After the continued controversy surrounding the mascots for the M&M’s brand, the candy maker announced on Monday that it would be putting an “indefinite pause” on the talking pieces of candy.
M&M’s shared a statement on its social media, saying that the “last thing” it wanted to do through the use of its mascots was to be “polarizing.”
“America, let’s talk. In the last year, we’ve made some changes to our beloved spokescandies,” the statement said. “We weren’t sure if anyone would even notice. And definitely didn’t think it would break the internet. But now we get it — even a candy’s shoes can be polarizing.”
M&M’s, which is owned by Mars Inc., did note that while the company would be putting the candy mascots away, it would instead be bringing on actor Maya Rudolph to represent the company.
In the statement, the candy brand said that Rudolph was someone “America can agree on,” while the candy continues to make headlines.
Rudolph spoke about the move with TODAY.com, saying she is “thrilled” to be representing M&M’s in a Super Bowl ad this year.
“I am a lifelong lover of the candy, and I feel like it’s such an honor to be asked to be part of such a legendary brand’s campaign,” Rudolph said.
Earlier this month, the brand announced a new campaign featuring the female M&M’s spokescandies on packages in order to support women in creative industries.
Gabrielle Wesley, the chief marketing officer for Mars Wrigley North America, said the candy maker is attempting to make a difference through its products, according to a press release announcing the new packages at the time.
“The M&M’s brand is on a mission to use the power of fun to create purposeful connections as we work to create a world where everyone feels they belong,” Wesley said in a press release.
However, the candy has instead caused an outcry from right-wing media outlets like Fox News and, most notably, Tucker Carlson, who heavily criticized one of the spokescandies for changing its shoes last year.
Now, M&M’s shared that it is confident Rudolph will “champion the power of fun to create a world where everyone feels like they belong.”
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