M&M’S Unveils Limited-Edition Practical Magic 2 Spell & Snack Packs for Two Exclusive Drops
Practical Magic fans will have a new limited-edition movie collectible to chase this month, and it comes filled with M&M’S. Mars is teaming with Warner Bros. Pictures for a special M&M’S Amas Veritas Spell & Snack Pack celebrating the September 10 theatrical release of Practical Magic 2. The company describes the release as a collectible pack and will make it available only through two online drops while supplies last.
The design reaches back to one of the best-known scenes from the original 1998 Practical Magic, when young Sally Owens recites the “Amas Veritas” love spell. Inside the pack are custom-designed M&M’S featuring eight symbols inspired by the magical qualities mentioned in the spell. Four additional symbols have been created specifically for the promotion, with Mars saying they offer subtle hints about mysteries in Practical Magic 2.
“For generations, M&M’S have been a staple of Halloween celebrations and remain the perfect chocolate treat for every spooky moment throughout the season,” said Allison Miazga-Bedrick, VP Marketing, Seasonal Portfolio, Mars Snacking. “With Practical Magic 2 coming to theaters, we wanted to give fans a fun new way to celebrate the magic of the season and bring friends together for a movie they’ve been waiting for. This partnership gives Practical Magic fans a nostalgic, colorful and spellbinding way to make their movie night even more memorable – with M&M’S along for the ride.”
That mix of original-film nostalgia and new sequel imagery gives the release more of a collectible tie-in feel than a typical seasonal candy package. The Spell & Snack Pack itself is also being distributed differently from M&M’S regular Halloween products. Fans cannot simply pick one up at a grocery store. The limited edition will be offered exclusively through the M&M’S website as a gift with the purchase of an M&M’S Milk Chocolate Fun Size Sharing Bag.
There will be two opportunities to get one. The first drop takes place Thursday, September 3, at 12 AM ET, followed by a second drop Monday, September 14, at the same time. Both will be available only while supplies last.
M&M’S is also bringing back Camilla Belle, who played young Sally Owens in the original movie. Nearly 28 years later, Belle will recreate the Amas Veritas scene with an M&M’S twist for social content on Instagram and TikTok. “Playing young Sally Owens in Practical Magic is still one of the most special memories from my early career, so coming back to this moment 28 years later has been such a nostalgic experience,” said Camilla Belle. “Revisiting this beloved scene with M&M’S and giving the ‘Amas Veritas’ spell a sweet twist has been such a delight. I can’t wait for fans to recreate the spell, share the fun on social and get excited for Practical Magic 2.”
The collaboration arrives alongside the return of Sandra Bullock and Nicole Kidman in Practical Magic 2, which opens in North American theaters September 10. The sequel also stars Joey King, Lee Pace, Maisie Williams, Xolo Maridueña, Solly McLeod, Dianne Wiest and Stockard Channing.