HACKETTSTOWN — A crowd of about 300 people gathered in front of the Mars Chocolate North America plant this afternoon in anticipation of a ceremonious street re-naming in town, followed by the grand opening of the first ever temporary M&M's World Store on Main Street.

The crowd stood at the front entrance, looking at a combination of dignitaries and cartoon, larger-than-life M&M character statues.

Lieutenant Governor Kim Guadagno thanked Mars Chocolate North America for “sticking it out with New Jersey,” adding that she hoped it will continue to expand the company in the state.

“Finally, we’re going to become the Hershey, Pa., of Hackettstown,” she said.

Congressman Scott Garrett spoke of his love for candy and the “iconic product” created by Mars Chocolate. “Growing up as a child where would you rather be working than in a candy factory? As an adult, where would you rather have a candy factory than in your town?” he asked.

Hackettstown Mayor Maria DiGiovannia said she was happy to “firm up the partnership” between the company and Hackettstown. She read a section from a proclamation declaring today “Mars Chocolate North America Day.”

She unveiled the winner of the street re-naming competition, a chocolatey brown street sign with white lettering: “M&M’s Chocolate Ave.” The sign will go up tomorrow.

President of Mars Chocolate North America, Debra A. Sandler, said this is the best year ever for the company and encouraged people to shop at the pop-up store in town. “Halloween is a fairly important time for our business,” she said. She thanked the town’s mayor for helping the project come to fruition so quickly.

After the street re-naming, dignitaries and residents made their way to the pop-up store at 160 Main St. Dignitaries got first crack at the merchandise — Congressman Garrett and the Lt. Governor browsed through “Made in Hackettstown” T-shirts and mugs decorated with M&M’s characters.

The store had a soft opening this morning, and director of store operations, Glen Tetreault, said that the store has been popular so far. This morning, people came from as far as Virginia and Scranton, Pa. One couple even flew in from Hawaii, Tetreault said.

Marty Epstein, owner of Marty’s Reliable Cycle, which is situated next-door to the world store on Main Street, said he is happy to see Mars in town and “would love to see” a permanent store.