M&M’s replaces 'polarising' chocolate characters with actor Maya Rudolph following backlash over 'woke' designs

24 January 2023, 01:07 | Updated: 24 January 2023, 01:12

M&M&squot;s is set to replace its coloured candy characters with comedian Maya Rudolph following a recent "woke" transformation.
M&M's is set to replace its coloured candy characters with comedian Maya Rudolph following a recent "woke" transformation. Picture: LBC / Alamy

By Danielle DeWolfe

M&Ms has announced it's to stop using its range of 'polarising' multi-coloured chocolate mascots following a US backlash, instead replacing them with actor and comedian Maya Rudolph.

The company, famed for its brightly coloured candy covered chocolates, announced a more "inclusive" branding strategy following criticism of its 'spokescandies’ from right-wing media outlets including Fox News.

Announcing the change of direction on Tuesday, M&M's said actor Maya Rudolph, best know for her Saturday Night Live performances and starring role in hit rom-com Bridesmaids, was someone "America can agree on".

It follows an ad campaign entitled "Flip the Status Quo" which saw the button-shaped chocolates raise money for women in creative industries by donning limited-edition candy accessories including handbags and skirts.

The campaign soon found itself the subject of criticism, with a number of right-wing outlets labelling the anthropomorphised characters 'woke'.

Maya Rudolph is set to replace the famed candies as spokesperson from February 12
Maya Rudolph is set to replace the famed candies as spokesperson from February 12. Picture: LBC / Alamy

An attempt by M&M's to introduce "more nuanced personalities" that would "underscore the importance of self-expression and power of community through storytelling", the current campaign featuring the candies will be replaced by Rudolph from February 12.

Raising awareness of female creativity, the current concept saw the chocolate characters' arms and legs match their shell colours, instead of the flesh tone seen in past campaigns.

Read more: Man, 26, loses testicle after police officer 'clubbed him in the groin' during French protests

Read more: Black Boy Lane renamed because it’s ‘racist’ at cost of ‘£186k’ but new road signs still bear the offensive name

A number of the female characters also wore less stereotypically feminine outfits, with one M&M swapping heels for pumps and another wearing trainers.

The forthcoming relaunch will see the new M&Ms ad air during the US Super Bowl - the most watched sporting event in the world.

The campaign supporting women in the creative industries saw the M&M&squot;s undergo a "woke" transformation.
The campaign supporting women in the creative industries saw the M&M's undergo a "woke" transformation. Picture: LBC / Alamy

It's led many to speculate whether the move is simply another publicity stunt, after M&M's 'murdered' one of their characters in an ad that coincided with the 2020 Super Bowl.

"It’s January 23 - they literally murdered Mr Peanut on Jan 22 2020, this is an obvious chumming of waters for a bad super bowl ad plan," wrote one Twitter user in a reference to a 2020 campaign by M&Ms which featured a of a tongue-in-cheek Super Bowl advert.

In a statement put out on Monday, M&M’s said it "definitely didn’t think it would break the internet."

“But now we get it — even a candy’s shoes can be polarizing."

Describing it as "the last thing M&M’s wanted" since the brand's aim was to "bring people together”, the new campaign is set to boast an altogether different tone.

More Latest News

See more More Latest News

The UK will unveil new sanctions to "turn the screws" on Russia as it marks three years since Moscow's invasion of Ukraine.

UK to ‘turn the screws’ on Russia with new sanctions on three-year anniversary of Ukraine war

Netanyahu says the prisoners that were meant to be released today won't be until the next group of hostages is handed over .

Release of 602 Palestinian prisoners delayed until next group of hostages released 'without humiliating ceremonies', Netanyahu says

The M4 and the M48 have both been closed this evening after multiple people reported seeing a body on the road.

Two major motorways closed after human remains found on the road as drivers stuck for hours

The heavy iron roof at the Real Plaza Trujillo shopping centre, in the La Libertad region, fell onto dozens of people who were at the site.

Six people killed and 78 injured as Peru shopping centre food court roof collapsed in horror incident

Two guards were killed when armed assailants helped Amra escape from a prison convoy in Normandy last May, prompting a high-profile search.

Fugitive French prisoner 'the Fly' who staged deadly escape and prompted international hunt arrested in Romania

Yellow weather warning issued in the UK

Yellow warning issued as UK set to be battered by wind and rain in ‘severe weather’ on Sunday

Pope Francis.

Pope in 'critical condition' after suffering respiratory crisis, the Vatican said

French firefighters (C) operate near the site of a bladed weapon attack where a man is suspected of killing one person and wounding two municipal police officers in Mulhouse, eastern France on February 22, 2025.

One killed and several police officers injured in suspected terror attack in France

A police officer who removed a monitored offender's tag so that she could have a secret relationship with him has been jailed.

Police officer jailed after removing burglar’s tag to have secret sexual relationship with him

Sir Elton John and Simon Cowell have called on the Government to rethink proposals to relax copyright rules in a bid to protect creative talent from artificial intelligence (AI).

Sir Elton John and Simon Cowell unite behind copyright campaign to protect creative talent from US AI firms

Scratchcard.

Thieves win half a million on lottery ticket bought with stolen credit card

A police officer guards at the cordoned off Holocaust memorial after a man was attacked at the memorial site in Berlin, Germany, Friday, Feb. 21, 2025.

Suspect in Berlin Holocaust Memorial stabbing wanted to kill Jewish people, police say

A prison guard..

Prisoners forced to give birth while handcuffed to male officers

Hamas fighters stand in formation as they prepare for the ceremony of Israeli hostages hand over to the Red Cross in Nuseirat, central Gaza Strip, Saturday, Feb. 22, 2025. (AP Photo/Abdel Kareem Hana)

Release of 602 Palestinian prisoners delayed due to 'assaults' say Hamas, amid 'violations' of ceasefire agreement

Tears of joy as sixth Israeli hostage handed over by Hamas - as 602 Palestinians poised for release

Tears of joy: Sixth Israeli hostage handed over by Hamas - as 602 Palestinians poised for release

Girl, 3, dies after a tram and van collide in Manchester

Girl, 3, dies after a tram and van collide in Manchester