M&M’S suits up as heroes in global Marvel campaign

Mars and The Walt Disney Company are building on their longstanding relationship with the launch of a global campaign between M&M’S and Marvel, set to roll out throughout 2026.

Driven by the belief that “It’s more fun together”, the collaboration merges Marvel’s iconic storytelling with the vibrant, playful world of M&M’S. The campaign spans generations and continents, targeting both Marvel and M&M’S fans with content, experiences and merchandise that highlight the shared love of characters and fandom culture.

M&M’S and Disney have a long history of co-created experiences, from the colourful M&M’S Stores at Disney Springs in Florida to activations across Disney’s theme parks worldwide. The new campaign expands these efforts to even more markets globally, bringing both brands to life in digital and physical touchpoints.

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As part of the campaign, fans can expect entertaining content featuring the M&M’S spokescandies — Red, Yellow, Green, Blue, Purple, Brown and Orange — dressed as Marvel characters. In playful videos, the spokescandies “audition” for their dream roles, blurring the line between snack and superhero.

The collaboration will also hit the candy aisle with seven limited-edition M&M’S x Marvel packs, including Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena, and Orange as Red Guardian. Packs will debut in late January in select markets and gradually roll out worldwide across M&M’S stores and major retailers. Each pack features a QR code giving fans the chance to win exclusive prizes.

Throughout 2026, the campaign will continue to unfold in more than 65 markets, with additional content, limited-edition products, in-store experiences and other fan-focused activations. 

“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways. 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.” said Mindy Hamilton, senior vice president of alliances marketing and creative at The Walt Disney Company. 

“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,” added Rankin Carroll, chief brand officer, 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.”

Closer to home, M&M's in Singapore ran a sure-win campaign during the festive season to reinforce the brand's core positioning of 'Share the joy' by creating fun, joy-filled interactions with consumers. The campaign featured a 'Joy box' featuring various Mars Snacking products where consumers can stand a chance to win prizes such as cruise holidays, pickleball sets, the latest gadgets and more.

In conversation with MARKETING-INTERACTIVE at the time, Chaliya Suchato, strategic demand director, Mars Wrigley Asia, said it chose a sure-win mechanic rather than a traditional contest or lucky draw in hopes of tapping into the excitement of instant discovery and to deliver immediate delight, aligning with Singapore's festive retail culture where convenience, engagement and memorable touchpoints come together to drive participation. 

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