Following last year’s mascot refresh controversy, M&M’s announced Monday that it is taking an “indefinite hiatus” from using its candy-coated mascots, saying the “last thing M&M’s wanted” was to get “polarizing.” are.
M&Ms said in a tweet that it instead taps actor Maya Rudolph as a spokesperson, someone the brand said “America can agree.”
M&M’s parent company Mars Inc. did not immediately respond to a request for comment. Neither do representatives of Rudolph.
Rudolph told TODAY.com she is “excited” to represent the brand in a Super Bowl ad on Feb. 12.
“I am a lifelong sweets lover and I am so honored to be asked to be part of the campaign of such a legendary brand,” said Rudolph.
M&M’s “spoke scandies” have drawn the wrath of right-wing outlets like Fox News in recent weeks after the company announced a new “Flip the Status Quo” campaign. The campaign raised money to support women in the creative industries and included limited edition candy bags featuring the three female ‘spoke scandies’.
Fox News host Tucker Carlson railed against “awake M&Ms” in a recent broadcast. He made similar complaints about the candies last January after M&M’s announced a new, inclusive look.
In its Monday statement, M&M’s said it “definitely didn’t think the internet was going to break down.”
“But now we get it — even a candy’s shoes can be polarizing,” the brand wrote. “That’s the last thing M&M’s wanted since it’s all about bringing people together.”
The brand said it is “convinced” that Rudolph “will champion the power of fun to create a world where everyone feels like they belong.”
Many reacted with shock and disappointment to the announcement online.
“They fired the M&Ms,” says one user wrote.
“Give me back my sexy green m&m,” wrote another user.
Some fans liked the change of spokesperson, while others thought M&M’s should have gone with a different celebrity.
“Replacing the all-female M&M ghost candies with Maya Rudolph is next level trolling,” one person wrote.
“Maya Rudolph is a living legend, but I’m genuinely curious if they’ve considered Eminem because… well… you know,” said another.
Others online soon arrested the Super Bowl tie-in.
“It’s January 23rd they literally killed Mr. Peanut on January 22nd 2020 this is a blatant nibble for a bad super bowl ad scheme” says one user wrotereferring to when Planters said Mr. Peanut died during a 2020 pre-Super Bowl ad.