M&M’s is taking another step into fashion with its latest apparel drop: a collaboration with Crocs.

On the heels of its Kate Spade accessorizing partnership last year, M&M’s has now unveiled its first-ever collaboration with the casual-footwear brand as part of a “unique fashion statement to surprise and delight fans.”

The M&M’s x Crocs Collection ladders back to the CPG’s newly launched playful creative platform, “It’s More Fun Together.”

“It has never been more important to keep fans at the heart of how a brand comes to life,” says Alyona Fedorchenko, general manager of the global M&M’s ecosystem.

The LTO collection will be available in 50 markets worldwide, including Canada, and features two pairs of Crocs and a Jibbitz charms seven pack. Middle Child is providing communications support.

“Crocs and M&M’s are both unapologetically bold and full of personality,” says Carly Gomez, SVP and CMO for Crocs. “Together, we’ve created a collection that’s as expressive as the fans who wear it – creating a more comfortable world through imaginative style.”

For Canada, there will be a campaign including paid and earned influencer, social, media relations, etc. launching on October 9, the day before the shoes are available north of the border.

Earlier this year, the footwear brand unveiled the Haribo x Crocs collaboration in an attempt to capture “childlike happiness and nostalgia,” according to the German confection company.

Last November, McDonald’s and Crocs’ first-ever collaboration dropped with a full line of shoes, socks and Jibbitz in more than 30 countries in support of Ronald McDonald Charities.

And in December, Toronto and Vancouver creative shop Pound & Grain sent out a series of covert questions to clients to learn about their personal tastes and shoe sizes before sending them customizable holiday Crocs.