• by Karlene Lukovitz  @KLmarketdaily, October 8, 2015

M&M's will be the exclusive confectionary promotional partner for "X-Men: Apocalypse," the next installment in the blockbuster franchise, through a deal between Mars chocolate North America and 20th Century Fox.

The movie is scheduled to open in May.

“X-Men is one of the most popular and thrilling franchises in movie history, and we like to say that M&M’S are the official chocolate candies of the movies," said Berta de Pablos-Barbier, VP, marketing for Mars Chocolate North America, in announcing the deal. "Together, we hope to make the experience even more fun for movie lovers.” 

M&M's  said that its tie-in campaign will span retail displays and packaging, digital and out-of-home media, TV and in-cinema advertising, consumer promotions, social media content and PR. 

The brand's New York City retail store, M&M’S World, and the My M&M’s site, will sell movie-themed merchandise and special blends of candy featuring the film's characters. 

M&M’s is promoting the partnership at the Mars booth at New York Comic Con at the Javits Center from Oct. 8 to 11.