Global Toy News Insight
Mars and The Walt Disney Company are bringing their global M&M’S and Marvel collaboration to U.S. retailers, introducing limited-edition collectible candy packaging, exclusive merchandise, and fan-focused promotions ahead of Marvel Studios’ Avengers: Doomsday, arriving in theaters December 18. The campaign features seven character mash-up designs pairing the iconic M&M’S Spokescandies with Marvel superheroes, including a Walmart-exclusive Doctor Doom package. Additional promotions include nationwide sweepstakes and a custom crossover comic book limited to 10,000 physical copies, reinforcing the collectible appeal of the partnership.
For the toy industry, the collaboration highlights the expanding commercial influence of entertainment licensing and the growing importance of cross-category merchandising. By transforming everyday consumer products into collectible, character-driven experiences, Mars and Disney demonstrate how established intellectual properties can generate additional retail touchpoints beyond traditional toys. The combination of limited editions, retailer exclusives, and entertainment-driven promotions offers valuable lessons for toy manufacturers and licensors seeking to strengthen consumer engagement, extend brand relevance, and capitalize on fan enthusiasm. As the boundaries between toys, collectibles, and lifestyle products continue to blur, collaborations like this underscore the importance of treating fandom as a broader retail ecosystem rather than a single product category.
M&M’S and Marvel Unite for a U.S. Collaboration between Two Fan Favorites Across the Marvel Universe and the Candy Aisle
The collaboration features limited-edition packs, fan-focused sweepstakes and a custom crossover collector’s comic ahead of the theatrical release of Marvel Studios’ “Avengers: Doomsday”
KEY POINTS:
- M&M’S and Disney are expanding their rich history of shared fan experiences, bringing their action-packed global M&M’S x Marvel campaign to the United States.
- U.S. fans can experience the collaboration with seven limited-edition collectible mash-up packs featuring the M&M’S Spokescandies dressed as their favorite Marvel characters available in October including an exclusive pack available only at Walmart featuring Yellow as Doctor Doom in celebration of Marvel Studios’ “Avengers: Doomsday,” in theaters December 18.
- Consumers can expect fan-first experiences, including a custom crossover comic book and nationwide sweepstakes to win epic prizes, including the ultimate getaway aboard Disney Cruise Line.
CHICAGO, Oct. 8, 2026 /PRNewswire/ — M&M’S®, proudly part of Mars, and The Walt Disney Company are continuing their global M&M’S and Marvel campaign, offering new ways to experience the Marvel Universe and M&M’S ahead of Marvel Studios’ “Avengers: Doomsday,” in theaters December 18. Beginning this fall, fans can experience the action with limited-edition collectible M&M’S packs featuring character mash-ups, a nationwide sweepstakes with amazing prizes and a collectible crossover comic book.
Driven by the belief that “It’s More Fun Together,” the M&M’S and Marvel collaboration brings together Marvel’s iconic storytelling with the vibrant, fun world of M&M’S. The collaboration builds on the longstanding relationship between M&M’S and Disney, which has brought fans together through the colorful M&M’S experiences and touchpoints across Disney’s theme parks and resorts in a way only these brands can. Now, the global Marvel campaign is making its way to the U.S., giving fans another way to connect with two beloved brands that have captivated generations.
“M&M’S and Marvel fans share an unmatched passion for connecting through fun, characters and storytelling, and we are thrilled to bring this global collaboration to the U.S. with exciting new, and delicious, experiences,” said Maria Urista, Vice President of Chocolate Marketing, Mars Snacking. “From limited-edition character mash-up packs in the candy aisle to exclusive comic books and sweepstakes, we’re giving fans across the country thrilling new ways to assemble, connect and celebrate the fandoms they love, while enjoying their favorite candy, in a way only our two brands can.”
Fans also got a sneak peek of the campaign at D23: The Ultimate Disney Fan Event with a preview of the limited-edition M&M’S packs featuring custom character mash-ups, photo opportunities and sweet Marvel comic book variant cover art featuring the M&M’S Spokescandies.
“Collaborations like this showcase what’s possible when two beloved brands come together around a shared passion for fans,” said Becca Vodnoy, Senior Vice President of Corporate Alliances at The Walt Disney Company. “Marvel’s rich storytelling legacy has inspired generations, and we saw a unique opportunity to imagine the M&M’S Spokescandies as part of that fandom. This global campaign brings the worlds of Marvel and M&M’S together in a way that is playful, unexpected and designed to create memorable experiences for fans everywhere.”
Marvel Mash-ups Hit the Candy Aisle
The collaboration comes to life with seven limited-edition packs featuring custom character mash-ups that bring the M&M’S Spokescandies into the Marvel Universe. These mash-ups 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. These exclusive packs will be available in Sharing Size, Share Size and Single Size packs across popular varieties including Milk Chocolate, Minis, Peanut and Peanut Butter. Fans can find these collectible packs at retailers nationwide, starting October. As an added fan bonus, there is also an exclusive Doctor Doom pack available only at Walmart, featuring Yellow as Doctor Doom in celebration of the theatrical release of Marvel Studios’ “Avengers: Doomsday.”
Scan for a Chance to Win
Starting October 15, fans have a chance to take their M&M’S and Marvel experience even further through a Mars nationwide sweepstakes. Fans can simply scan the QR code on any limited-edition M&M’S x Marvel packs or visit mms.com/en-us/Marvel for a chance to win super-powered prizes, including the ultimate getaway aboard Disney Cruise Line.
The Crossover Comes to Comics
M&M’S and Marvel are bringing the adventure to the comic book page with a custom M&M’S x Marvel crossover comic book. Only 10,000 physical copies of this collector’s item will be printed, giving fans a rare opportunity to own a limited-edition piece of M&M’S x Marvel history. Fans will have a chance to secure the comic book at select events leading up to the film’s release in theaters on December 18.
And the Adventure Continues
Fans in the U.S. and around the world can look forward to more exciting crossover moments, fun content, limited-edition products, out-of-this-world perks and in-store experiences as the campaign continues to unfold between M&M’S and Marvel. Visit mms.com/en-us/Marvel to explore more about the M&M’S and Marvel collaboration. Because when it comes to adventure, “It’s More Fun Together.”
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
ABOUT THE WALT DISNEY COMPANY
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international entertainment and media enterprise that includes three business segments: Entertainment, Sports, and Experiences.
ABOUT “MARVEL STUDIOS’ AVENGERS: DOOMSDAY”
In Marvel Studios’ “Avengers: Doomsday,” beloved heroes from three distinct universes will be set on a deadly collision course and face an existential threat unlike anything they’ve ever encountered. The film is directed by Anthony and Joe Russo; produced by Kevin Feige, Louis D’Esposito and Jonathan Schwartz; and stars Robert Downey Jr., Chris Evans, Chris Hemsworth, Pedro Pascal, Paul Rudd, Anthony Mackie, Florence Pugh, Vanessa Kirby, Ebon Moss-Bachrach, Wyatt Russell, Channing Tatum, Simu Liu, Ian McKellen, Hayley Atwell, Tom Hiddleston, James Marsden, Patrick Stewart, Joseph Quinn, Sebastian Stan, David Harbour, Letitia Wright, Lewis Pullman, Kelsey Grammer, Kathryn Newton, Danny Ramirez, Winston Duke, Alan Cumming, Hannah John-Kamen, Rebecca Romijn, Mabel Cadena, with Tenoch Huerta Mejia. “Avengers: Doomsday” releases in cinemas December 18, 2026.
