Santa Monica, CA — Kingship, the NFT supergroup created by 10:22PM, will appear on limited edition boxes of M&M’s in honor of Kingship’s mythological tour rider.
The inspiration for this first-of-its-kind collaboration with the Mars Wrigley U.S. LLC brand is rooted in rock ‘n’ roll lore and legend, according to the company. For decades, rock bands have insisted on tour riders to satisfy talent requests for specific backstage beverages, snacks and accommodations.
“Consumers’ expectations for what they want from their favorite brands has shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s,” say Jane Hwang, global vice-president at Mars Wrigley. “We’re excited to continue our Mars foray into the metaverse through this partnership with 10:22PM and Kingship, as a way to engage our fans in a new and exciting space.”
Physical collectible boxes of candy have been created for consumers of both Kingship and M&M’s with 4,000 created in total. The Gold edition, the rarest version, comes in a white and gold foil gift box and includes custom printed candies with KINGSHIP group members Captain, King, Arnell and Hud in individually numbered boxes from one to 100.
Mars will also produce 3,900 exclusive celebratory gift boxes in brown. Additionally, there will be 6,000 gift jars of the candies available.
“Kingship is a group dedicated to the art of storytelling, so it was a great opportunity for us to both pay homage to rock’n’roll history, and one of the greatest bands of all time, but also create a unique fan experience for those that have joined this community at the start of their journey,” says Celine Joshua, founder of 10:22PM and the creator of Kingship. “We are grateful to Mars and the team at M&M’s for this incredible partnership to help introduce Kingship and NFT culture to the masses, alongside M&M’s, a true icon of pop culture.”