Mars and Disney team up on global M&M’S-Marvel campaign for 2026, featuring collectible packs
Mars and The Walt Disney Co. are launching a global collaboration in 2026 that will pair M&M’S with Marvel characters through digital content, fan experiences and limited-edition candy packaging, the companies said.
Beginning in late January, the campaign will roll out across more than 65 markets throughout the year, featuring what the companies described as entertaining digital content, experiences, prizes, merchandise and seven limited-edition collectible packs with M&M’S and Marvel character “mashups.”
“At Mars, our global relationship with Disney has always been rooted in a shared belief in the power of fun and creating meaningful moments of connection,” said Rankin Carroll, Chief Brand Officer, Mars Snacking. “M&M’S and Marvel fans share a passion for characters and storytelling. This phase of our collaboration combines the best of both brands to deliver immersive experiences, content and new ways for fans to engage. By leading with what our consumers love, we’re inspiring fun, fandom and connection in a way only our two brands can.”
The companies said the campaign is driven by the idea that “It’s More Fun Together,” combining Marvel’s storytelling with the M&M’S brand. Mars and Disney have partnered in the past through M&M’S Stores at Disney Springs at Walt Disney World Resort and other Mars-branded touchpoints at Disney theme parks and resorts, the companies said.
As part of the campaign, the M&M’S “Spokescandies” will be featured in content that imagines them visiting Marvel Studios and auditioning for superhero roles — while also raising the question of whether they are actually meant for the spotlight or simply the snack table for a film set’s craft services, the companies said.
The seven character mashups named by the companies 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 packs are slated to become available starting in late January in select markets, with a global rollout through the year at major retailers, on MMS.com and in M&M’S stores. The companies said the packs will be sold in several varieties, including Milk Chocolate, Peanut, Peanut Butter, Crispy and Milk Chocolate Minis, and will include QR codes that can be scanned for a chance to win prizes and access additional content.
In the United States, the companies said, the limited-edition M&M’S x Marvel packs are expected to appear in March on MMS.com and at M&M’S Stores, with broader retail availability later in the year.
“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways,” said Mindy Hamilton, Senior Vice President of Alliances Marketing & Creative at The Walt Disney Company. “The Marvel Universe has built a rich legacy through iconic storytelling, resonating with generations of fans, and it was fun to imagine what could happen if M&M’S Spokescandies were part of that fandom, too. The result is an engaging global campaign that honors fans of both brands, celebrating moments of connection and fun!”
For more updates on M&M’S global collaboration with Marvel, visit mms.com/en-us/marvel.
