Confectionery giant Mars has signed a deal with label Universal Music Group (UMG) to create limited edition M&Ms based on Kingship, its virtual group consisting of Bored Ape Yacht Club (BAYC) and Ape Yacht Club avatars.
This was triggered when BAYC owners used their permissive commercialization rights to convert Ethereum NFT imagery into clothing, toys, alcohol packaging or restaurants.
According to Mars Wrigley's Global Vice President Jane Hwang, the Mars company will make M&M more innovative than ever due to changing consumer expectations.
Also revealed, Kingship founder Jimmy McNelis created a "metaverse band" created from non-fungible tokens (NFT).
In fact, Kingship also produced the Bored Ape illustration personality as well as developed original music based on the model set by the popular virtual band Gorillaz who will hold a concert in the metaverse world.
In addition, the band's issuance of its own NFP "key card" has given holders exclusive benefits and early access to purchase M&M's candy.
As part of the deal, Mars released a limited quantity of branded chocolate M&M candies including the iconographic images of Bored Apes and Kingship on the candies.
He added that Mars will only sell 10,000 total candy packages between gift boxes and gift jars.
However, the M&M deal is not a partnership with Yuga Labs or the BAYC brand. Instead, Bored ape NFT holders can use their own images to create products or projects and license their artwork to brands of their choice.
