The X-Men are adding some colorful members into the mix.
M&M's has announced that it's joining forces with 20th Century Fox's upcoming film, X-Men: Apocalypse, makingM&M's the exclusive chocolate and confectionery promotional partner for the movie.
That means beloved M&M's icons Red, Yellow, Green, Orange, Blue and Brown will play leading roles in the movie's marketing efforts.
"This deal truly brings together two of the biggest superheroes of Hollywood — M&M's and X-Men," says Berta de Pablos-Barbier, v.p. of marketing, Mars Chocolate North America. "X-Men is one of the most popular and thrilling franchises in movie history, and we like to say M&M's are the official chocolate candies of the movies. Together, we hope to make the experience even more fun for movie lovers."
X-Men: Apocalypse opens in theaters Friday, May 27 and is one of the most widely anticipated movies of 2016.
M&M's plans to leverage the partnership with a full 360-degree campaign. Efforts will include retail displays and packaging, digital and out-of-home media, TV and in-cinema advertising, consumer promotions, public relations, as well as social media content.
M&M's World and My M&M's will also feature themed merchandise and special blends of candy featuring film icons to support the partnership.
"Who doesn't love M&M's and their hilarious band of characters? M&M's Chocolate Candies are a part of the movie experience, so what better movie to pair them up with than the next film in our epicX-Men film franchise," says Zachary Eller, senior v.p., marketing partnerships, 20th Century Fox. "The work that Mars is doing to bring this partnership to life is fantastic."