I’ve never been a big fan of the personification of M&M’s candies. It’s not all that appealing to think of the candy I’m eating as a living being, but that hasn’t stopped the company from creating personalities for the chocolate treats.

Now, Mars has partnered with Walmart and Disney to deliver an exclusive, limited-time-offer M&M’s package tied into “Avengers: Doomsday,” the upcoming blockbuster that will advance the Marvel Cinematic Universe (MCU) while introducing Robert Downey Jr. as Doctor Doom.

It’s a broad partnership that goes beyond the candy aisle.

• M&M’s and Disney are expanding their rich history of shared fan experiences, bringing their action-packed global M&M’s x Marvel campaign to the United States.
• U.S. fans can experience the collaboration with seven limited-edition collectible mash-up packs featuring the M&M’s Spokescandies dressed as their favorite Marvel characters. These are available in October, including an exclusive pack available only at Walmart, featuring Yellow as Doctor Doom in celebration of Marvel Studios’ “Avengers: Doomsday,” in theaters Dec. 18.
• Consumers can expect fan-first experiences, including a custom crossover comic book and nationwide sweepstakes to win epic prizes, including the ultimate getaway aboard Disney Cruise Line.

It’s a fairly silly partnership, since the packaging on M&M’s doesn’t actually change the candy inside, but “Avengers: Doomsday” is likely to be the biggest movie of the year, and fans will likely snap up any collectibles.

LTOs drive sales

While everyone knows the M&M’s brand, a new limited-time offer (LTO) tied to a huge movie franchise draws attention to a product customers may overlook.

“LTOs tap into novelty, scarcity, and excitement and are a powerful tool for confectionery brands wanting to stand out on the shelf,” Oterra Marketing Chief Vibeke Haislund said.

And tying Doctor Doom to the yellow M&M could be especially effective.

“While trying new tastes was important, seasonal themes and eye-catching packaging were other external factors that encouraged trying new LTOs. But color sealed the deal for many consumers, linking flavors to themes,” Ottera’s data showed.

More Walmart:

• Walmart gives shoppers a free way to skip the holiday chaos
• Walmart brings back a holiday returns perk shoppers count on every year
• Walmart’s CEO tells BofA where his retail chain is headed next

Erica Norton, who served as Hershey’s director of global consumer insights and innovation, explained the appeal of LTOs.

“Consumers love the excitement that limited editions and seasonal flavors bring,” she told Progressive Grocer.

In some ways, she noted, it’s deeper than just a snack.

“Candy is a go-to for comfort and ‘me time’ moments, when people want to escape from the madness of their current situation,” she added.

Walmart has a new exclusive M&M offering.

Shutterstock

Walmart and Marvel tap into what people want

As a huge Marvel fan, I have been actively avoiding learning anything about what Disney has planned for “Avengers: Doomsday.” An LTO candy, however, lets me celebrate my fandom without giving away any parts of the movie.

“The collaboration builds on the longstanding relationship between M&M’S and Disney, which has brought fans together through the colorful M&M’S experiences and touchpoints across Disney’s theme parks and resorts in a way only these brands can. Now, the global Marvel campaign is making its way to the U.S., giving fans another way to connect with two beloved brands that have captivated generations,” Mars shared in a press release.

Doctor Doom is not the only character involved.

“The collaboration comes to life with seven limited-edition packs featuring custom character mash-ups that bring the M&M’S Spokescandies into the Marvel Universe,” Mars shared.

• These mash-ups include Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena, and Orange as Red Guardian.
• These exclusive packs will be available in Sharing Size, Share Size, and Single Size packs across popular varieties including Milk Chocolate, Minis, Peanut, and Peanut Butter.
• The Doctor Doom pack is exclusive and available only at Walmart.

Disney offers a free cruise and an exclusive comic

If you buy a limited-edition pack of “Avengers: Doomsday” M&M’s, you can win prizes, including a free Disney cruise.

“Starting October 15, fans have a chance to take their M&M’S and Marvel experience even further through a Mars nationwide sweepstakes. Fans can simply scan the QR code on any limited-edition M&M’S x Marvel packs or visit mms.com/en-us/Marvel for a chance to win super-powered prizes, including the ultimate getaway aboard Disney Cruise Line,” the company shared.

In addition to the sweepstakes, Disney and M&M’s are collaborating on a limited-edition comic book.

“Only 10,000 physical copies of this collector’s item will be printed, giving fans a rare opportunity to own a limited-edition piece of M&M’S x Marvel history. Fans will have a chance to secure the comic book at select events leading up to the film’s release in theaters on December 18,” according to Mars and Disney.

At the core of this offering, however, is the joy of eating candy.

”Candy serves as a mental wellbeing option for many consumers because of its emotional connection,” Sally Lyons Wyatt, global executive vice president and chief advisor of consumer goods and foodservice insights at Circana, told CStore Dive.

“It’s fun to eat. It makes us happy. Eaten in moderation, candy can be an inexpensive joy maker.” 

Related: Lululemon tries to get its mojo, and its customers, back