General Business

M&M’S Welcomes First New Character in a Decade

For the first time in a decade, M&M’S®, part of Newark-based Mars Wrigley, is expanding its iconic crew with the introduction of a new character and spokescandy named Purple.

According to Mars Wrigley, the new character is designed to represent acceptance and inclusivity, and will be known for its earnest self-expression. Keen self-awareness, authenticity and confidence are the driving forces behind Purple’s charm and quirky nature, the company said. She joins the legendary cast of M&M’S characters, who recently were given a refresh with updated looks and more nuanced personalities back in January.

“Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self – our new character reminds us to celebrate what makes us unique,” said Jane Hwang, global vice president at Mars Wrigley. “Our purpose story is just getting started and the introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”

To mark the global debut, Purple is harnessing the power of music to showcase her individuality with the release of her first music single and video. The musical debut entitled, “I’m Just Gonna Be Me” features the talents of saxophonist Grace Kelly, dance and choreography professionals Devin Santiago and Colo Cag, opera singer Anthony Roth Costanzo, and special appearances by the rest of the M&M’S crew including Red, Yellow, Orange, Brown, Blue and Green.

As part of the M&M’S FUNd, a global initiative intended to track the brand’s impact on its mission to increase a sense of belonging for ten million people by 2025, “I’m Just Gonna Be Me” will be available on all major music streaming platforms and will support inclusive arts and entertainment. For every stream, a one dollar donation (up to five hundred thousand dollars) will be made to Sing for Hope, a non-profit that harnesses the power of the arts to bring hope, connection and purpose to millions of people around the world through music.

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