Mars Retail Group has teamed up with two new licensees for an M&M’s-branded cookbook and accompanying bakeware.
Publications International’s M&M’s Fun Stuff Cookbook features more than 75 recipes using the colorful candy, alongside the brand’s iconic characters.
Summit Resources International’s new bakeware collection also features the M&M’s characters on a range of kitchen tools including a melamine bowl, cookie cutters, spatula, flipper, measuring spoons, measuring cups, aprons and oven mitts.
“Retailers are looking for strategic ways to increase sales, and we know that a display incorporating M&M’s brand candies and licensed merchandise will boost sales while adding excitement to the aisle,” says John Capizzi, general manager of licensing, Mars Retail Group. “We’re blending the colorful fun of the M&M’s brand with consumers’ desire to experiment in the kitchen.”