• by Karlene Lukovitz  @KLmarketdaily, January 30, 2017

M&M’s has released a virtual reality experience as another of the many elements in its 75th-anniversary campaign.

The brand partnered with Brian Donnelley, a New York-based designer of limited-edition toys and clothing known as KAWS, and the art-fashion multimedia company Visionair, to create and promote the experience.  

The nearly five-minute VR video (below), which is posted on M&M’s’ YouTube page and Visionaire’s site, incorporates fleeting images of M&M’s amid the fanciful landscape.

"KAWS's unique artistic take on the virtual reality trend creates a truly vibrant and unforgettable extension of our well-loved, colorful identity,” said M&M's brand director Tanya Berman.

M&M's and its project partners will also host a free “immersive viewing experience” at the New York Public Library on the afternoon of Jan. 29.