Bored Ape NFTs. Bored of them yet? Know what they are, even? Turns out US candy giant Mars and its M&M’s brand are fans. Eminem, Snoop Dogg and MTV, too…

Bored Ape Yacht Club (BAYC) – a collection of 10,000 digital, disinterested-looking cartoon simians has ventured onto the world of tasty, crisp-shelled chocolate confectionary that melts in your mouth and not in your hand.

Mars is releasing limited-edition M&M’s candies featuring (BAYC) NFT imagery on them. And non-fungible-token-loving chocoholics are CHOMPING AT THE BIT(COIN) to go ABSOLUTELY APE for them.

Actually, we can’t back up that statement at all, but we can confirm someone called Ross Macdonald, who has 14.5k Twitter subscribers, quite likes the idea…

As Decrypt reported yesterday, the deal is actually between Mars and Universal Music Group’s 10:22PM label, which licensed the Ape NFT images from an avid BAYC collector.

The one-off candies are based on a virtual Bored Ape “metaverse band” called Kingship, which consist of certain Bored Ape and Mutant Ape avatars, the latter being a spin-off variety of the original apes.

Hmm… a hairy primate cartoon rock band… sounds like a totally original idea, that…

The Kingship band was released into the metaversal world in November last year, and comprises characters developed by label 10:22PM, using one mutant NFT and three ape assets belonging to a well-known investor in the space – Jimmy McNelis.

The individual branded M&M’s candies will feature images of the Bored Apes and Kingship iconography on them, and all up there will be 10,000 of the Kingship M&M packages in gift boxes and jars.

Right, we’ve reached the end of this bulletin, so now it’s time for a routine press release comment from someone who’s excited and uses American spelling:

“Consumers’ expectations for what they want from their favorite brands has shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’S,” said Jane Hwang, Global Vice President at Mars Wrigley, adding…

“We’re excited to continue our Mars foray into the metaverse through this partnership with 10:22PM and Kingship, as a way to engage our fans in a new and exciting space.”

 

Eminem and Snoop team up for MTV Bored Ape track

Meanwhile, as tweeted out by Marshall “Eminem” Mathers himself, the famous rapper is teaming up with fellow rap icon Snoop Dogg for a Bored Ape-themed performance at the upcoming MTV Video Music Awards (VMAs).

Both musicians are noted BAYC members and Snoop Dogg, in particular is a well-known NFT fan, having doxxed himself as prominent collector Cozomo de Medici last year.

The track, called From the D 2 the LBC, will apparently also be inspired by BAYC’s metaverse, which is known as the Otherside and sees the two stars partner with Yuga Labs, the creators of the digital world and BAYC.

It will be the first time Snoop and Eminem have collaborated in about 20 years.

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