M&M’S, Marvel team up for limited-edition candy packs, sweepstakes and collectible comic book
M&M’S, a brand owned by Mars, and The Walt Disney Company are bringing their global M&M’S and Marvel collaboration to the United States, featuring limited-edition candy packaging, a nationwide sweepstakes and a collectible comic book ahead of the theatrical release of Marvel Studios’ “Avengers: Doomsday” on Dec. 18.
The campaign, built around the theme “It’s More Fun Together,” combines Marvel characters with the colorful M&M’S Spokescandies through special character mash-ups and promotional experiences.
“M&M’S and Marvel fans share an unmatched passion for connecting through fun, characters and storytelling, and we are thrilled to bring this global collaboration to the U.S. with exciting new, and delicious, experiences,” said Maria Urista, Vice President of Chocolate Marketing, Mars Snacking. “From limited-edition character mash-up packs in the candy aisle to exclusive comic books and sweepstakes, we’re giving fans across the country thrilling new ways to assemble, connect and celebrate the fandoms they love, while enjoying their favorite candy, in a way only our two brands can.”
The collaboration builds on the longstanding relationship between M&M’S and Disney, which has included M&M’S experiences at Disney theme parks and resorts.
Fans received an early preview of the campaign at D23: The Ultimate Disney Fan Event, where limited-edition packaging, photo opportunities and Marvel comic book variant cover art featuring the M&M’S Spokescandies were showcased.
“Collaborations like this showcase what’s possible when two beloved brands come together around a shared passion for fans,” said Becca Vodnoy, Senior Vice President of Corporate Alliances at The Walt Disney Company. “Marvel’s rich storytelling legacy has inspired generations, and we saw a unique opportunity to imagine the M&M’S Spokescandies as part of that fandom. This global campaign brings the worlds of Marvel and M&M’S together in a way that is playful, unexpected and designed to create memorable experiences for fans everywhere.”
The collaboration features seven limited-edition candy packages pairing M&M’S characters with Marvel superheroes and other characters.
The mash-ups include Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena and Orange as Red Guardian.
The collectible packaging will be available at retailers nationwide beginning in October in Sharing Size, Share Size and Single Size packages. Featured candy varieties include Milk Chocolate, Minis, Peanut and Peanut Butter.
An additional Walmart-exclusive package features Yellow as Doctor Doom in recognition of the upcoming release of “Avengers: Doomsday.”
Beginning Thursday, Oct. 15, fans can participate in a nationwide sweepstakes by scanning the QR code on limited-edition M&M’S x Marvel packages or visiting mms.com/en-us/Marvel.
Prizes include a getaway aboard Disney Cruise Line.
The companies are also releasing a custom M&M’S x Marvel crossover comic book, with only 10,000 physical copies being printed.
Fans will have opportunities to obtain the limited-edition comic book at select events leading up to the film’s Dec. 18 release.
Mars and Disney said additional promotional experiences, limited-edition products, exclusive content and in-store activities are planned as the global campaign continues.
Additional information about the collaboration is available at mms.com/en-us/Marvel.
