Mars Inc. and The Walt Disney Company have launched a Canadian marketing campaign tying together M&M’S and Marvel through limited-edition products, contests and a Toronto pop-up event running later this month.
The campaign is part of a broader global collaboration between the confectionery brand and Marvel that will include special packaging, consumer promotions and in-person experiences across more than 65 markets through 2026.
The Canadian component of the campaign includes the opening of an M&M’S Hero Studio pop-up in Toronto from May 21 to 31 at 938 Queen St. W., where visitors will be invited to participate in themed activities tied to Marvel characters and the M&M’S Spokescandies.
“At Mars, our global relationship with Disney has always been rooted in a shared belief in the power of fun and creating meaningful moments of connection,” said Rankin Carroll, chief brand officer at Mars Snacking.
“M&M’S and Marvel fans share a passion for characters and storytelling. This next phase of our collaboration combines the best of both brands to deliver immersive experiences, content, and new ways for fans to engage. By leading with what our consumers love, we’re inspiring fun, fandom and connection in a way only our two brands can.”
Mars said the campaign storyline centres on the M&M’S Spokescandies auditioning for Marvel-inspired roles after being invited to visit Marvel Studios earlier this year.
The company said Toronto residents will be able to gain access to the Hero Studio activation through promotional activity tied to oversized M&M’S installations appearing around the city. The pop-up will feature themed challenges, photo opportunities and product sampling.
The campaign also includes a national consumer contest running from April 1 through Aug. 31. Consumers who purchase M&M’S products can enter online for a chance to win a Disney Cruise vacation grand prize or one of 44 secondary prizes through a promotional website operated by Mars.
“Our M&M’S Spokescandies found their way to Marvel Studios and were given the chance to audition to become real heroes. Now, we’re giving Toronto a turn!” said Patrick Zeng, marketing head for Mars Snacking Canada.
“We’re excited to watch the city step into the spotlight and prove they’ve got the power to join this heroic lineup.”
Disney said the campaign builds on its existing relationship with Mars and uses Marvel characters alongside the M&M’S brand mascots to create consumer engagement opportunities.
“We have a wonderful long-term relationship with Mars that enables us to come together in exciting ways,” said Mindy Hamilton, senior vice-president of alliance marketing and creative at The Walt Disney Company.
“The Marvel Universe has built a rich legacy through iconic storytelling, resonating with generations of fans, and it was fun to imagine what could happen if M&M’S Spokescandies were part of that fandom, too. The result is an engaging global campaign that honours fans of both brands, celebrating moments of connection and fun!”
The collaboration will also extend to retail shelves through seven limited-edition M&M’S x Marvel product packages now available across Canada.
The company said the packaging features character pairings including Yellow as Wolverine, Red as Deadpool, Blue as Daredevil, Purple as Elektra, Green as She-Hulk, Brown as Yelena and Orange as Red Guardian.
The themed products are being sold in milk chocolate, peanut, peanut butter and minis varieties at retailers including Loblaw Companies Limited, Walmart and Dollarama.
Mars said consumers can also scan QR codes on the packages to enter contests and access additional digital campaign content.
The companies said further campaign activities, products and in-store experiences are planned throughout 2026 as part of the broader international rollout.
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