The fundamental inspiration for this collaboration with M&M’S is rooted in rock ‘n’ roll lore and legend. For decades, rock bands notoriously insisted on tour riders to satisfy talent requests for specific backstage beverages, snacks and accommodations.
– including M&M’S, have been included in some of the most discerning requests from some of rock’s most illustrious legends.
KINGSHIP – Captain, KING, Arnell and Hud – made sure to request bowls of colorful M&M’S within its precious show rider. But was the band checking to see if the venue can follow directions?
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The physical collectible boxes have been created for fans of both KINGSHIP and M&M’S and are only available for a limited
Holders of KINGSHIP Key Card NFTs were the first to know about the exclusive collaboration and were given an early opportunity to access the products.
“Consumers’ expectations for what they want from their favorite brands has shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’S,” says Jane Hwang, global vice president, Mars Wrigley. “We’re excited to continue our Mars foray into the metaverse through this partnership with 10:22PM and KINGSHIP, as a way to engage our fans in a new and exciting space.”
“KINGSHIP is a group dedicated to the art of storytelling, so it was a great opportunity for us to both pay homage to rock ’n’ roll history, and one of the greatest bands of all time, but also create a unique fan experience for those that have joined this community at the start of their journey,” says Celine Joshua, founder of 10:22PM and creator of KINGSHIP. “We are grateful to Mars and team at M&M’S for this incredible partnership to help introduce KINGSHIP and NFT culture to the masses, alongside M&M’S, a true icon of pop culture.”
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