Mars' M&Ms jump into BAYC mania

Owners of luxury watches can now verify ownership as NFTs and then take DeFi loans out against them, while Miley Cryus may soon enter the Metaverse and NFTs with new patents.

Global confectionery giant Mars has teamed up with virtual metaverse band KINGSHIP to create limited edition boxes of M&M’s featuring content from the Bored Ape Yacht Club (BAYC).
KINGSHIP is a group made up of three BAYC NFT hodlers and one Mutant Ape Yacht Club (MAYC) owner. As part of the deal, the avatars depicted in the nonfungible token (NFT) art will be printed on the chocolate candies in a select number of boxes.
There has been a total of 4,000 boxes created in total, split between two tiers of rarity. The regular tier comes in 3,900 brown celebratory gift boxes, while the 100 gold edition boxes are wrapped in gold and white foil, number 1 to 100 and have the Kingship member’s apes printed on the M&M’s.
Additionally, 6,000 candy gift jars have been put up for sale from today via the M&M’s website. Hodlers of the KINGSHIP Key Card NFTs were given early access to this promotion, suggesting the gold edition boxes may already be gone.
“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,” said Jane Hwang, global vice president at Mars Wrigley.
The deal marks another interesting utilization of the IP behind Yuga Labs’ NFT projects, with other BAYC hodlers using the content for TV shows and restaurants in the past.

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