M&M's, Kate Spade New York Debut Candy-Inspired Accessories
Mars Inc.’s M&M’s has teamed up with global lifestyle brand Kate Spade New York to launch a limited-edition collection of candy-themed handbags, jewelry and accessories this holiday season.
The collaboration taps into joy and the current trend of nostalgia, which is particularly popular among Gen Z consumers. The products are inspired by M&M's iconic packaging and reflect all seven of the core candy shell colors, while incorporating Kate Spade’s fashion designs, according to a media release. The collection includes:
- An embellished smooth leather 3D crossbody and chain coin purse that looks like an enlarged M&M and is available in the candy brand's colorful palette.
- An embellished patent PU 3D crossbody and packet key fob inspired by the classic peanut M&M's packaging.
- Jewelry including bracelets, earrings, necklaces, charms and stackable rings inspired by the candy's recognizable shape.
The limited-edition M&M's x Kate Spade New York collection, ranging in price from $40-$428, launches Nov. 1 across 33 countries including Australia, China, France, Japan and the U.K. and U.S. It will be available for purchase at select M&M's and Kate Spade New York stores, select department stores and airport locations, as well as online at MMs.com and KateSpade.com.
Additionally, the brands are inviting consumers who sign up for early access Oct. 23-29 on MMs.com to purchase the products before the hard launch.
Other launch activity will include:
- A sweepstakes that awards pieces from the collection. Consumers can enter on the candy brand’s website Nov. 1-18.
- A TikTok Shop, where select pieces of the collection, including jewelry, leather goods and accessories will be available on M&M’s first-ever TikTok Shop starting Nov. 4, via mobile access only. Consumers who purchase a product through the social commerce platform will receive an exclusive Kate Spade-branded chocolate M&M’s gift.
"The M&M's brand has long been committed to bringing people together through colorful fun," Jane Hwang, general manager global M&M's, said in the release. "Partnering with a brand like Kate Spade New York, known for joy and everyday celebrations, is the perfect complement this holiday season."
"Kate Spade New York has always been rooted in joy through personal style and self-expression, with products that deliver vibrant pops of color, playful patterns and dimensional textures," added Charlotte Warshaw, vice president, Americas wholesale, global licensing & collaborations of Kate Spade New York. "This iconic collaboration with M&M's delivers just that and does so in a way that puts our Gen Z customer front-and-center."