collaborations that aren't sold online.

Frequently Asked Questions

Is admission to M&M’s New York free?

Yes, there is no entry fee to explore the store or use the interactive displays like the InnerM analyzer. You only pay for the merchandise and candy you choose to purchase.

Can I buy M&M’s by the pound?

Yes, the Color Wall on the second floor allows you to buy candy by weight. As of current estimates, the price is roughly $18.99 to $19.99 per pound.

Does the store offer dairy-free or vegan options?

While M&M’s are traditionally milk chocolate-based, the store occasionally stocks specific dark chocolate varieties. However, standard M&M’s contain dairy. For those with severe allergies, it is important to note that the bulk bins are in close proximity to peanut and almond varieties, so cross-contamination is a possibility.

How long does it take to see the whole store?

Most visitors spend between 45 minutes and 1.5 hours in the store, depending on whether they choose to wait in line for personalized printing or character photos.

Is the M&M's store wheelchair accessible?

Yes, the store is fully accessible with large elevators that connect all three floors, though the elevators can become crowded during peak hours.

Summary

The M&M’s New York store in Times Square is a high-energy, colorful landmark that offers a unique blend of brand history and interactive fun. While the prices for bulk candy are significantly higher than what you would find in a typical grocery store, the experience of the two-story Color Wall and the ability to print custom messages on chocolate makes it a worthwhile stop for families and chocolate enthusiasts. By planning your visit for a weekday morning and keeping a close eye on the weight of your candy bag, you can enjoy one of Manhattan's most popular retail attractions without the stress of the mid-day rush. Whether you are there for a quick photo with the Statue of Liberty M&M or to design a custom gift, the flagship store remains a vibrant piece of the New York City tourist experience.