Godiva seems to have sensed their decline and has fought back via a recent explosion of Godiva's product line and expansion of their marketing.  I am not really a big fan of Godiva's chocolate - it has always been much more focused on looks rather than on substance and ingredients.  Having just returned from Singapore, I was amazed at seeing Godiva in every mall (and they have a lot!) and of course all over the airport.  I was surprised when leaving Los Angeles airport, in one of the little news/candy shops, that an entire wall was devoted to all things Godiva.

They have now gone far beyond the in-store bonbons they sell, which began with the bars being available at the checkout stand at Macy's and Barnes and Noble Booksellers.  From there they have grown the product line, adding "Chocoiste" products that have a truffle-like filling and come in several shapes from bars to bite-sized domes.  I have also seein little pearl-sized chocolates that you can pop in your mouth by the handful.  They have a gold collection, platinum collection and seasonal collections which are mostly just fancier boxes.  The trend is being followed by the other commercial chocolate makers like Hershey's and even Dove...dozens of incarnations of mediocre chocolate.  My hope is that people don't confuse these chocolates with the true artisan chocolates out there, made with the purest of ingredients and dedication of a true artist.