Mars and Disney are teaming up for a major global campaign that brings together M&M’S and the Marvel universe. The year-long campaign will hit more than 65 markets worldwide featuring collectible products, experiences, digital content, and more.
The collaboration is built to appeal to both candy lovers and fans of Marvel’s movies and characters.
Included in the collaboration will be,
- Seven limited-edition collectible M&M’S x Marvel packs featuring the M&M’S “Spokescandies” dressed as Marvel characters, including Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena, and Orange as Red Guardian.
- Digital content and fan experiences on social media and online platforms throughout the year.
- Customers can scan QR codes on the special packs to access additional content and enter for a chance to win prizes
The Global rollout is set to start this month, with the United States set to start seeing product arrive sometime in March at MMS.com and M&M’S Stores. Later this year, the packs will appear in stores.
Here is what Rankin Carroll, Chief Brand Officer of Mars Snacking said,
“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. 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.”
Mindy Hamilton, Senior VP of Alliances Marketing & Creative Disney, also offered this comment,
“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways. 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!”
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