Mars is making Bored Ape Yacht Club NFT-themed M&M’s candy that will only be available for a limited time.

The deal is between Mars and the 10:22PM label of Universal Music Group. The Ape NFT images were licensed from a well-known collector.

The owners of Bored Ape Yacht Club have used their rights to allow commercialization to put their Ethereum NFT images on clothes, toys, alcohol packaging, and even restaurants. But now, thanks to limited-edition M&Ms, you can actually eat a few Bored Apes.

Mars announced today that it has made a deal with Universal Music Group (UMG) label 10:22PM to make limited edition M&Ms based on its virtual band Kingship, which is made up of avatars from the Bored Ape Yacht Club and the Mutant Ape Yacht Club.

“Consumers’ expectations of what they want from their favorite brands have changed,” said Mars Wrigley Global Vice President Jane Hwang in a press release. “With such a well-known brand as M&M’s, we know we need to be more creative than ever.”

Last November, it was found out that Kingship was a “metaverse band” made up of NFTs that investor and entrepreneur Jimmy “j1mmy” McNelis owned. The label 10:22PM has made characters out of the Bored Ape drawings and is making original music for the group, which will play concerts in metaverse worlds. This is similar to what the popular virtual band Gorillaz did.

The band has also made its own “key cards” for NFT that give holders special benefits and access. NFT owners were able to buy M&M’s candy before anyone else.

As part of the deal, Mars has made a limited number of branded M&M’s chocolate candies with images from Bored Apes and Kingship. Mars will only sell a total of 10,000 packages of the candies in gift boxes and jars.

Decrypt tried to get more information from UMG about the terms of the deal and how the partnership came about, but we didn’t hear back right away.

An NFT is a blockchain token that can be used for things like profile pictures, artwork, and collectibles. It works like a deed of ownership for a virtual item. As the NFT market has grown, with trading volume reaching $25 billion in 2021 alone, more and more brands are getting involved through partnerships or their own digital collectible drops.

The Bored Ape Yacht Club is probably the most popular project in the space. According to data from CryptoSlam, the NFT collection from Yuga Labs has been traded for nearly $2.4 billion so far. Bored Ape-related NFTs have made more than $5.6 billion in secondary trading so far, thanks to follow-up and spin-off projects.

To be clear, this M&M’s deal is not a partnership with Yuga Labs or the real Bored Ape Yacht Club brand. Instead, Bored Ape NFT holders can use their own images to make products and projects, and they can sell licenses to brands for that artwork if they want to.

One example of a licensing deal is the one between Kingship and UMG’s 10:22PM label. This new Mars deal adds another layer to it. Images of Bored Ape have also been used in fast food restaurants, on the packaging of marijuana and alcohol, on clothing, in collectibles, and in other places.

Bored Apes has also gotten a lot of attention in the music world. Timbaland, a well-known musician and producer, has also put out music based on his Bored Ape avatar and started a record label so that other artists can do the same.

Eminem and Snoop Dogg have also made a music video with their Apes in it, and Snoop is opening a dessert place with one of his Apes as the theme.

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