M&M’S goes full Marvel in global campaign to tap into fandom culture
M&M’S is suiting up for 2026 with Marvel character crossovers, limited-edition packs, and fan-first experiences across 65 markets
Two global fan-favorite brands are joining forces in 2026: Mars has announced a major worldwide campaign between M&M’S and Marvel, rolling out across 65+ markets throughout the year.
The campaign marks a new phase in Mars’ ongoing collaboration with Disney and is designed to bring together candy culture and comic book fandom across content, merchandise, and physical experiences.
This article explores what’s behind this sweet superhero crossover, what brands can learn from it, and why Mars is betting on character-driven content to keep M&M’S relevant in the age of fandom marketing.
Short on time?
Here’s a table of contents for quick access:
- What’s new with the M&M’S x Marvel campaign
- Why fandom is central to Mars’ brand strategy
- What marketers should know about this collab playbook
Patrecia Meliana
What's new with the M&M'S x Marvel campaign
The year-long campaign kicks off in late January with seven limited-edition M&M’S x Marvel packs. Each candy spokescandy is dressed up as a Marvel character, from Yellow as Wolverine to Orange as Red Guardian, creating snackable superhero crossovers for fans and collectors.
The collaboration includes:
- Character mashup packaging across Milk Chocolate, Peanut, Crispy, and other flavors
- Audition-style video content featuring M&M’S characters trying out for Marvel roles
- Digital and in-store activations at major retailers, M&M’S stores, and MMS.com
- Fan engagement via QR codes on packs offering a chance to win exclusive prizes
As the campaign expands globally, Mars and Disney will introduce more content, limited drops, and retail experiences designed to reach both Marvel superfans and M&M’S loyalists.
Why fandom is central to Mars' brand strategy
This campaign builds on a long-standing relationship between Mars and Disney. The brands have previously collaborated on M&M’S retail stores at Disney Springs and park activations worldwide. But this time, Mars is leaning harder into the fandom economy, targeting audiences who thrive on character-based engagement and collectible experiences.
Mindy Hamilton, Senior Vice President of Alliances Marketing & Creative at Disney, highlighted the idea of imagining what it would look like if the M&M’S spokescandies existed within the Marvel Universe. Meanwhile, Mars' Chief Brand Officer Rankin Carroll noted that both fan bases “share a passion for characters and storytelling,” and that this campaign is designed to tap into that emotional connection.
By bridging IPs and merging storylines, Mars is creating not just co-branded products but narrative-driven content that invites consumers to play along. In effect, the brand is turning candy into media and inviting fans into a universe that’s both familiar and freshly imagined.
What marketers should know
For brands and marketers looking to engage modern consumers, this collab offers a few useful takeaways:
1. Fandom is a serious brand asset
Fandom-driven marketing isn’t just about cosplay or Comic-Con. It’s a long-game strategy rooted in character loyalty, storytelling, and emotional ownership. By integrating M&M’S into the Marvel universe, Mars is banking on narrative relevance to drive both engagement and sales.
2. Packaging can be content
The limited-edition packs aren’t just eye candy. They're also media units, each one a mini billboard for a crossover narrative, with QR codes that pull consumers deeper into the brand world. For CPG marketers, this is a reminder that product design can double as content delivery.
3. Physical retail still has power when paired with digital
Mars is activating the campaign across stores, online, and through social content, recognizing that fandom thrives on omnichannel experiences. This kind of hybrid strategy will be key for brands looking to stay top-of-mind in both digital and physical spaces.
4. Instant gratification builds delight
In Southeast Asia, Mars used a “sure-win” campaign in Singapore during the holiday season to reinforce joy and immediacy. According to Mars Wrigley Asia’s Strategic Demand Director Chaliya Suchato, the mechanic was chosen to tap into the festive retail mindset where instant rewards feel more aligned than slow-burn contests. For brands, this shows how smart mechanics can elevate campaign relevance in different cultural contexts.
M&M’S isn’t just selling candy in 2026. It’s selling a world where candy plays a character. By merging the appeal of Marvel’s storytelling with the playful identity of its own mascots, Mars is rewriting what brand collaborations can look like.
Fandom is no longer a niche. It’s a scalable, cross-generational engagement model. If used strategically, it can turn even the most traditional product into a cultural conversation.
