Newark, NJ — Mars, Inc.’s M&M’s brand is teaming with Warner Bros. Pictures on limited-edition Amas Veritas Spell & Snack Packs celebrating the September 10 theatrical release of Practical Magic 2.
Inspired by the “Amas Veritas” love spell featured in the original 1998 film, the packs contain custom-designed M&M’s candies featuring eight symbols based on elements of the spell. Four additional symbols offer hints about the sequel.
“For generations, M&M’s have been a staple of Halloween celebrations and remain the perfect chocolate treat for every spooky moment throughout the season,” says Allison Miazga-Bedrick, vice-president, marketing, seasonal portfolio, Mars Snacking. “With Practical Magic 2 coming to theaters, we wanted to give fans a fun new way to celebrate the magic of the season and bring friends together for a movie they’ve been waiting for. This partnership gives Practical Magic fans a nostalgic, colorful, and spellbinding way to make their movie night even more memorable — with M&M’s along for the ride.”
The collectible packs are being offered as a gift with the purchase of an M&M’s Milk Chocolate Fun Size Sharing Bag through the brand’s website. Two releases are scheduled for midnight ET on September 3 and September 14, while supplies last.
As part of the collaboration, M&M’s is also partnering with actress Camilla Belle, who played young Sally Owens in the original Practical Magic. Belle will recreate the character’s “Amas Veritas” scene with an M&M’s twist in content for Instagram and TikTok.
“Playing young Sally Owens in Practical Magic is still one of the most special memories from my early career, so coming back to this moment 28 years later has been such a nostalgic experience,” says Belle. “Revisiting this beloved scene with M&M’s and giving the ‘Amas Veritas’ spell a sweet twist has been such a delight. I can’t wait for fans to recreate the spell, share the fun on social, and get excited for Practical Magic 2.”
