Bored Apes Will Melt in Your Mouth: M&M’s Releases NFT-Inspired Candy
Bored Ape Yacht Club owners have used their permissive commercialization rights to turn their Ethereum NFT imagery into everything from apparel to toys, alcohol packaging, and restaurants. But now you can actually eat a few Bored Apes via limited-edition M&M’s.
Candy brand Mars today announced that it has signed a deal with Universal Music Group (UMG) label 10:22PM to create limited edition M&M’s based on Kingship, its virtual band made up of Bored Ape Yacht Club and Mutant Ape Yacht Club avatars. "Consumers' expectations for what they want from their favorite brands [have] 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 Mars Wrigley Global Vice President Jane Hwang, in a release.
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