Collectible Candy Crossover Hits Shelves This Month Mars and The Walt Disney Company are bringing their M&M'S x Marvel campaign to U.S. consumers beginning this fall, featuring seven limited-edition packs that reimagine the M&M'S Spokescandies as Marvel characters. The packs will launch in stores this month, with an exclusive Doctor Doom variant available exclusively at Walmart. The Walmart exclusive features Yellow as Doctor Doom and ties into Marvel Studios' "Avengers: Doomsday," set for theatrical release on December 18.
Sweepstakes and Collectible Comics Drive Engagement Beginning October 15, fans can scan QR codes on limited-edition packs or visit mms.com/en-us/marvel to enter a sweepstakes offering prizes including trips aboard Disney Cruise Line. Mars and Marvel are also producing a limited-run crossover comic book with only 10,000 copies printed. The collector's item will be available at select events leading up to the film's December 18 release.
Why It Matters
Co-branded seasonal candy campaigns continue to drive trial and repeat purchases during tentpole entertainment releases. The multi-channel approach—retail packs, exclusive variants, experiential comic distribution, and digital engagement—mirrors successful playbooks from competitors like Coca-Cola and Pepsi in leveraging film releases for confectionery sales velocity.
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Written by FBM Publications Editors
