Image source: Mars
M&M’S is stepping into the Marvel universe with a new global collaboration that brings together two of the world’s most recognisable pop-culture franchises. The campaign, developed in partnership with Marvel Studios and parent company The Walt Disney Company, will roll out across more than 65 markets from late January, combining digital content, in-store activations, experiences, prizes and limited-edition collectible packaging.
At the centre of the campaign are the M&M’S Spokescandies, who take on the roles of iconic Marvel characters in a playful twist on superhero stardom. Across a series of new videos, the characters arrive at Marvel Studios for auditions that quickly descend into chaos, as they struggle with stunts, scripts and the realities of blockbuster filmmaking. The collaboration extends into retail through seven limited-edition M&M’S x Marvel packs, each featuring a different character mash-up. Yellow appears as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena and Orange as Red Guardian.
The global rollout is timed to coincide with Disney’s wider push around upcoming Marvel releases, including Spider-Man: Brand New Day and Avengers: Doomsday, reinforcing the campaign’s role as part of a broader entertainment and marketing ecosystem rather than a standalone brand activation.
For M&M’S, the partnership builds on a long-standing relationship between parent company Mars and Disney, which already includes M&M’S retail locations at Disney Springs at Walt Disney World Resort and multiple touchpoints across Disney’s theme parks and resorts. Expanding that relationship into a year-long global campaign allows the brand to tap more deeply into Marvel’s multi-generational fan base while scaling engagement well beyond physical destinations.
Strategically, the collaboration aligns with M&M’S’ creative platform It’s More Fun Together, introduced in 2025, which focuses on shared moments, humour and cross-generational connection. By merging Marvel’s storytelling universe with the familiar personalities of the Spokescandies, the campaign positions fandom itself as a unifying force, whether that’s through watching superhero films, collecting limited-edition packs or engaging with digital content.
Creative for the campaign was handled by BBDO Chicago in collaboration with Team OMC, with paid media led by Starcom and public relations by Weber Shandwick. The execution spans entertainment, retail and digital touchpoints.
Throughout 2026, the M&M’S x Marvel collaboration will continue to evolve with additional content drops, merchandise, in-store experiences and prizes, reinforcing the idea that for both brands, the real superpower lies in bringing fans together.
