KINGSHIP, the NFT supergroup created by the 10:22PM music label, will appear on limited-edition boxes of M&M’S in honor of KINGSHIP’s mythological tour rider containing required backstage items, which always includes M&M’S candies of all colors.
The inspiration for this collaboration 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, snacks and accommodations. Mars’ candies — including M&M’S — have been included in some of the most discerning requests from some of rock 'n’ roll’s legends.
These collectible boxes have been created for fans of both KINGSHIP and M&M’S. 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 to fans in the U.S. for at mms.com/kingship.
Holders of KINGSHIP Key Card NFTs were the first to know about this collaboration and were given an early opportunity to access the products on mms.com.
“Consumers’ expectations for what they want from their favorite 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 vice president 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.”
Since launching in November, the KINGSHIP team has quickly grown to include celebrity animator Jack Lanza, Grammy Award-winning music producers and NFT collector Jimmy McNelis, a.k.a. J1mmy.eth. KINGSHIP, whose Bored Ape characters include rare Golden Fur and Blue Beams Apes, was created by Celine Joshua, who recruited the members of the group from McNelis. In February, 10:22PM announced Manager Noët All (Bored Ape #5537) as KINGSHIP’s manager.
“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,” Joshua said. “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.”