M&M’S, Marvel unite in new global campaign rolling out across 65 markets

United States – Mars and The Walt Disney Company have announced a new global collaboration between M&M’S and Marvel, set to roll out across multiple markets in 2026.

According to the companies, the campaign builds on their existing partnership and brings together Marvel’s storytelling with the M&M’S brand, under the theme “It’s More Fun Together.” It is designed to span digital content, in-store activations and limited-edition products, targeting fans of both brands across generations and regions.

“At Mars, our global relationship with Disney has always been rooted in a shared belief in the power of fun and creating meaningful moments of connection,” said Rankin Carroll, chief brand officer at Mars Snacking. “M&M’S and Marvel fans share a passion for characters and storytelling. This phase of our collaboration combines the best of both brands to deliver immersive experiences, content and new ways for fans to engage. By leading with what our consumers love, we’re inspiring fun, fandom and connection in a way only our two brands can.”

The collaboration follows previous joint initiatives, including M&M’S retail experiences at Disney Springs at Walt Disney World Resort and other Mars brand integrations across Disney theme parks and resorts. The new campaign extends that relationship to additional markets globally.

The global rollout is scheduled to begin in late January, with activations launching throughout the year in markets worldwide. The campaign will include digital content, experiential elements, merchandise, exclusive prizes and seven limited-edition collectible M&M’S x Marvel packs featuring new character mashups.

Campaign content centres on the M&M’S Spokescandies, portrayed as Marvel fans who audition for superhero roles after being invited to Marvel Studios, blurring the line between starring on set and serving as craft services. Fans will see the characters reimagine iconic superheroes through short-form content and in-store packaging.

The seven character mashups 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. The limited-edition packs will be available from late January in select markets and will continue to roll out globally throughout 2026 via major retailers, MMS.com and M&M’S stores. Products will be offered across Milk Chocolate, Peanut, Peanut Butter, Crispy and Milk Chocolate Minis varieties. QR codes on packs will also allow consumers to access additional content and prize opportunities.

Further campaign activity is planned throughout 2026, with additional crossover moments, content, products and in-store experiences expected in more than 65 markets. In the United States, the limited-edition packs are set to appear on MMS.com and in M&M’S Stores from March, with broader retail availability later in the year.

“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways,” said Mindy Hamilton, senior vice president of alliances marketing & creative at The Walt Disney Company. “The Marvel Universe has built a rich legacy through iconic storytelling, resonating with generations of fans, and it was fun to imagine what could happen if M&M’S Spokescandies were part of that fandom, too. The result is an engaging global campaign that honors fans of both brands, celebrating moments of connection and fun!”