Candy brand Mars has released limited edition NFT-inspired M&M’s, featuring Bored Ape and Kingship on each candy. Mars has partnered with Universal Music Group (UMG) label 10:22PM to create limited edition M&M’s based on Kingship, a virtual band made up of three Bored Ape Yacht Club (BAYC) and one Mutant Ape Yacht Club (MAYC) avatars.
As part of this newest deal, the Ape avatars depicted in the NFT art will be printed on the chocolate candies in limited edition packs. There are a total of 4,000 limited edition boxes, split between two tiers of rarity.
The normal tier is packaged in 3,900 brown celebratory gift boxes. The premium tier is 100 “gold edition” boxes wrapped in white and gold foil, with the numbers 1 through 100 and Kingship member’s apes printed on the M&Ms.
Additionally, 6,000 candy gift jars have also been put up for sale today via M&M’s website. Kingship Key Card NFTs holders have got early access to this promotion, indicating the gold edition boxes may already be gone.
Bored Ape Yacht Club owners have used their IP rights to turn their NFT imagery into everything from apparel to toys, restaurants, and even alcohol packaging. Recently, Shammi Shinh’s BAYC NFT champagne bottle sold for a mighty $2.5M.
Jane Hwang, Mars Wrigley Global Vice President showed excitement for this launch saying, “Consumers’ expectations for what they want from their favorite brands have shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s.”
