M&Ms and Marvel assemble for major industry collaboration

M&M’s is ‘ready to assemble’ with a special collaboration alongside Disney and the Marvel movie world, as it sets out on a key global branding campaign this month, reports Neill Barston.

As our title has previously covered, tie-ins with the movie and entertainment world are becoming ever-more frequent for the confectionery sector, and this year will be no exception to that.

Rankin Carroll, Chief Brand Officer, Mars Snacking, believed the collab could have a marked impact.

He said: “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.”

As the company added, the move is driven by the belief that “It’s More Fun Together,” the M&M’S and Marvel collaboration brings together Marvel’s iconic storytelling with the vibrant, fun world of M&M’S.

This campaign unites two of the world’s biggest fandoms, spanning generations and continents, to deliver fun for all consumers across the Marvel universe and the candy aisle.

M&M’S and Disney have a rich history of creating fun, immersive experiences through the colorful M&M’S Stores at Disney Springs at Walt Disney World Resort, as well as a myriad of sweet Mars touchpoints across Disney’s theme parks and resorts. The new campaign from these two brands expands its reach to even more fans in markets around the world.

Beginning in late January, this new global campaign will come to life across the entirety of the M&M’S world, launching throughout the year in markets around the world. Everyone can look forward to entertaining digital content, incredible experiences and exclusive prizes, merchandise and seven limited-edition collectible packs featuring never-before-seen M&M’S and Marvel character mashups that combine fun, flavor and fandom.

The M&M’S Spokescandies are such big Marvel fans that when the call comes to visit Marvel Studios, they spring into action like true super heroes, ready to star in the next movie – and this year is set to see them take to the limelight once again as the brand’s key ambassadors.