M&M's debuts purple candy character to celebrate inclusivity

M&M's is introducing a new character and spokes candy named Purple for the first time in 10 years. Purple is designed to represent acceptance and inclusivity, and is known for her earnest self-expression.

She joins the cast of M&M’s characters, which recently were given a refresh with updated looks and more nuanced personalities back in January. According to M&M's, keen self-awareness, authenticity and confidence are the driving forces behind Purple’s charm and quirky nature. She also sports laced up boots. To mark her global debut, Purple is harnessing music to showcase her individuality with the release of her first music single and video.

The musical debut entitled, “I’m Just Gonna Be Me” features saxophonist Grace Kelly, dance and choreography masters Devin Santiago and Colo Cag, opera singer Anthony Roth Costanzo, and special appearances by the rest of the M&M’S crew including Red, Yellow, Orange, Brown, Blue and Green. 

Jane Hwang, global vice president at Mars Wrigley, said there is so much about the brand's new spokes candy that people can relate to and appreciate, including her willingness to embrace her true self. "Our new character reminds us to celebrate what makes us unique. Our purpose story is just getting started and the introduction of our newest M&M’s spokes candy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’s can,” Hwang said.

According to CNN Business, however, Purple is merely a character which will appear in stores, on the brand's website and on some limited-edition packaging but will not be included in the bag of M&M's candy.

Meanwhile, as part of the M&M's FUNd, a global initiative intended to track the brand’s impact on its mission to increase a sense of belonging for 10 million people by 2025, “I’m Just Gonna Be Me” will be available on all major music streaming platforms and will support inclusive arts and entertainment. For every stream, a one-dollar donation (up to US$500,000) will be made to Sing For Hope, a non-profit that harnesses the power of the arts to bring hope, connection and purpose to millions of people around the world through music.  

Earlier this year, M&M's made its mascots take on more nuanced personalities to underscore the importance of self-expression and power of community through storytelling. The mascots’ new voices are also more inclusive, welcoming, and unifying, while remaining rooted in the brand's signature jester wit and humour.

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