Those Bored Monkeys Will Melt In Your Mouth: M&M’s Launches NFT-Inspired Candy

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In short

  • Mars is releasing limited-edition M&M’s candies with Bored Ape Yacht Club NFT images on them.
  • The deal is between Mars and Universal Music Group’s 22:22 label, which licensed Ape NFT footage from a notable collector.

Bored Ape Yacht Club the owners used their permissive marketing rights to transform their Ethereum NFT imaging in everything from clothing and toys to liquor wrappers and restaurants. But now you can actually to eat a few Bored Apes via limited-edition M&M’s.

Candy brand Mars announced today that it has signed a deal with Universal Music Group (UMG) label 22:22 to create limited edition M&M’s based on Kingship, its virtual group consisting of Bored Ape Yacht Club and Mutant Monkey Yacht Club avatars.

“Consumer expectations of what they want from their favorite brands [have] changed, and at Mars, we know we need to be more innovative than ever with a brand as culturally famous as M&M’s,” Mars Wrigley’s Global Vice President Jane Hwang said in a statement.

royalty was unveiled last November as a “metaverse group” created from NFT owned by investor and entrepreneur Jimmy “j1mmy” McNelis. The 10:22PM label has created personalities around the illustrations of Bored Ape and is developing original music for the group – following the model established by the popular virtual group Gorillaz – who will perform concerts at metaverse worlds.

The group has also launched its own NFT “key cards” which provide exclusive benefits and access to holders. NFT owners had early access to purchase M&M’s candies.

As part of the deal, Mars released limited quantities of M&M’s-branded chocolate candies, which feature images of Bored Apes and Kingship iconography. In total, Mars will only sell 10,000 total packs of candies between gift boxes and gift jars.

Decrypt contacted UMG representatives for additional details on the terms of the agreement and how the partnership closed, but we did not hear back immediately.

An NFT is a blockchain token which acts as a deed of ownership of a virtual item and can be used for things like profile pictures, artwork, and collectibles. As the NFT market has gained momentum, reaching $25 billion of trade volume in 2021 alone, brands increasingly entered via collaborations or their own digital collection drops.

The Bored Ape Yacht Club is arguably the most popular project in space. Yuga Labs’ NFT Collection has generated nearly $2.4 billion in secondary transaction volume to date, according to data from CryptoSlam. Combined with follow-up and spin-off projects, Bored Ape-related NFTs have collectively grossed over $5.6 billion in secondary trades to date.

To be clear, this M&M deal is not a partnership with Yuga Labs or the Bored Ape Yacht Club brand. Instead, Bored Ape NFT owners can use their own images to create products and projects, and can license those artwork to brands if they choose.

Kingship’s deal with UMG’s 22h22 label is an example of a licensing deal, and this new alliance with Mars adds an extra layer to it. Bored Ape images were also used for Fast foodmarijuana and alcohol packaging, apparel, collectibles, and more.

Bored Apes also caused a stir in the music scene. In addition to Kingship, popular producer and musician Timbaland has released music around his own Bored Ape avatar, and started a record label for other artists to do the same.

Rappers Eminem and Snoop Dogg have also released a music video together featuring their monkeys – and Snoop is open a dessert corner on the theme of one of his monkeys.

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