Magnum® extends Toronto Pleasure Store closing date to August 30 due to overwhelming success

Jul 23, 2013, 09:01 ET from Magnum

TORONTO, July 23, 2013 /CNW/ - Magnum® is pleased to announce that the closing date of the first ever North American Pleasure Store has been extended to August 30 due to an overwhelming consumer response and success.

Located in the heart of Yorkville at 11 Bloor Street West, the internationally acclaimed pop up was originally set to close on July 28, giving consumers only one month to create their own custom Magnum® ice cream bars. Now, due to consistent line-ups out the door and the impressive creations visitors have been making using their personal selection of the 21 available ingredients, the store will remain open until August 30.

"I'm so excited to announce we're extending our stay for another month," says Charlie Clark, Brand Building Manager at Unilever Canada. "Magnum® believes we are all entitled to pleasure, and due to the amazing response we've received from Canadians (and the inspiring creations we've seen develop!), we're thrilled to extend the opportunity to continue to create custom bars at the Pleasure Store until August 30."

With local and international celebrities visiting on a weekly basis, the Magnum® Pleasure Store quickly became the hotspot destination of the summer. From actor Joe Manganiello, to celebrity chef Mark McEwan, to fashion design duo Greta Constantine, stars have been flocking to the store to create their own custom bars. The next appearance will be by NHL player Joffrey Lupul, who will be at the store from 11:30AM (for a private media appearance until noon) to 12:30 PM (for a consumer meet-and-greet starting at noon) on Thursday, July 25.

The Magnum® Pleasure Store features the following 21 culinary and inspiring ingredients to combine and create your custom ice cream bar:

Crushed Popcorn
Chopped Hazelnuts
Crumbled Biscuit
Chocolate Flakes
Chopped Almonds
Crumbled Cornflakes
Chocolate Rice Crispies
Toffee Bits

Goji Berries
Culinary Rose Petals
Dried Coconut
Dried Strawberries
Macadamia Nut Pieces
Rose Praline
White Chocolate

Crumbled French
Canadian Maple Fudge
Popping Candy
Rock Sea Salt
Grape Nerds
Chili Flakes
Bacon Bits

To sum up the store's success, below are key highlights and a snapshot of the Pleasure Store to-date*:

11,534: Total number of bars sold to-date
9,084: Vanilla bars sold to-date
2,450: Chocolate bars sold to-date
501: Average number of bars sold per day
24,041: People who visited the store from June 28 - to-date
7: Celebrities who've made custom ice cream bars
21: Inspiring topping ingredients available
5: Pounds of nerds used to-date
7: Pounds of fudge used per week
3: Number of months it took to build out the Toronto Magnum® Pleasure Store
1,543: Twitter posts featuring the hashtag #mymagnum

The store is open 7 days a week until August 30.
Store Hours:
Monday-Saturday: 12:00pm - 10:00pm
Sunday: 11:00am - 6:00pm
Visit, or to learn more.

About the Magnum® Pleasure Store:
Celebrated for its real Belgian chocolate and super premium ice cream, Magnum® is inviting store visitors throughout the month of July to create their own custom Magnum® ice cream bar. There are 21 unique and delicious ingredients available at the Magnum® Pleasure Store, such as maple fudge, shaved coconut, and culinary rose petals.

About Magnum®:
Launched in 1989, Magnum® was the first hand held ice cream developed as a premium adult offering, and the attention to detail doesn't stop with the ingredients. The distinctive "M" monogram embossed on the luxurious Belgian chocolate-coated ice cream bar confirms you're enjoying a timeless luxury.

An international ice cream sensation loved in over 43 countries, Magnum® achieved full national distribution in Canada in May 2011. Unilever is the keeper of the Magnum® legacy in Canada and is proud to have brought this super premium ice cream experience to pleasure seekers across the country

MAGNUM is a registered mark used under license by Unilever Canada, Toronto, Ontario M4W 3R2

*As of July 22, 2013




Image with caption: "Magnum(R) extends first ever North American Pleasure Store closing date to August 30 due to overwhelming success in Toronto (CNW Group/Magnum)". Image available at: