I suppose I shouldn't be astonished.
But I am.
A prime piece of Leicester Square is now home to M & M World.
This isn't a little Kiosk, but "4 Levels of Fun"
Somehow little chocolate "melt in your mouth not in your hands" candies have been elevated to iconic "destination" status.
Never underestimate the power of plush toys and cartoon character imagery. So improbable the concept and staggering the cost to mount this piece of marketing fluff, if I'd been in the room when this project was pitched, I'd have lead the howls of laughter.
The British consumer and Asian tourist are clearly sophisticated beyond my understanding.
How else can I explain the shrills of glee and poses for holiday pictures in front of giant plastic chocolate candies?
They're clearly able to sense the depth and coherence of a message that escapes my shallow soul.
For God's sake.......secret service style security????
"Toddler sampling blue candies...steady....steady....MOVE! MOVE! MOVE!!!! "
Nothing more to be said.