Mars to push M&M’s in UK and Europe

Mars is launching M&M’s branded merchandise in the UK and part of Europe aimed at teenagers, young adults and families.

The merchandise, including sportswear, leisurewear, toys, gifts, mugs and cereal bowls, will be sold in department stores. Space has already been set aside in Benetton’s Milan store and goods could also be sold on the Internet.

M&M’s merchandising in the US, featuring the brand’s “spokescandy” chocolate bean characters on goods from telephones to clothing, is said to be worth $100m (&£62m). The sweet itself is worth $2bn (&£1.2bn) globally.

M&M’s superstore in Las Vegas draws 300,000 visitors a month, but there are no plans yet for a similar store in Europe.

Mars has brought in licensing agents Copyright Promotions Licensing Group (CPLG) to sign up retailers and manufacturers.

CPLG head of brand management Ian Downes says: “We’re looking to reflect some of the fun characteristics of M&M’s brand.

“Products will be sold in specific departments such as children’s sections, but we also want to develop in-store focus areas.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here