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M&M’s brings inclusive take to its characters. What does this mean for the green M&M? – Raleigh News & Observer


Mars, Incorporated announced a rebranding of M&Ms to become more inclusive.

Mars, Incorporated announced a rebranding of M&Ms to become more inclusive.

M&Ms

M&M’s characters, each with their own personalities, are getting a new look to become more inclusive, the candy maker has announced.

Mars Inc., which makes the popular candy, said the change is meant as a way to help increase “the sense of belonging” for people worldwide.

The characters, who serve as M&M’s mascots, will begin to develop “more nuanced personalities to underscore the importance of self-expression and power of community through storytelling,” the brand said. M&M’s tone will shift to become “more inclusive, welcoming and unifying.”

What does this mean about the physical looks of the M&M’s? Look to their footwear, for starters.

Green, known for her sultry look and go-go boots, now wears casual sneakers. Orange, often shown with a nervous look, now has his shoes tied as opposed to untied.

You’ll still be able to recognize each character, who will keep most of their signature looks. But the candies will each have a unique personality to fit their design.

You can learn more about each M&M’s character on the candy’s website. Mars previously marketed Green with her sex appeal, but they now want her to be known as a ”hypewoman” in support of her friends.

“I think we all win when we see more women in leading roles,” Green says in describing her best quality.

Mars will also incorporate different shapes and sizes of M&M’s pieces in their advertising. Some are tall and skinny, others wide, some tiny.

“As one of the world’s most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M’S?” Cathryn Sleight, chief growth officer at Mars Wrigley, said in a statement.

In typical internet fashion, social media users poked fun at M&M’s rebranding. Many referred to the move as a “woke” decision, while others simply wondered if it was necessary.

“Because I can’t enjoy a bag of M&Ms until I’m ‘represented,’” one user said.

“Will somebody just tell me which M&Ms I’m allowed to be attracted to?” another user asked.

Mike Stunson covers real-time news for McClatchy. He is a 2011 Western Kentucky University graduate who has previously worked at the Paducah Sun and Madisonville Messenger as a sports reporter and the Lexington Herald-Leader as a breaking news reporter.
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