In a move that merges two of the world’s most recognizable pop-culture entities, Mars has announced a massive global collaboration between M&M’S and Disney’s Marvel Studios. According to a report by MarketingDive, the campaign will see the beloved M&M’S spokescandies “suiting up” as iconic Marvel superheroes, marking a significant expansion of the long-standing partnership between Mars and Disney.
The campaign, set to debut in late January 2026, will eventually span 65 global markets. It is designed to capitalize on the immense hype surrounding the next phase of the Marvel Cinematic Universe (MCU), specifically targeting the highly anticipated releases of Spider-Man: Brand New Day and Avengers: Doomsday. By aligning with these blockbuster titles, M&M’S aims to tap into the Marvel franchise’s “avid fan base” while reinforcing its own brand message of cross-generational unity.
A Heroic Makeover
The centerpiece of the collaboration is a collection of seven limited-edition M&M’S packs. Each pack features a specific spokescandy dressed as a legendary Marvel character. The lineup includes:
- Yellow as Wolverine
- Red as Deadpool
- Blue as Daredevil
- Purple as Elektra
- Green as She-Hulk
- Brown as Yelena Belova
- Orange as Red Guardian
These collectible packages will be available across several M&M’S variants, including Milk Chocolate, Peanut, Peanut Butter, Crispy, and Milk Chocolate Minis. In the U.S., the packs are expected to hit the brand’s official website and M&M’S retail stores in March 2026 before rolling out to wider retail locations.
Beyond the packaging, the campaign leans heavily into humor and digital storytelling. A series of new video spots features the spokescandies arriving at Marvel Studios for “auditions.” In typical M&M’S fashion, the sessions go hilariously awry as the candies struggle to perform stunts, remember their lines, and fit into the high-stakes world of superheroics.
Strategic Synergy
As noted by MarketingDive, the partnership is a natural evolution for Mars, which has maintained a deep relationship with Disney through retail touchpoints at Walt Disney World Resort and M&M’S flagship stores. However, this global campaign represents a more integrated marketing effort.
The timing is particularly strategic. Marvel Studios is currently ramping up activity for Avengers: Doomsday, a film expected to be a pivotal event for the franchise. The movie will see Robert Downey Jr. return to the MCU—this time as the villainous Victor von Doom—and will feature a massive ensemble cast, including the X-Men and the Fantastic Four. By placing the spokescandies in the middle of this “blockbuster team-up,” Mars ensures its brand remains at the forefront of the cultural conversation.
“It’s More Fun Together”
The Marvel collaboration is being launched under the umbrella of M&M’S current creative platform, “It’s More Fun Together.” Introduced in June 2025, the platform focuses on the idea of shared experiences and “unifying moments” that bridge different generations.
“The collaboration spans digital content, experiences, prize giveaways, merchandise and seven limited-edition packs,” MarketingDive reports, highlighting the multi-faceted nature of the rollout. To further drive consumer engagement, the special-edition packs will feature QR codes. When scanned, these codes lead fans to digital experiences and opportunities to win various prizes.
The creative muscle behind the campaign includes BBDO Chicago and Team OMC, who handled the creative development. Paid media efforts are being led by Starcom, with Weber Shandwick managing public relations.
Building Anticipation
By leaning into the personality of its mascots—who have long been the face of the brand’s marketing—M&M’S is betting that the humor of “candies playing dress-up” will resonate with both children and adult Marvel fans. Whether it’s the Red M&M channeling the wisecracking energy of Deadpool or the Yellow M&M attempting the gruff stoicism of Wolverine, the campaign leverages the distinct traits of the characters to create a memorable brand experience.
As the campaign rolls out across 65 markets, it stands as one of Mars’ most ambitious global initiatives in recent years, proving that even after decades on the shelf, the M&M’S spokescandies still have plenty of tricks—and perhaps a few superpowers—up their sleeves.
Source: MarketingDive
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