M&M’s and Kate Spade New York unveiled an unlikely partnership: an LTO collection of candy-themed and branded handbags, jewelry and accessories which will launch globally this season.

The M&M’s x Kate Spade New York Capsule Collection takes aesthetic inspiration from M&M’s packaging, with pieces like the Embellished Smooth Leather 3D M&M’s Crossbody and Chain Coin Purses, Embellished 3D Packet Crossbody and Key Fobs and M&M’s Jewelry

“At Mars, we’re focused on connecting with our consumers in unique ways – from new product innovations to experiential events to bold partnerships – all while staying true to our individual brands and what they stand for,” says Patrick Zeng, marketing director at Mars Wrigley Canada.

Zeng tells strategy that collaborating with an iconic lifestyle brand like Kate Spade New York reinforces M&M’s brand messaging of using fun to bring people together and celebrating personal style and self-expression.

Earlier this year, M&M’s teamed up with clothing brand Champion to release the limited-edition Champion Comfort Collection by M&M’s. The hoodie and fleece jogger collection was only available for fans of the Super Bowl runner-up, which conceptually laddered back to confectionery’s “Almost Champions” TV spot for the big game, featuring three NFL Hall of Famers who’d never hoisted the trophy.

In 2022, the brand made headlines in another fashion brand crossover, with Adidas paying homage to the candy with its colourful Forum 84 Lo shoes.

The Mars Wrigley candy is looking to spread awareness of the Kate Spade collab through owned social, PR and influencer content. From Nov. 1, the M&M’s x Kate Spade New York collection will be available for purchase at select Kate Spade New York stores and online at the fashion brand’s site.

Middle Child is providing communications support.