MIKE AND IKE Candy Teams Up With Marvel Studios’ ‘Thunderbolts’ for Bold New Collaboration

MIKE AND IKE has announced that it is teaming up with Marvel Studios for a unique collaboration featuring the new film “Thunderbolts,” which will be out on May 2.

Per a press release, a co-branded digital media commercial, an immersive tour, co-branded candy samples distributed on the tour, a fan-focused sweepstakes, college influencers, and more are all part of the fully integrated marketing campaign that MIKE AND IKE and its sister brand, HOT TAMALES, have developed.

“As Marvel Studios’ ‘Thunderbolts’ hits the big screen, only our candy brands bring the flavor and firepower to match,” said Deb Turoczy, senior manager of consumer engagement at Just Born Quality Confections. “We’re so excited that our iconic delicious candies are teaming up with this highly anticipated film to deliver an experience that’s fun, immersive and packed with the same fearless energy our fans have come to expect.”

The MIKE AND IKE and HOT TAMALES Movie Concession Tour, a massive activation that brings the well-known movie theater concession to nearly 100 major college campuses across the United States, allows fans to witness the excitement up close. While soaking up the high energy of the movie and their favorite candy brands, fans can enjoy co-branded sample packs of MIKE AND IKE Original Fruits and “Thunderbolts” at each stop. They can also watch the co-branded media spot and the “Thunderbolts” trailer on interactive video screens and win Fandango movie tickets and other exciting giveaways. The world premiere of “Thunderbolts” will be the tour’s spectacular finale.

MIKE AND IKE Is the Latest Marvel Collaboration

The candy collaboration is just the latest retail collaboration with Marvel Studios. In 2023, Marvel partnered with “Magic: The Gathering” for a unique retail promotion.

The card game also published a Lord of the Rings set earlier that year — which even attracted the interest of Post Malone, a well-known Magic collector — and a Commander set with a Doctor Who theme. Magic has also produced a number of smaller, collectible sets over the years that draw inspiration from everything from Bob Ross paintings to My Little Pony.

Given this background, a Marvel-themed set seemed like a logical and even long-overdue addition to the game. This partnership was seemingly Magic’s biggest to date because of Marvel’s diverse cast of characters.