Mars, Disney Expand M&M's Marvel Partnership to 65 Markets
Mars and Disney scale M&M's Marvel collaboration to 65 markets with QR-enabled packs, experiential retail, and year-long movie tie-ins launching January 2026.
Mars and The Walt Disney Company are expanding their M&M's Marvel collaboration into a 65-market global campaign launching throughout 2026, transforming what began as localized theme park activations into an integrated marketing ecosystem spanning digital, retail, and experiential touchpoints.
The campaign builds on the companies' existing relationship, which includes M&M's retail stores at Disney Springs in Florida and regional promotions like Singapore's festive "Joy box" campaign featuring instant-win prizes. The 2026 expansion introduces seven limited-edition product packs pairing M&M's spokescandies with Marvel characters, each featuring QR codes that unlock exclusive digital prizes and content.
Character Mashups Drive Collectible Strategy
The limited-edition packs pair each M&M's spokecandy with a Marvel character: 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 products launch in late January across M&M's stores and major retailers globally, with additional in-store experiences and fan activations planned throughout the year.
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"The Marvel Universe has built a rich legacy through iconic storytelling, resonating with generations of fans," said Mindy Hamilton, senior vice president at Disney, highlighting the campaign's focus on multi-generational appeal.
The QR code integration reflects a gamification approach tested in Mars' Singapore market promotions, where the "Joy box" campaign offered electronics and cruise prizes through instant-win mechanics. This strategy aligns with broader Asia-Pacific trends where social commerce is projected to reach $125 billion by 2027, driven primarily by platforms like TikTok Shop and YouTube's shopping features.
Sustained Movie Tie-Ins Extend Campaign Longevity
The 2026 campaign timeline positions the M&M's Marvel collaboration to capitalize on Marvel's theatrical releases, including Avengers: Doomsday scheduled for December 2026. This sustained activation model mirrors successful approaches in Southeast Asian markets, where Alibaba achieved 300% active user growth through year-long influencer partnerships in Malaysia and Singapore.
Rankin Carroll, chief brand officer at Mars Snacking, emphasized the partnership's foundation in "shared belief in the power of fun and creating meaningful moments of connection," noting the collaboration delivers "immersive experiences, content and new ways for fans to engage."
The timing also reflects shifting consumer trust patterns in Asian markets. Research shows 83% of Singapore consumers trust peer recommendations compared to just 4% who trust traditional advertising, making collectible products that drive social sharing particularly valuable for brand visibility.
From Theme Parks to Digital Ecosystems
The campaign represents an evolution from Mars and Disney's previous collaborations, which centered on physical retail locations at Disney theme parks. The addition of QR-enabled digital engagement creates multiple interaction points beyond in-store purchases, a strategy that proved effective in other Asian markets where Google's Vietnam AI event generated 18.2 million views through experience-driven content.
The 65-market rollout includes Asia-Pacific territories, though specific regional launch dates and market-specific activations have not been disclosed. The campaign's "It's more fun together" theme targets fans across multiple generations, combining Marvel's storytelling legacy with M&M's character-driven brand identity through video content featuring spokescandies "auditioning" for superhero roles.
Additional campaign elements including exclusive merchandise collections and fan experiences will launch throughout 2026, with details to be announced as the partnership progresses across different markets and retail channels.
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