M&M’s pulls characters out after conservative attacks

THE M&M’s announced this Monday (23) an ‘indefinite break’ of its mascots in the company’s marketing actions. The ‘retirement’ of the characters, a team of anthropomorphic colored confections, is a company response to the attacks suffered by conservative influencers in recent weeks.

“Now we get it – even a sweetie’s shoes can be polarizing. Which is the last thing M&M’s is, as all we want is to bring people together,” reads the official announcement posted on M&M’s social media page.

A message from M&M’S. pic.twitter.com/EMucEBTd9o

— M&M’S (@mmschocolate) January 23, 2023

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The chocolate confection came into the sights of conservative influencers in 2022, after launching a campaign with the motto “turn the status quo”. Starring “feminine” confections (namely: the brown M&M, the green M&M and a recently introduced purple M&M), the campaign consisted of a special edition with part of the proceeds from sales reverted to actions in support of women.

The action was criticized by names like Tucker Carlsoncommentator of Fox News, which attacked the inclusive characteristics of the characters themselves. According to him, the action would include a lesbian M&M’s and an obese one. Another conservative influencer, Nick Adamssaid that “any American with half a brain must be furious about M&M’s”, claiming that “manhood is under attack like never before in history” (via forbes).

With the departure of the characters for an indefinite period, Mars, manufacturer of M&M’s, chose the actress Maya Rudolph as the new spokesperson for the brand, as it is a name that is appreciated by everyone in the United States.

The M&M’s characters were adopted by the brand for the first time in 1954, for the advertisement of the peanut confection. Since then, they have appeared in several of the company’s international actions, in various shapes and sizes.