Mars is releasing limited-edition M&Ms candy featuring Bored Ape Yacht Club NFT imagery on it, according to the candy company. The deal is between Mars and Universal Music Group’s 10:22 PM label, which licensed the Ape NFT images from a notable collector.
“Consumers’ expectations for what they want from their favorite brands [have] shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s,” says Mars Wrigley Global Vice President Jane Hwang in a release.
Mars has released limited amounts of the NFT-Inspired M&Ms, featuring Bored Ape and Kingship logos on each piece. The company plans to sell only 10,000 total packages of the special NFT-branded candy in gift boxes and jars.
The Gold Gift Box has already sold out. However, you can still purchase the M&Ms Celebratory Gift Box for $59.99 USD. The limited edition M&Ms Kingship gift jar is also on sale for $39.99. It’s unknown if Mars will bring a second wave of special edition Kingship M&Ms back.
The Bored Ape Yacht Club is one of the most popular NFT projects in the NFT industry. Yuga Labs’ NFT collection has generated nearly $2.4 billion in secondary trading volume to date, according to data from CryptoSlam.