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M&M’s Joins the X-Men

Mars Chocolate North America has unwrapped a partnership between M&M's Chocolate Candies and 20th Century Fox's upcoming blockbuster movie "X-Men: Apocalypse." Under the deal, M&M's will be the exclusive chocolate and exclusive chocolate and confectionary promotional partner of the film, which premieres Friday, May 27, 2016.

"This deal truly brings together two of the biggest superheroes of Hollywood – M&M's and X-Men," said Berta de Pablos-Barbier, VP, marketing at Hackettstown, N.J.-based Mars Chocolate North America. "X-Men is one of the most popular and thrilling franchises in movie history, and we like to say M&M's are the official chocolate candies of the movies. Together, we hope to make the experience even more fun for movie lovers."

"M&M's Chocolate Candies are a part of the movie experience, so what better movie to pair them up with than the next film in our epic X-Men film franchise?" added Zachary Eller, SVP, marketing partnerships at Los Angeles-based 20th Century Fox.

M&M's will leverage the partnership with a full 360-degree campaign encompassing retail displays and packaging; digital and out-of-home media; TV and in-cinema advertising; consumer promotions; public relations; and social media content. Additionally, M&M's World and My M&M's will support the partnership via themed merchandise and special blends of candy featuring characters from the film.

The brand teased the partnership at the Mars booth space at New York Comic Con, which took place Oct. 8-11 at the Javits Center in New York City.

Directed by Bryan Singer and starring Michael Fassbender, Jennifer Lawrence and James McAvoy, "X-Men: Apocalypse" is the follow-up to the 2014 film "X-Men: Days of Future Past."

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