Mars, Incorporated just announced a new M&M “spokescandy” who will promote “acceptance and inclusivity” with her presence.
A 2-minute-long music video titled “I’m Just Gonna Be Me” introduces the brand’s new mascot with a song about overcoming self-doubt. There are no explicit references to sexuality, but the new purple character has long eyelashes typically associated with female M&M characters and is wearing white combat boots.
“Designed to represent acceptance and inclusivity, our newest member is known for her earnest self-expression. Keen self-awareness, authenticity and confidence are the driving forces behind Purple’s charm and quirky nature,” Mars, Inc. wrote in a press release.
Fans have expressed displeasure that the new purple M&M will not be part of the regular product lineup but will be added to specialty packs of the candy occasionally. The purple character is a part of branding only.
M&M’s first introduced its red and yellow candy characters in 1954 and followed up by adding blue, green and orange in 1998, per Adweek. Brown was added in 2012. The mascots have changed in tone over the years, with one of the more controversial moves including the green M&M character losing her peach-colored legs and stiletto boots in favor of white legs and sneakers after criticism that the character was sexualized, as The Daily Wire previously reported.
“Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy 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,” Jane Hwang, global vice president at Mars Wrigley, said of the new addition.
“Our purpose story is just getting started and the introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”
Purple’s song “I’m Just Gonna Be Me” is available for download on all major music streaming platforms, including Spotify, Pandora and Apple Music. The company will donate $1 (up to $500,000) to the nonprofit organization Sing for Hope for every download.