M&M to retire 'spokescandies' after outrage over mascots' shoes

This is the last we will see of the iconic M&M spokescandies after the confectionery giant announced that they will be phasing the mascots out. The recent changes to the spokescandies' shoes triggered widespread outrage in the United States, which prompted the company to shelve the mascots, at least for the time being.

The adorable mascots will now be replaced by former Saturday Night Live star Maya Rudolf.

The classic button-shaped, sugar-coated chocolate candy by Mars, Incorporated had introduced its mascots, known as "spokescandies" back in 1945.

These anthropomorphic characters -- complete with hands, legs and faces -- were modelled after M&M candies. Each colour wore a distinct set of shoes to match their personalities.

In January 2022, the company announced its decision to alter the shoe styles of Green and Brown M&M mascots, who were widely believed to be females. The change was to reflect inclusive progressive values and promote a more gender-neutral image of the mascots.

The Green M&M was traditionally shown wearing go-go boots and the Brown one wore high-heeled pumps. After the rebranding exercise, the Green one was given a pair of trainers and the Brown one had her heels shortened.

The move triggered widespread outrage, particularly from the American right wing. They decried what they believed was the woke-washing of the much-loved mascots. Fox News pundit Tucker Carlson led the attack against the brand saying: "M&M’s will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous. Until the moment you wouldn’t want to have a drink with any one of them. That’s the goal.”

A year later, ahead of Super Bowl, the company announced its decision to phase out the M&M mascots entirely as the debate around the spokescandies refused to die down. The iconic mascots, who have always been associated with the candy brand since 1945, will now be replaced by Maya Rudolf, said the company.

A message from M&M'S. pic.twitter.com/EMucEBTd9o

— M&M'S (@mmschocolate) January 23, 2023

Despite the decision to walk to the middle path by antagonising neither the right nor the left, M&M's social media pages are rife with angry comments left by both sides of the political spectrum. "what a way to destroy a history of making people smile. Your CEO should step down for choosing to virtue signal rather than put the investors first," said one. 

"You mean, your sales dipped after going woke and you don’t want to admit it outright?" wrote another. 

"Let’s take the candy out of this. Your advertising was based on supporting women. You are now backing down from it because a conservative talk show host didn’t like supporting women," said a user criticising the company for cowering to right-wing demands.