M&M’s releases NFT-inspired candy

Mars releases limited-edition M&M’s featuring BAYC NFTs and Kingship logos.
August 25, 2022 - Cynthia Chung

Candy company Mars have used their Bored Ape permissive commercialization rights to put their Ethereum NFTs on toys, clothing, restaurants, and alcohol packaging and other products. Limited-edition Bored Ape M&Ms will also hit the shelves. 

The candy company announced it had made a deal with Universal Music Group’s 10:22 PM label, which licensed the Ape NFT images from Kingship.

Kingship is a ‘Metaverse band’ created from NFTs owned by investor and entrepreneur Jimmy ‘j1mmy’ McNelis, which was revealed last November. Following in the footsteps of popular virtual band Gorillaz—the label 10:22PM has created characters around the Bored Ape illustrations and is writing original music for the group, which will perform concerts in Metaverse realms.

‘Consumers’ expectations for what they want from their favorite brands [have] shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s,’ Mars Wrigley Global Vice President Jane Hwang said In a press release. 

Mars has released a limited quantity of 10,000 total packages of the NFT-inspired gift boxes and jars M&Ms, featuring Bored Ape and Kingship logos on each candy.

In the collection, the Gold Gift Box has already sold out while the M&Ms Celebratory Gift Box(priced at US$ 59.9) is still up for grabs. Meanwhile, the limited edition M&Ms Kingship gift jar (priced at US$ 39.99) is also on sale.

The Bored Ape Yacht Club is one of the most popular NFT projects in the NFT space. According to data from CryptoSlam, Yuga Labs’ NFT collection has led to almost US$ 2.4 billion in secondary trading volume to date. Sales from secondary trading, combined with follow-up and spin-off projects have generated over US$ 5.6 billion so far. 

Photo: Mars


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