M&M’s has launched a sweepstake that will allow one lucky winner to have a sleepover party and stay overnight with four friends at the brand’s 25,000-square-foot flagship store in Times Square, New York City, United States, at the end of April.

The global candy and confectionery industry is experiencing sustained growth, driven by product innovation, flavor diversification, and increasing demand in emerging markets. According to a report by the research firm Market Research Future, this industry is expected to reach a value of $290 billion by 2030, with a compound annual growth rate (CAGR) of 4.9 percent.

This boom is largely attributed to the evolution of consumer preferences. The trend towards premium products, such as artisanal chocolates and gourmet candies, has gained popularity in developed markets like the United States and Europe. At the same time, in the Asia-Pacific and Latin American regions, the demand for traditional sweets and innovative flavors is driving growth.

A “Real Sleepover” with M&M’s

This will be the first time since M&M’s World opened its doors in 2006 that an overnight experience is being offered.

As reported by U.S. media, the event is inspired by the trend of recreating the fun of a sleepover party at any age, according to a press release. It will feature glamping setups and nostalgic activities such as playing video games, board games, and making friendship bracelets.

M&M’s estimates that the sleepover party has a value of $10,000. In addition to enjoying an array of already-available candies and treats, the group will have the opportunity to taste an exclusive flavor mix available only during the sleepover party. They will also enjoy an after-hours shopping experience in the store.

The winner and their friends won’t be alone—they’ll get to hang out with a “Spokescandy” during their stay. The sleepover sweepstakes celebrate the launch of the brand’s first rewards program, M&M’S Fun Club.

“Our M&M’S fans are some of the most fun, loyal, and creative people, so we created the M&M’S Fun Club to give them a place to enjoy our delicious products, earn sweet rewards and prizes, and most importantly, celebrate the power of fun,” said Gabrielle Wesley, Chief Marketing Officer of Mars Wrigley North America, in a statement.

“We are thrilled to kick off the M&M’S Fun Club with a one-of-a-kind experience like the M&M’S store sleepover, giving fans a taste of the unique experiences, products, and exciting rewards the brand has in store,” she added.

The winner and their friends will fly to New York City and stay at a hotel near the Times Square store for three nights, spending one of their nights glamping on the second floor of the M&M’s store.

To participate in the sweet sweepstakes, fans simply need to register for the rewards program at mms.com/fun-club from February 26, 2025, to March 19, 2025. Additionally, points earned from free challenges on the M&M’s Fun Club can be used to obtain more entries.

Only those aged 21 and over can enter the sweepstakes, although their children can join them as guests for the sleepover party.

Last year, the Ikea brand hosted a sleepover at its store in Mexico, where many videos emerged on social media from people who managed to attend by invitation from the brand.

We increasingly see how brands are implementing strategies to achieve a stronger connection with consumers.

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