There’s a big marketing change coming to one of the most popular candies in the U.S. It’s the one that melts in your mouth, not in your hand.
M&M’s took to social media Monday to announce it has indefinitely paused those popular spokescandies you’ve undoubtedly seen in commercials. Comedian and actress Maya Rudolph will be taking their place for the time being.
In a released statement, M&M’s said the slight changes made to the spokescandies over the last year triggered a reaction online.
“We weren’t sure if anybody would even notice…but now we get it — even a candy’s shoes can be polarizing. Which was the last thing M&M’s wanted since we’re all about bringing people together,” the statement reads.
It further emphasizes how Maya Rudolph will “champion the power of fun” to bring everyone together once more.
Last year, M&M’s gave the mascots a makeover to create an inclusive world and one “where everyone feels they belong.” The characters were given a refreshed look with “more nuanced personalities to underscore the importance of self-expression and power of community through storytelling.”
Much discussion has surrounded the green M&M, who has been criticized for being too sexy. Her traditional go-go boots have been replaced with sneakers so that she can be known more than just for her boots. Other characters, such as the brown M&M, have been given more “professional” shoes with lowered heels.
After the revamp, Fox News host Tucker Carlson aired a segment called “Candy in Sexy Shoes is Highly Offensive” in which he voiced his displeasure with the new designs. He stated that M&M’s would not stop their progress until every cartoon character “is deeply unappealing, and totally androgynous.”
In October, M&M’s introduced a new purple character who represents acceptance and inclusivity and is known for her charm and quirky nature.
The candy brand has also dropped prefixes on their M&M’s last year to focus more on their personalities than their genders.
M&M’s announced in January that it will be releasing an all-female pack, featuring Purple, Brown and Green to uplift and empower women.
