The chocolatier offers chocolately ape candy.
The Bored Apes community continues to show how strong it is when it comes to branding. The owners have once again used their permissive commercialization rights and have come up with something sweet for everyone that owns a certain NFT.
Bored Apes have already appeared on toys, alcohol bottles, and even restaurants. Now you can enjoy your apes on your chocolate with an M&Ms Bored Ape offering.
Popular candy brand Mars has announced a deal with Universal Music Group to create the limited edition chocolate treats. What does Universal music have to do with bored apes you may ask , well the company owns a band made up of the NFT avatars of Bored Apes and Mutant apes, the band is called Kingship and the M&Ms will feature the band.
The deal is not a direct deal with Yuga Labs or the Bored Ape community, instead it is an agreement between a holder of the apes and the chocolatier. Bored Apes Holders have been given commercial rights to their NFTs and are free to use them in commercial deals such as this.
“Consumers’ expectations for what they want from their favorite brands have shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s,” said Mars Wrigley Global Vice President Jane Hwang, in a release.”
Access to Kingship requires what is called the KINGSHIP Key Card which gives access to exclusive content, utility, community, and token gated experiences.
The band was created by Jimmy McNiels, an investor and entrepreneur. The label 10:22PM manages the ape band and has created personalities for each avatar as well as illustrations and original music in the same vein as the group Gorillaz.
The candy will be released in limited quantity and will have images of the band members and different icons on the shells. The total amount of packages will be about 10,000 and sold in gift boxes and jars.
KingShip is not the only Bored Ape band out there as superstar producer Timbaland has also created a character with his Bored Ape and launched a record label for other Ape holders to do the exact same called “Ape-in Productions” Eminem and Snoop released a music video together that utilized their Bored Ape NFTs as the main characters. There is no doubt there will be more events and products created with these popular NFTs and only time will tell where the limit is.
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