08/09/2022 – Products / M&M’S / NFT / Kingship / Chocolate / Confectionery / Limited Edition
M&M’S and NFT ‘supergroup’ launch limited edition box as Mars continues foray into metaverse
NFT supergroup KINGSHIP – consisting of three rare Bored Apes and one rare Mutant Ape – will appear on limited edition boxes of M&M’S® in honour of KINGSHIP’s mythological tour rider of essential backstage items.
KINGSHIP was created by 10:22PM – Universal Music Group’s next-gen label, which has been discovering, developing and empowering artists, digital creators and brands since 2018. And the fundamental inspiration for this first-of-its-kind collaboration with M&M’S is rooted in rock ‘n’ roll lore and legend. For decades, rock bands notoriously insisted on tour riders to satisfy talent requests for specific backstage beverages and snacks. Mars’ iconic candies – including world famous M&M’S – have been included in some of the most discerning requests from some of rock n’ roll’s most illustrious legends.
Physical collectable boxes
The physical collectible boxes have been created for fans of both KINGSHIP and M&M’S, and are only available for a limited time. Just 4,000 have been created in total: The Gold edition, the rarest version, comes in a white and gold foil gift box and includes custom printed candies with KINGSHIP group members Captain, KING, Arnell and Hud in individually numbered boxes from 1 to 100. M&M’S will also produce only 3,900 exclusive celebratory gift boxes in Brown. Additionally, there will be 6,000 gift jars of the candies – available today to fans in the US for a limited time at: https://mms.com/kingship
Introducing NFT culture to the masses
“Consumers’ expectations for what they want from their favourite brands has shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’S,” said Jane Hwang, Global VP at Mars Wrigley. “We’re excited to continue our Mars foray into the metaverse through this partnership with 10:22PM and KINGSHIP, as a way to engage our fans in a new and exciting space.”
“KINGSHIP is a group dedicated to the art of storytelling, so it was a great opportunity for us to both pay homage to rock’n’roll history, and one of the greatest bands of all time, but also create a unique fan experience for those that have joined this community at the start of their journey,” said Celine Joshua, founder of 10:22PM and the creator of KINGSHIP. “We are grateful to Mars and team at M&M’S for this incredible partnership to help introduce KINGSHIP and NFT culture to the masses, alongside M&M’S, a true icon of pop culture.”
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