M&M's + Kate Spade = Gen Z magnet
What happens when you mix candy with fashion? You get a first-ever collection of wearable — not edible — goodies through a fun collaboration between M&M’s and Kate Spade New York.
The capsule collection, inspired by the iconic nearly 90-year-old candy brand (owned by Mars, Inc.) and an American brand famous for its playful handbags, is all that it should be — colorful and quirky.
It’s also a perfect magnet for attracting GenZers, and even younger Gen Alpha shoppers who crave products that can turn into a viral moment..
Some of the limited-edition offerings include a leather crossbody bag and chain coin purse cleverly shaped like a yellow packet of M&M’s with the candy spilling out of it. There are crossbody bags in the seven classic M&M’s colors shaped like individual pieces of the candy and several M&M’s- inspired accessories such as bracelets, earrings, necklaces, charms and rings..
Prices for the items range from $40 to $428.
The collection (available in 33 countries) launches on Nov. 1 online, in the brands’ stores and in select department stores. A few items, including jewelry and accessories, will also be available online on M&M’s first-ever TikTok Shop on Nov. 4.
Fans of Kate Spade (owned by parent company Tapestry, which also owns Coach New York) have come to expect humorous handbag drops from the brand, and many keenly collect them.
There was a Kate Spade bag in the shape of a pretzel, a milk carton, a slice of pizza, a typewriter, a bird cage, a container of popcorn and more recently, a crossbody bag shaped like a packet of Heinz Ketchup with the condiment spilling out of it.
“Kate Spade New York has always been rooted in joy through personal style and self-expression, with products that deliver vibrant pops of color, playful patterns and dimensional textures,” Charlotte Warshaw, vice presidents, Americas wholesale, global licensing & clollaborations with Kate Spade New York, said in a statement.
“This iconic collaboration with M&M’S delivers just that and does so in a way that puts front-and-center our Gen Z customer she said.
Mars said the collaboration is a new way to interact with fans across of the age spectrum, including Gen Z, in an unexpected way.
It makes sense for a few other reasons, too, Jharonne Martis, director of consumer research, analytics & AI, with LSEG Data & Analytics said in an interview with Bagable.com.
“Gen Z is definitely into Y2K and nostalgia, so this collaboration would be very appealing to them and the price range makes it accessible,” she said. “Being a limited-time offer is also very on trend because it creates a sense of urgency and demand.”
Lastly, the candy-inspired items are a great Halloween-time drop, Martis said.