Green M&M’s Fashion Makeover Is Covid Comfy but Not Everyone Is Happy

The green M&M has a new look. Not everyone is impressed.

The problem? The once sexy cartoon candy appears to have been stripped of its mojo, some say.

In photos and videos released by candy company Mars Inc., the green human-like M&M no longer has its signature pose – one hand on its head and another on its hip. The peach skin tone on the legs and arms is now cartoonish white. And her high-heeled boots have been swapped for sneakers, which the company says reflect what people are wearing during the Covid-19 pandemic.

Ditching heels gives Green a modern look, said Marissa Beck, senior director of brands and content at Mars. “We love this relaxed, post-Covid world we live in,” he said.

But others said the move was intended to water down Green’s sex appeal.

“He really looks like a different person,” said Robin Darrell of Cleveland, who doesn’t eat M & Ms but was surprised by Green’s new appearance. “I was like, ‘She’s so silly, put her back in her shoes.’ “

The previous version of the M&M characters.


Photo:

M & M’S

The changes are part of an effort to make M&M characters more inclusive, Mars said Thursday. The company changed the look of five cartoon candies and eliminated the Mr. and Ms. prefixes for cartoons to emphasize their personality, rather than their gender, he said.

But it was the fashion makeover of the green one that sparked so many conversations online. “Green M&M” was trending on Twitter Thursday and Friday.

“Did my shoes really break the Internet?” Green said in a tweet Thursday from the official M&M account.

Ms. Darrell said she didn’t even notice the changes to the other candy cartoons, most of which involved new footwear.

“All the M&M dudes have the same clothes,” said Ms. Darrell, a 28-year-old technology consultant. “She is the one who stood out the most.”

Blake Hammond isn’t a fan of Green’s new toned-down look.

“I know this is weird to say about an M&M, but it was a sexy, hot candy,” said Mr. Hammond, a 32-year-old Cincinnati comedian who eats peanut butter M&M. “She was the strongest character. He would put the red one in its place.

The green M&M made her debut in a 1997 Super Bowl commercial. Her long lashes and pouty lips were a jumping off point for the candy company at the time, which previously didn’t assign sex to its candy. cartoons, even though they walked, talked and had other human-like characteristics.

Green has appeared multiple times in Sports Illustrated’s Swimsuit Edition as part of an advertising campaign, crawling on the sand or peeling off the candy shell to reveal a layer of milk chocolate.

In the TV commercials she was given a sensual voice. One ad, in which he ate M & M’s in bed, was hot enough to melt red, blue, and yellow M & M’s on set. “It shouldn’t happen,” joked the green M&M.

M&M creator Mars said the changes are part of an effort to make characters more inclusive.


Photo:

Michael Nagle / Bloomberg News

Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, said the sexy ads of the past don’t work today. The restyling helps put it in the past.

“They are retreating,” said Mr. Calkins. “They’re clearly making her less vampy by changing her style.”

Ms Beck from Mars said the green M&M will still be confident and confident. He wouldn’t say if Green’s sexy side would be gone forever. “It can be whatever it wants to be,” Ms. Beck said.

Beth Dincuff Charleston, a fashion historian and assistant professor at Parsons School of Design, said sneakers make sense for candy shoppers.

“Sneakers are easy. M & M’s are an easy snack, “she said.” You can only get a handful, they are available in supermarkets, newsstands, etc. In contrast, heels require more effort to put on. Heels are the same as chocolate truffles and Champagne.

However, Eva Davey wants the sexy green M&M back.

“She’s very flirtatious with others, but also kind of a female boss,” said Ms. Davey, a 22-year-old student in Vancouver, British Columbia. “I think if you’re going to make the mistake of sexualizing an object, stick to it.”

Write to Joseph Pisani at joseph.pisani@wsj.com

Copyright © 2022 Dow Jones & Company, Inc. All rights reserved. 87990cbe856818d5eddac44c7b1cdeb8

.

Leave a Comment