M&M’s taps Japan’s samurai roots for limited edition launch

Last Friday (November 4), Mars Japan launched M&M’s milk chocolate kimono and M&M’s milk chocolate samurai gift boxes at Haneda Airport International Terminal.

The samurai edition features M&M’s characters dressed as samurais against a backdrop of Mount Fuji.

M&M’s kimono features a pink floral package with characters sporting traditional Japanese haircuts.

Each gift box contains 13 mini triangular packs of M&M’s and will retail for around ¥1,300 ($12.50).

The products add to Mars’ limited edition character items such as M&M’s Statue of Liberty and M&M’s London guard.

Mars established its subsidiary in Japan in 1975 and introduced M&M’s to the market in 1981.

Chocolate confectionery retail value sales in Japan grew 7% in 2015 to ¥405 billion ($3.9bn) with the segment led by local player Meiji on a 17% market share, according to Euromonitor International.

Further reading....​Mars recently announced plans to launch new variant M&M's Caramel​​ to the US for April 2017.​