Mars Snacking is leaning into Halloween candy season with a licensed movie tie-in: M&M'S has unveiled a limited-edition Amas Veritas Spell & Snack Pack keyed to the theatrical release of Practical Magic 2, which opens September 10, 2026. The collectible pack is exclusive to MMS.com/Practical-Magic and available only as a gift with purchase of M&M'S Milk Chocolate Fun Size Sharing Bag — a direct-to-consumer move that keeps the promotion off retail shelves entirely.

The Drop Mechanics

Availability runs through two timed windows, each at 12:00 AM ET: September 3 and September 14, while supplies last. The midnight timing is a deliberate nod to the film's recurring theme of witching-hour magic. The pack itself contains custom-printed M&M'S candies featuring eight symbols drawn from the original film's "Amas Veritas" love charm, plus four new symbols described as hints toward the sequel's plot — a collectible hook designed to drive repeat purchase across both drop dates.

Allison Miazga-Bedrick, VP Marketing, Seasonal Portfolio, Mars Snacking, framed the program as a movie-night occasion play: "This partnership gives Practical Magic fans a nostalgic, colorful and spellbinding way to make their movie night even more memorable — with M&M'S along for the ride."

Channel Context for C-Store Operators

The Amas Veritas pack itself is a DTC-only item, but the broader Mars Halloween portfolio — the piece most relevant to convenience operators — ships to retail nationwide. That lineup includes the M&M'S Milk Chocolate, Peanut and Peanut Butter Fun Size Halloween Candy Variety Pack (a perennial high-velocity SKU for trick-or-treat season), plus seasonal Halloween Blend Milk Chocolate and Halloween Blend Peanut items in orange-and-black candy shells. For c-store buyers, these variety packs are the forecourt-adjacent candy-aisle workhorses that drive basket size from late August through Halloween.

Halloween remains one of the highest-volume candy windows of the year for the channel. According to NACS data, candy and snacks consistently rank among the top inside-sales categories, and seasonal limited-edition packaging historically lifts both unit velocity and average transaction size during the October build. Mars, with a combined Mars and Kellanova portfolio now topping $65 billion in net sales, has the shelf-presence leverage to activate these seasonal programs at scale across every retail tier — from big-box to single-store operators.

The movie partnership also adds a celebrity content layer: actress Camilla Belle, who played young Sally Owens in the 1998 original, is recreating the "Amas Veritas" scene in M&M'S-branded social content on Instagram and TikTok. That earned-media push is designed to extend the promotion's reach without incremental retail spend — a playbook increasingly common among top confectionery suppliers trying to generate trial ahead of in-store resets.

For c-store category managers, the practical read is straightforward: the limited-edition collector pack won't appear on store shelves, but the social noise around the film tie-in should lift consumer awareness of M&M'S Halloween SKUs broadly — and those SKUs are widely distributed at retail. Blocking Halloween candy sets early, with M&M'S variety packs in high-visibility placement, positions operators to capture impulse purchases from shoppers already primed by the Practical Magic 2 marketing wave. For more on seasonal candy strategy at convenience retail and how film tie-ins drive confectionery velocity, see related coverage at C-Store News.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.