NFT Bored Apes in M ​​& M’s, dark affair in chocolate country

The license granted to the owners of NFT Bored Apes Yacht Club allows them to use their virtual monkey commercially. Now it is the well-known sweet brand M & M’s offering a box of chocolates in their image.

Kingship: a rock band composed by Bored Apes

Owning a Bored Apes Yacht Club NFT allows the commercial use of the image associated with it. While some have opened a fast food restaurant with the image of their monkeys, others have preferred to create a rock band like KINGSHIP.

With the desire to be a “super group”, KINGSHIP are supported by the 22:22 label which belongs to none other than Universal Music Group. The founders of the rock band are well known and already have solid experience in the entertainment or animation industry:

  • Celine Joshua (founder)
  • Jimmy McNelis (founder)
  • Jack LANZA (Art and Animation Director)

Today, the band formed by Bored and Mutant Apes announced a collaboration with Mars to sell … limited edition boxes of M & M’s.

Do they melt in your hand?

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M&M with the colors of the KINGSHIP group

Counting 10,000 editions, these M&M boxes have varying levels of rarity. Notable feature, the monkeys of the band will also be printed on the candy!

Explaining her strategy, Mars Wrigley Global Vice President Jane Hwang said:

“Consumer expectations about what they want from their favorite brands have changed and at Mars we know we need to be more innovative than ever with a culturally famous brand like M & M’S. We are thrilled to continue Mars foray into the metaverse through this partnership with 22:22 and KINGSHIP, to engage our fans in a new and exciting space. “

Jane Hwang, global vice president of Mars Wrigley

With the 100 gold boxes (priced at $ 100 per box, anyway) already sold out two hours before the sales start, the interest of collectors and gourmets seems to be present.

Commercial use independent of Yuga Labs

One of the highlights of this collaboration is not exactly the number of editions of the boxes sold or which of the 4 Monkeys will appear on the chocolates. It is rather what KINGSHIP is developing thanks to its commercial license which is not tied to Yuga Labs or the Bored Apes Yacht Club project.

It is true that the group is gradually building its brand image, largely thanks to the notoriety of the BAYC collection. But beyond that, KINGSHIP has sold a collection of 5,000 NFTs to create a community, several video productions are underway, and this collaboration with Mars shows that the group can act independently of Yuga Labs.

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