M&M’S®, the globally recognized chocolate brand under Mars, has announced its first-ever collaboration with footwear leader Crocs. Launching October 9, the limited-edition collection will be sold in stores and online, spanning 50 markets worldwide. The crossover pairs M&M’S’ playful, colorful identity with Crocs’ reputation for comfort-driven fashion, creating a surprising new entry in the growing space where food and style collide.
The collaboration debuts with two distinctive designs:
M&M’S Classic Clog: Featuring an allover M&M’S mix graphic, this pair comes with four bag-inspired Jibbitz™ charms, two logo heel-strap charms, and room for additional personalization.
M&M’S Bae Clog: A women’s-only release with a glitter finish, playful Jibbitz charms, the brand’s “M” stamp, and a bold platform heel.
Spokescandy Jibbitz™ Charms 7-Pack: A limited run of charms featuring the full M&M’S spokescandy crew, allowing consumers to tailor footwear with their favorite character.
The move marks a high-profile entry for M&M’S into fashion-led collaborations, a space increasingly embraced by food and confectionery brands. While Mars is already rolling out flavor innovations such as Honey Roasted Peanut M&M’S and limited-edition blends for Halloween, this tie-up underscores a strategic expansion of M&M’S cultural footprint beyond the candy aisle.
This collaboration also lands in the context of a busy year for M&M’S: from Valentine’s-themed strawberry and cream releases to Cookies & Creme drops, plus its new international creative platform, “It’s more fun together.” The Crocs collection threads seamlessly into that ethos, emphasizing playful self-expression through both taste and style.
Brand Activity
M&M’S (Mars): Broadening beyond seasonal and permanent flavor launches (Honey Roasted Peanut, Cookies & Creme, PB&J) into lifestyle partnerships. The Crocs tie-up reflects Mars’ intent to connect with younger, fashion-aware audiences.
Rivals:
Godiva: Expanding via co-branded products in Asia (Nintendo, LABUBU) while retaining a luxury positioning.
Hershey’s: Partnering with Pokémon to tap into collectible culture with themed foils.
KitKat: Rolling out collaborations with POP MART in Singapore and Coles in Oceania, blending merchandise with everyday food products.
Tony’s Chocolonely: Experimenting with spirits crossovers (Kahlua in the UK/US).
Pierre Marcolini: Positioning through luxury lifestyle tie-ins like Baobab candles.
Industry Trends And Themes
Convergence Of Food And Fashion: M&M’S x Crocs, Louis Vuitton’s Le Chocolat line, and Dior’s patisserie show confectionery brands borrowing codes of fashion to stay culturally relevant.
Character And IP Collaborations: Hershey’s with Pokémon; KitKat x DIMOO blind boxes; M&M’S spokescandy Jibbitz. Leveraging recognizable characters enhances resonance with fandom-driven markets.
Playful Personalization: Jibbitz charms from M&M’S; KitKat blind-box merch; See’s Candies dog-themed product line. Consumers increasingly expect customization and fun touches.
Cross-Category Collaborations: Tony’s Chocolonely x Kahlua (chocolate with spirits), Godiva x Nintendo (luxury chocolate meets gaming). These unconventional pairings push chocolate into experiential categories.
Digital Virality As Amplifier: Louis Vuitton’s Chocolate Easter Egg Bag went viral, showing that confectionery-fashion hybrids thrive online as much as offline. M&M’S Crocs play into this same shareable, visual culture.
Luxury Fashion Enters Confectionery: Dior, Gucci, and Louis Vuitton are building dedicated chocolate and patisserie lines, positioning edible goods as another channel for brand storytelling and aesthetic expression.