M&M released a collection of candy packs featuring characters from Bored Ape Yacht Club’s NFTs collection licensed by Universal Music Group’s 10:22 PM label.
Mars Wrigley, a U.S.-based global food manufacturer and owner of the M&M candy company, has entered into an agreement with one of the world’s most famous NFT collections called the Bored Ape Yacht Club.
They have launched a series of customized packages together with KINGSHIPa super group of Bored Ape with the aim of paying tribute to the legends of rock and roll. There will be 3 different limited edition products where each one will carry the 6 colors of the M&M’s candies. The particularity is that the candies will have personalized prints with the members of the group KINGSHIP named as: Captain, KING, Arnell and Hud.
The collections have been made official by a video on twitter by both participants. The first one called “Gold Limited Edition Gift Box” are already sold out and it was the rarest one with a value of $99.99 dollars, it was made by a limited edition white and gold foil, it includes custom printed candies previously named, only 100 units were sold and you could buy one box per person.
The second collection is still available for purchase (although they are only available in the United States and Europe). They cost $59.99 USD per box, 3900 units were created and each one contains 453.6 g of M&M candies. You will be able to buy 5 boxes per person.
The third collection will have a number of 6000 units and will not be boxes, but the sale of the M&Ms will be produced through a plastic tube of 360 g each. They are also available on the official launch page and are priced at $39.99 dollars. Up to 10 jars can be purchased per customer.
On the other hand, it is unknown if Mars Wrigley along with M&M will bring a second wave of special edition KINGSHIP, but they have certainly kicked the board into bringing a collection of characters that were created through a collection of non-fungible tokens. In this case, Bored Ape Yacht Club is one of the most popular NFT projects in the industry and they currently have a Market Capitalization of 728,800 ETH equivalent to about $1,218,189.20 at the time of this writing according to data from CoinGecko.
Mars Wrigley’s global vice president, Jane Hwang said they have done research and knew that young consumers want their favorite brands like M&M’s to change and innovate, especially with such culturally famous brands as the world’s most recognized confectionery.
Moreover, it is the beginning of what seems to be the merger between NFTs collections and physical products. Usually we see brands and companies recognized around the world innovate and join the rise of blockchain technology and non-fungible tokens, but this time it is the other way around and KINGSHIP’s NFTs join a brand that offer tangible, i.e. physical, products.
Finally, there have been 10,000 products in total launched by M&M together with KINGSHIP and hopefully we can see more companies changing their culture and marketing strategy to offer more up-to-date innovations and adding to NFTs, either with non-fungible token collections themselves or simply in basic services with images and customizations of the most recognized NFTs collections in the crypto ecosystem.
Written by Rodrigo Catalan (TW: @RodrigoCatalanB) for NFT Express.