M&M’S® just got a Jurassic makeover. In a fun and flavorful partnership, Mars has teamed up with Universal Pictures and Amblin Entertainment to launch limited-edition M&M’S Mega Peanut Butter packs inspired by Jurassic World Rebirth, arriving in theaters July 2, 2025. These colorful collectibles aren’t just for snacking—they’re part of a full-on summer adventure, complete with fan perks, exclusive content, and a chance to earn rewards through the M&M’S Fun Club. It’s a tasty pop culture crossover that’s sure to excite retailers, candy lovers, and bulk buyers alike.
M&M’S Goes Mega (and Mesozoic)
Just in time for blockbuster season, Mars has unwrapped a roaring new collab that merges dinosaurs and chocolate.
Here’s the scoop:
- Limited-Edition Packs: Three collectible M&M’S Mega Peanut Butter designs inspired by Jurassic World Rebirth
- Movie Tie-In: Launching alongside the film’s premiere on July 2, 2025
- Where to Find Them: Available at MMS.com and select retailers nationwide
“This partnership brings together two iconic worlds for a summer full of flavor and fun. It’s more than just candy—it’s an experience you can collect, share, and enjoy with friends.” said Martin Terwilliger, Marketing VP at Mars Wrigley North America.
A Sweet Deal for Fans
And it’s not just about cool packaging. Mars is making this release interactive with plenty of ways for fans to join the adventure.
- M&M’S Fun Club Perks: Complete challenges (like snapping pics of the new packs) to earn points
- Unlock Rewards: Points can be traded for exclusive prizes
- Digital Dino Fun: Access special spokescandy content and behind-the-scenes Jurassic extras
Not a member yet? No problem—just sign up at mms.com/fun-club and start scoring rewards. Think of it as the ultimate candy loyalty program with a prehistoric twist.
M&M’S® + Jurassic World = Candy Evolution
This isn’t just fun and games—it’s also a smart move for Mars and a trend worth watching.
For Bulk Buyers & Retailers:
- These short-run, limited-time collabs drive urgency and consumer curiosity
- Great for seasonal displays, movie promotions, and collector-focused merchandising
- Perfect for cross-category marketing—pair with movie tickets, popcorn, or themed gift boxes
For Copackers & Private Labelers:
- Reinforces the importance of packaging agility and trend responsiveness
- Shows the growing demand for experiential food launches
- Proves that flavor + fandom = retail gold
Behind the Roar—Why Peanut Butter?
Peanut butter is having a serious moment, and this launch doubles down on what consumers crave:
- Bold, nostalgic flavor
- Rich, creamy texture in every mega-sized candy
- A proven top performer in snack and candy categories
For R&D teams and flavor trend followers, it’s another signal that peanut butter isn’t going extinct any time soon.
And M&M’S peanut innovation doesn’t stop with this prehistoric collab. Later this year, Mars will debut M&M’S Honey Roasted Peanut: a permanent addition that brings a sweet-and-salty twist to the classic peanut lineup. While the Jurassic packs tap into limited-edition fandom fun, Honey Roasted Peanut expands the brand’s everyday snacking appeal. Together, these launches show how Mars is keeping M&M’S fresh, from blockbuster tie-ins to timeless flavor upgrades.
Wrap-Up: Snack Like It’s 65 Million Years Ago
Mars’ Jurassic World Rebirth collab shows that candy doesn’t have to be just sweet—it can be smart, social, and storytelling-driven. For retailers, importers, and copackers, these moments of cultural crossover are golden opportunities to create buzz and boost sales.
So grab a pack, cue up the dino soundtrack, and get ready to snack like it’s the Cretaceous period.
Want more fun food news and trend insights? Reach out to the Source86 team or explore our ingredient offerings to find the perfect match for your next blockbuster launch.
