The license granted to the owners of NFT Bored Apes Yacht Club allows them to use their virtual monkey commercially. It is now the well-known candy brand M&M’s which offers a box of chocolate in their image.
Kingship: A rock band made up of Bored Apes
Owning a Bored Apes Yacht Club NFT allows the image associated with it to be used commercially. While some have opened a fast food restaurant bearing the image of their Apes, others have preferred to create a rock band like KINGSHIP.
With the desire to be a “super group”, KINGSHIP is supported by the 10:22PM label which belongs to none other than Universal Music Group. The founders of the rock band are known and already have a solid experience in the entertainment or animation industry:
- Celine Joshua (Founder)
- Jimmy McNelis (Founder)
- Jack LANZA (Artistic and animation director)
Today, the formed group of Bored and Mutant Apes has announcement a collaboration with Mars to sell… limited-edition boxes of M&M’s.
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M&M’s in the colors of the KINGSHIP group
Numbering 10,000 editions, these M&M’s boxes have several levels of rarity. Notable feature, the Apes of the music group will also be printed on the candies!
Explaining its strategy, Jane Hwang, Global Vice President at Mars Wrigley said:
“Consumer expectations of what they want from their favorite brands have changed, and at Mars we know we need to be more innovative than ever with a brand as culturally famous as M&M’S. We’re excited to continue Mars’ foray into the metaverse through this partnership with 10:22PM and KINGSHIP, to engage our fans in a new and exciting space. »
Jane Hwang, Global Vice President at Mars Wrigley
With the 100 golden boxes (at a price of $100 per box, anyway) already sold out two hours after the start of sales, the interest of collectors and gourmets seems to be present.
Commercial use independent of Yuga Labs
One of the notable points of this collaboration is not really the number of editions of the boxes sold or which of the 4 Apes will appear on the little chocolates. It is rather what KINGSHIP is developing thanks to its commercial license which is not linked to Yuga Labs or the Bored Apes Yacht Club project.
Admittedly, the group is gradually building its brand image largely thanks to the notoriety of the BAYC collection. But besides that, KINGSHIP sold a collection of 5,000 NFTs to create a community, several video productions are in progress and this collaboration with Mars shows that the group can act independently of Yuga Labs.
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NFT Bored Apes in M&M’s, dark affair in chocolate country
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