Mars and The Walt Disney Company are bringing their global M&M’s x Marvel campaign to the U.S., putting seven limited-edition collectible packs in the candy aisle at retailers nationwide beginning in October, ahead of the Dec. 18 theatrical release of Marvel Studios’ “Avengers: Doomsday.”
The packs feature the M&M’s Spokescandies dressed as Marvel characters: Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena and Orange as Red Guardian. They will be available in
Sharing Size, Share Size and Single Size in Milk Chocolate, Minis, Peanut and Peanut Butter varieties. An exclusive eighth design, Yellow as Doctor Doom, is available only at Walmart.
“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,” said Maria Urista, VP of chocolate marketing at Mars Snacking.
Beginning Oct. 15, consumers can scan the QR code on any of the limited-edition packs or visit the M&M’s website to enter a nationwide sweepstakes, with prizes including a Disney Cruise Line getaway. The campaign also includes a custom M&M’s x Marvel crossover comic book limited to 10,000 physical copies, available at select events leading up to the film’s release.
“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,” said Becca Vodnoy, SVP of corporate alliances at The Walt Disney Company.
The collaboration builds on the longstanding relationship between M&M’s and Disney, including M&M’s experiences at Disney theme parks and resorts, with additional crossover products and in-store experiences planned as the campaign unfolds.
Mars, a family-owned business with more than $65 billion in net sales including Kellanova, produces snacking brands including M&M’s, Snickers, Pringles and Cheez-It.
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