Chew On ‘Bored Ape’ Monkeys With M&M’s NFT-Inspired Chocolate

Instead of the blockchain, these NFT artworks will stay in your stomach.

Mars, the parent company of beloved M&M’s, has partnered with non-fungible token supergroup KINGSHIP—made up of three Bored Apes and one Mutant Ape—to bring Bored Ape Yacht Club onto your candy.

According to the firm, the idea was inspired by the rock ’n’ roll lore of tour riders, which usually comprises must-have backstage items like specific beverages, snacks, and quirky accommodations. 

For KINGSHIP’s monkeys Captain, KING, Arnell, and Hud, this meant having all colors of the candy at the ready, no doubt paying homage to Van Halen’s requests that notoriously demanded a bowl of M&M’s to be provided at every stop of the tour, but with “absolutely no brown ones.” 

Fans can soon get their hands on limited-edition collectible boxes of these M&M’s, with only 4,000 produced in total.

There’s even an ultra-rare Gold edition, which comes packaged in white and gold foil with custom-printed candies featuring the group members in individually numbered boxes from one to 100. 

The other 3,900 boxes will be available in the standard brown, with 6,000 additional gift jars of the candies up for grabs. There may not be many left, as members of the KINGSHIP Key Card NFT were given early access to the products. 

“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,” remarked Celine Joshua, creator of the group.

“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,” said Jane Hwang, Global Vice President at 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,” she added. 

[via Decrypt and Mars / PR Newswire, images via Mars]