Universal Music Group’s Web3 label 10:22PM is partnering with M&M’s parent company Mars to launch limited edition boxes of the candies featuring virtual band KINGSHIP’s branding.
The news follows the release of the virtual band’s collection of Key Card NFTs last month, which saw all 5,000 of them sell out.
The partnership marks the expansion of Universal’s metaverse band project into the physical world, with the series of collectible boxes of M&Ms available starting today (August 24) in the US for a limited time.
The deal announcement follows the filing of various trademark applications for the KINGSHIP name in the US, the most recent of which was published on August 16 (see below) and filed for in November, 2021.
The one below, owned by UMG Recordings, specifically refers to the “Licensing of virtual characters; Licensing of intellectual property rights; Licensing of designs”.
UMG has also filed for KINGSHIP trademarks in various other categories, with applicable goods and services ranging from digital and blockchain assets to photo, video, and data sharing services.
Universal’s Web3 label 10:22PM launched KINGSHIP in November 2021 and has been building out the KINGSHIP brand since then.
In March, 10:22PM purchased a Bored Ape NFT for $350,000 to serve as the band’s ‘manager’ and later filed flurry of other trademark applications specifically for the ‘Manager Noët All’ NFT that hinted at also crypto and merch plans.
Universal says that just 4,000 of the collectible physical M&M’S boxes have been created.
The Gold edition, the “rarest version”, comes in a white and gold foil gift box and includes custom printed candies with KINGSHIP group members Captain, KING, Arnell and Hud in individually numbered boxes from 1 to 100.
M&M’S will also produce only 3,900 exclusive gift boxes in Brown. Additionally, there will be 6,000 gift jars of the candies.
Holders of KINGSHIP Key Card NFTs were the first to know about this exclusive collaboration and were given an early opportunity to access the products on the M&M’S website.
Universal says the KINGSHIP team now includes “celebrity animator” Jack Lanza, Grammy Award-winning music producers and well-respected NFT collector Jimmy McNelis, a.k.a. J1mmy.eth.
“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.”
JANE HWANG, MARS WRIGLEY
Jane Hwang, Global Vice President at Mars Wrigley, said: “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.
“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.”
“WE ARE GRATEFUL TO MARS AND TEAM AT M&M’S FOR THIS INCREDIBLE PARTNERSHIP TO HELP INTRODUCE KINGSHIP AND NFT CULTURE TO THE MASSES, ALONGSIDE M&M’S, A TRUE ICON OF POP CULTURE.”
CELINE JOSHUA, 10:22PM
“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,” said Celine Joshua, founder of 10:22PM and the creator of KINGSHIP.
“We are grateful to Mars and team at M&M’S for this incredible partnership to help introduce KINGSHIP and NFT culture to the masses, alongside M&M’S, a true icon of pop culture.”Music Business Worldwide
