Mars Snacking brand M&M'S has announced a limited-edition entertainment partnership with Warner Bros. Pictures to celebrate the theatrical release of Practical Magic 2.

Timed for the Halloween trading window ahead of the film's theatrical debut on 10 September 2026, the collaboration introduces the limited-edition M&M'S Amas Veritas Spell & Snack Pack.

The campaign connects consumer packaged goods with theatrical film marketing, deploying scheduled e-commerce drops and digital content featuring actress Camilla Belle to capture consumer interest in seasonal film entertainment and Halloween treating.

Packaging and Formulation

The promotional product takes inspiration from the 1998 original film's "Amas Veritas" love spell sequence.

The limited-edition pack incorporates custom-designed M&M'S lentils featuring eight printed symbols based on the film's spell. Additionally, the release debuts an "extended verse" incorporating four new symbols designed to reference plot elements in Practical Magic 2.

When are they available?

M&M'S is deploying the limited-edition pack through a targeted direct-to-consumer promotional mechanic on its website:

Promotional Mechanics: The Amas Veritas Pack is distributed exclusively via MMS.com/Practical-Magic as a gift with the purchase of an M&M'S Milk Chocolate Fun Size Sharing Bag, while promotional inventories last.

Drop 1 Timing: The initial digital release will launch at 12:00 AM ET on Thursday 3 September 2026.

Drop 2 Timing: The secondary digital release is scheduled for 12:00 AM ET on Monday 14 September 2026.

To support the campaign across digital and social channels, M&M'S partnered with actress Camilla Belle, who portrayed young Sally Owens in the original film. Belle will recreate the spell scene in branded video assets across Instagram and TikTok to promote the theatrical release and the co-branded product drop.

Seasonal Halloween Lineup

Alongside the digital release of the Amas Veritas Pack, M&M'S is supporting seasonal confectionery demand with its wider autumn and Halloween product lineup, distributed across nationwide physical retail stockists and MMS.com:

🎃 M&M'S Variety Pack: A trick-or-treating mix containing classic Milk Chocolate, roasted Peanut, and rich Peanut Butter M&M'S in portioned Fun Size pouches.

🍫 M&M'S Halloween Blend Milk Chocolate: Core milk chocolate lentils encased in seasonal orange and black candy shells for candy bowls and baking.

🥜 M&M'S Halloween Blend Peanut: Roasted peanuts and milk chocolate lentils finished in orange and black candy shells for seasonal sharing.

The promotional campaign pairs direct-to-consumer digital drops with high-volume seasonal retail offerings across US food, mass, and convenience networks throughout the Halloween trading period.