M&M’s Get New Kicks As Part Of Inclusivity Makeover

M&M’s is getting a makeover as its parent company Mars looks to make the brand more inclusive.

The brand’s iconic M&M’s characters, which first debuted in 1954, will see what the candy company called a “fresh, modern take” that includes “more nuanced personalities.”

The company will also incorporate more shapes and sizes of M&M’s characters and color palettes which it said: “proves that all together, we’re more fun.”

One of the key changes to the six M&M characters that will be noticeable to consumers will be their new shoes. Green no longer has her knee-high go-go boots, opting instead for a pair of sneakers, CNN reported. Brown now has lower heels, and Red’s and Yellow’s shoes feature laces while Orange’s shoes are no longer untied. Blue’s shoes remain virtually unchanged.

The shoe changes may seem subtle, but Anton Vincent, president of Mars Wrigley North America, told CNN it’s a cue that consumers really pick up on and one that Mars gets plenty of feedback on – one the company looks to make more current and representative of its customer.

The M&M’s logo will also undergo a transformation with an added emphasis on the ampersand that will connect the two Ms, which is designed to show how the brand serves to bring people together.

The M&M’s logo was last updated in 2019, according to CNN.

Going forward, customers will also see the tone of the brand change as messaging will now focus on inclusivity with a welcoming and unifying voice that remains rooted in the company’s “signature jester wit and humor.”

“We're excited to reveal our new M&M's brand look and feel, which fans will see come to life across all M&M's touchpoints around the globe,” Jane Hwang, global marketing vice president at Mars Wrigley, said in a statement.

“From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we'll incorporate colorful visuals, inclusive messaging and our purpose into all we do to prove that all together, we're more fun,” she added.

The changes to the M&M’s characters and brand logo are expected to roll out online this week and appear on M&M’s packaging and other marketing materials throughout the year, CNN said.