The M&M’s “Spokescandies” Controversy, Explained

Photo Credit: Mars

The cult-classic candy M&M’s has found itself in the middle of a culture war, with the root cause being their mascot rebranding. 

The iconic “Spokescandies” got a makeover in January of 2022 in hopes of promoting inclusivity. These changes included the Orange M&M embracing his anxiety to add to his existing Gen Z appeal, and the Green M&M replacing her heeled boots with sneakers, all a part of an initiative to make the mascots fit a “more dynamic, progressive world” according to an announcement made by Mars, the maker of the M&M. The purple M&M was introduced for an International Women's Day themed candy bar. 

“Woke M&M’s have returned,” announced Fox News host Tucker Carlson. “The green M&M… is now a lesbian maybe? And there is also a plus-sized, obese purple M&M.” 

The majority of the backlash was focused on the green M&M’s change in footwear, as it was interpreted as “the death of the Sexy Green M&M.” With people concerned about this, one online petition titled “keep the green M&M sexy” has garnered over 21,000 signatures.

After this controversy, Mars announced that the “Spokecandies,” would be replaced as M&M’s mascot by comedian and actress Maya Rudolph. The company stated on Twitter that, “In the last year, we’ve made some changes to our beloved spokescandies. We weren’t sure if anyone would even notice. And we definitely didn’t think it would break the internet. But now we get it— even a candy’s shoes can be polarizing.”

The statement, however, was not unanimously accepted. “Congratulations on finding the weakest possible response to the dumbest manufactured outrage campaign,” shared Rob Sheridan, an American graphic design influencer, on Twitter. “Maya Rudolph is lovely, but let’s be honest: What [they’re] announcing here is that [their] real spokesperson is Tucker Carlson.”

Despite the addition of Maya Rudolph, a representative of Mars told The New York Times that the “Spokescandies” definitely aren’t gone and will remain “at the heart of the brand.” This sudden change in direction raised questions on whether or not the removal of the mascots was all a publicity stunt leading up to the short advertisement that appeared in The Super Bowl. By the end of the Super Bowl, it was official: the M&M Spokescandies are back. In a mock press-conference shared on Twitter, the purple M&M expressed that “[she’s] glad to be back, because this is what [she] was made for.”