Can Maya Rudolph save M&M's? Inside the scandal that 'broke the Internet'
LOS ANGELES, CALIFORNIA: After years of discussion, a little ridicule, and its fair share of controversy, M&M is, finally, suspending the company's 'spokescandies'. They are being replaced by real-life comedian and actor, Maya Rudolph. As per an official tweet by M&M's, the company has decided to take an "indefinite pause" from their 'spokescandies', because some changes made to the cartoons last year, "broke the internet" and made them realize that "even a cartoon candy's shoes can be polarizing."
Introducing Maya Rudolph as their "new Chief of Fun", the company went on to say that they are proud to introduce a spokesperson that "America can agree on." Welcoming her, they wrote in their tweet, "We are confident Ms. Rudolph will champion the power of fun to create a world where everyone feels they belong." As we await for Rudolph to make her debut as the candy's spokesperson during a Super Bowl commercial on February 12, let's dive into what prompted M&M to say their spokescandies 'broke the Internet'.
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What changes did M&M make and what led to the controversy?
Years ago, M&M decided to personify their candies, creating distinct personalities for each candy distinguished by their colors. For instance, the yellow M&M, a peanut candy, appeared to be a little dim-witted, while the green M&M was the sexy one; her pal, the brown M&M appeared to represent, as per what netizens believe, a liberal feminist. However, in 2022, green M&M had to bow down to the company's orders and look less sexy. Her high-heeled white go-go boots were replaced by boring white sneakers and her supportive pal, the brown M&M decided to drop her super-high-heeled stilettos for a flatter, lower-heel.
At the time, Mars, the parent company that makes M&Ms, explained that characters were redesigned for a "more dynamic, progressive world." The green M&M was supposed to "reflect confidence and empowerment, as a strong female, and known for much more than her boots (for which the company had received criticism in the past)." She would share a more friendly relationship with the brown M&M, showcasing a "force supporting women," the company was quoted, as per CBS News.
As soon as the changes were announced, conservatives across the country attacked the brand, ridiculing the decision in ways that must have pushed the poor spokescandies to seek some psychological counseling. The harshest criticism came from Fox News host Tucker Carlson, who said, "M&M's will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous."
Tucker: M&M’s will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous. Until the moment you wouldn’t want to have a drink with any one of them. That’s the goal. When you’re totally turned off, we’ve achieved equity… pic.twitter.com/rz7VtVCHWu
— Acyn (@Acyn) January 22, 2022
In January 2023, Carlson decided to take another swipe at the candy, criticizing the orange M&M for "becoming a poster boy for the mental-health epidemic", and describing the newly introduced purple M&M as a "obese and uniquely frumpy lesbian M&M." A graphic shown on Fox called the all-female M&M pack, "woke candy," and it wasn't long before the spokescandies became the center of a political battle between the left liberals and right conservatives, 'breaking the Internet'.
Hopefully, Maya Rudolph can pull us back from the brink of all this madness.