After controversy followed its mascot refresh last year, M&M’s announced today (January 23) that it is taking an “indefinite pause” from using its candy-coated mascots. The candy brand said the “last thing M&M’s wanted” was to be “polarizing.” To take the place of their “spokescandies,” the brand is tapping in Maya Rudolph as the beloved spokesperson who “America can agree on.”
A message from M&M'S. pic.twitter.com/EMucEBTd9o— M&M'S (@mmschocolate) January 23, 2023
M&M’s spokescandies have provoked right-wing outlets in recent weeks after the company announced a new “Flip the Status Quo“ campaign. The campaign raised money to support women in creative industries. It featured limited-edition candy bags with the three female mascots (green, brown and purple). Fox News host Tucker Carlson railed against “woke M&Ms” in a recent broadcast. He made similar complaints about the candies last January after M&M’s announced a new, inclusive look. “The green M&M got her boots back, but apparently, is now a lesbian maybe? And there’s also a plus-sized, obese purple M&M. So we’re going to cover that of course,” Carlson says in a clip of the recent broadcast below.
If you're wondering how we got here... pic.twitter.com/I9bfQKNvRX— Media Matters (@mmfa) January 23, 2023
One person hilariously commented on the change, “My son left his wife for a handful of purple M&M’s and now you’re going to just change them!? Now?!” Another wrote, “Imagine a society so broken that absolute f—ing losers that are offended by your cartoon mascot change the fabric of your 90+ year business and brand.” Another Twitter user said, “I just want to have the sex with the chocolate candies. My wife left me because I couldn’t stop having the sex with the chocolate candies. This isn’t the America I remember.” One person put it bluntly: “If you’re actually upset about the ‘shoes’ a cartoon piece of candy ‘wears,’ seek help immediately.”
M&M’s never thought their statement “would break the internet” on Monday, “but now we get it — even a candy’s shoes can be polarizing,” the brand wrote. “Which is the last thing M&M’s wanted since we’re all about bringing people together.” The brand said it is “confident” that Rudolph “will champion the power of fun to create a world where everyone feels like they belong.”
The comedy legend will appear in the candy’s Super Bowl ad, airing during the big event on Sunday, February 12. “I’m thrilled to be working with M&M’s,” Rudolph tells Today. “I am a lifelong lover of the candy. I feel like it’s such an honor to be asked to be part of such a legendary brand’s campaign.” The Bridesmaids actress added of the partnership, “It’s a very fun pairing if I do say so myself. I think little Maya would be thrilled to get to work with M&M’s.”