Mars announced the U.S. retail rollout of its M&M'S x Marvel collaboration on October 8.
It arrives nine months after its January announcement promised an online launch in March.
The expanded campaign adds a Walmart-exclusive Doctor Doom pack, a nationwide sweepstakes, and a crossover comic ahead of "Avengers: Doomsday."
"M&M'S and Marvel fans share an unmatched passion for connecting through fun, characters and storytelling," said Maria Urista, VP of chocolate marketing at Mars Snacking.
The October promotion is the retail phase of a campaign Mars has been rolling out across more than 65 markets all year.
Wolverine, Deadpool, Daredevil, Elektra, and She-Hulk all appear on the M&M'S packs.
None of the five has an actor on the film's published cast list.
This strategy gives Mars a reason to keep the brand collaboration in stores through December, when Marvel's own marketing takes over the conversation.
M&M'S Caps Its Collector Comic at 10,000 Copies
The October rollout includes seven limited-edition packs featuring M&M'S Spokescandies dressed as Marvel characters.
Yellow is Wolverine, Red is Deadpool, Blue is Daredevil, Purple is Elektra, Green is She-Hulk, Brown is Yelena, and Orange is Red Guardian.
A separate Walmart-exclusive pack features Yellow as Doctor Doom, tying the retail lineup to "Avengers: Doomsday."
The packs come in multiple sizes and varieties, including Milk Chocolate, Minis, Peanut, and Peanut Butter.
Mars also adds a collectible crossover comic, with only 10,000 physical copies planned.
Fans can try to secure a copy at select events before the film's release.
But the company did not name the events or explain whether the comic would be sold or given away.
Starting October 15, shoppers can scan QR codes on the packs or visit the M&M'S website to enter a nationwide sweepstakes.
Prizes include a Disney Cruise Line getaway.
The limited print run gives the comic real scarcity, though Mars hasn't said where fans can actually get one.
Licensed Products Capture Consumer Spending
Licensed merchandise generated $389.8 billion in global sales in 2025, up 5.45% year over year, according to Licensing International.
Entertainment and character properties accounted for $161.8 billion, or 41.5% of the total market.
Anime, video games, and manga account for 34% of that entertainment total, nearly matching the 33% from film, TV, and scripted content.
Fan loyalty is the asset here, and co-branding lets a candy brand rent it for a single season.
The M&M'S x Marvel collaboration shows how recognizable characters can drive consumer demand.
- Familiar characters drive instant recognition. Brands should pair products with established IP to make new offers easier to understand.
- Retail exclusives drive store choice. Companies should coordinate exclusive products with retail partners to encourage store-specific purchases.
- Collectibles need an accessible route to consumers. Teams should clarify availability and distribution to increase participation.
Licensed merchandise represents a substantial global market, but each partnership still needs a compelling product and a clear path to purchase.
Our Take: Is M&M'S Promising a Cast Reunion Marvel Never Confirmed?
Mars' character lineup raises a question that its own press release can't answer.
The release lists 31 actors for "Avengers: Doomsday," and none of them plays five of the seven characters on the M&M'S packs.
We doubt that the full lineup shows up on screen, at least not the way that the packaging suggests.
Hugh Jackman, Ryan Reynolds, Charlie Cox, and Tatiana Maslany are all off the list, and no Elektra actor appears either.
Marvel has held casting back before, so the gaps give fans something to argue about straight through the press tour.
The risk for Mars is that shoppers may read a candy wrapper as a casting leak that nobody promised.
Licensed products can start theories about a film months before release, and the attention is free until the theories turn into complaints.
Reese's is borrowing an outside audience the same way, teaming with Zillow on a Halloween search.
Both brands are renting a crowd someone else built, and Marvel decides when the casting questions on these wrappers get answered.
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