Candy aisles are about to witness a superhero makeover. M&M’s has joined forces with Marvel to launch a limited-edition superhero collection. If “The Fantastic Four: First Steps” collabs seemed over the top, fans are about to be blown away by the upcoming global campaign. Launching in 65 markets worldwide, the collaboration marks a significant milestone in their strategic partnership.
M&M’s team up with Marvel for new campaign
M&M’s partnership with Marvel is officially underway. It promises an exciting array of digital content, immersive experiences, and merchandise for fans in 2026. The collaboration, set to unfold over the course of the year, offers a diverse range of engaging fan activation as well as products.
Sharing her thoughts on the collaboration, Rankin Carroll, Mars Chief Branding Officer, said, “M&M’S and Marvel fans share a passion for characters and storytelling. This collaboration combines the best of both brands to deliver immersive experiences and new ways for fans to engage”.
M&M’s is launching a series of seven limited-edition collectible packs, reimagining the beloved Spokescandies as prominent Marvel superheroes. While “Avengers: Doomsday” rules over everyone’s minds right now, this campaign showcases the Spokescandies’ versatility, with characters included from notable roles within the MCU. By adding characters like She-Hulk, Wolverine, and Yelena, the chocolate brand is expanding their presence beyond the Avengers franchise.
The seven-character mash-up packs feature a distinctive lineup of M&M’s characters reimagined as Marvel superheroes, namely:
- Yellow as Wolverine
- Red as Deadpool
- Blue as Daredevil
- Purple as Elektra
- Green as She-Hulk
- Brown as Yelena
- Orange as Red Guardian
The characters come in exclusive packaging across various sizes and flavors of Milk Chocolate, Peanut, Peanut Butter, Crispy, and Milk Chocolate Minis. Each pack includes a QR code, enabling fans to engage with the campaign and access additional content.
M&M’s new Marvel collectible packs will initially be introduced in France in late January. A subsequent rollout to additional markets, including the United States, is scheduled for later this year.
Mars has pledged to deliver additional M&M’s x Marvel promotions and limited-edition products throughout the year. The intent is to prompt someone to remark that the M&M’s Spokescandies can indeed “do this all day”.
