# Mutant Superhuman Candies This Campaign Re-Imagines M&Ms as the Official Candy of the X-Men Movie By Charlotte Joyce Kidd | Published 2015-10-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/official-candy References: [finance.yahoo](http://finance.yahoo.com/news/m-ms-joins-forces-x-161700875.html) & [comicbookmovie](http://www.comicbookmovie.com/fansites/MarvelFreshman/news/?a=125743) M&M's adorable anthropomorphic candy characters are getting new looks as the official candy of the new X-Men: Apocalypse movie. In an image released with the official candy partnership announcement, two of the M&Ms are garbed in full X-Men apparel. Ms. Green is dressed up as Storm with a fashionable leather cape and pixie-cut white hair. Yellow is wearing a burgundy helmet and cape as Magneto. Thanks to a hilarious and successful [M&Ms advertising campaign](https://www.trendhunter.com/trends/skittles-obsessed), TV viewers everywhere are familiar with the M&Ms candy characters. Having them dress as popular movie characters in a co-branded initiative is another innovative marketing idea. The upcoming installment in the X-Men film franchise has already created a lot of excitement, and this official candy partnership will certainly generate attention for both the [Mars-owned candy brand](https://www.trendhunter.com/trends/mars-wrigley-easter-2025) and the X-Men: Apocalypse campaign. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 28% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Co-branded Initiatives:** Opportunities exist for brands to collaborate on marketing campaigns that feature beloved characters from popular movies or shows. - **Movie-inspired Merchandise:** Brands can capitalize on the popularity of upcoming films by creating merchandise that features characters from the movie. - **Fashionable Brand Collaborations:** There is potential for fashion brands to collaborate with popular franchises to create fashionable clothing inspired by movie characters. ### Industries Being Reshaped - **Confectionery:** Candy brands can partner with movie franchises to create co-branded initiatives and boost brand awareness. - **Entertainment:** Movie studios can collaborate with brands to create merchandise that extends the reach of their films and characters. - **Fashion:** Fashion brands can collaborate with popular movie franchises to create clothing lines featuring characters from the film. ## Related on Trend Hunter - [Candy-Inspired Holiday Movies](https://www.trendhunter.com/trends/mms-red-one.md) - [NFT-Inspired Candies](https://www.trendhunter.com/trends/limited-edition-mms.md) - [Prehistoric Blockbuster Candies](https://www.trendhunter.com/trends/mms-mega-peanut-butter.md) - [Experiential Marketing Campaigns](https://www.trendhunter.com/trends/campus-tour.md) - [Generational Unity Candy Campaigns](https://www.trendhunter.com/trends/mms-its-more-fun-together.md) - [Halloween-Inspired Candy Mixes](https://www.trendhunter.com/trends/mms-mad-scientist-mix.md) - [60s Superhero Cereal Branding](https://www.trendhunter.com/trends/general-mills-and-marvel-studios.md) - [Branded Collaboration Candy Gifts](https://www.trendhunter.com/trends/edible-arrangements-and-mms.md) - [All-Female Chocolate Packagings](https://www.trendhunter.com/trends/mms-packaging.md)