Private investment firm Comvest Partners acquires the financially troubled e-retailer, which filed for Chapter 11 bankruptcy protection in March.
Mars Direct’s web site Candy Lab lets visitors animate virtual M&M’s with their own uploaded images. Shoppers also can order the customized chocolate candy in multiple colors and message fonts, personalized with the faces they’ve uploaded.
An online destination that lets shoppers virtually animate the front of M&M;’s chocolate candies with an image of their own talking, singing face is part of a new viral marketing promotion for the company’s popular candy line. My M&M;’S Candy Lab, accessible at the Mymms.com web site, also lets shoppers order the candies imprinted with the selected faces along with a personal message.
After uploading photos of their faces to place on the virtual M&Ms;, visitors can type in a customized message to make the face talk–complete with moving lips and blinking eyes. Or they can pick from a menu of songs that the virtual faces can sing.
The personalized creations can be e-mailed to friends and family and posted on social networking sites such as Facebook. Shoppers also can order the customized chocolate candy in multiple colors and message fonts, personalized with the face they’ve uploaded, a feature initially launched on Mars’ web site this summer.
“By animating the face to talk or sing, My M&M;’S Candy Lab allows our consumers to literally tell a friend about MY M&M;’s faces,” says Jim Cass, vice president and general manager, Mars Direct.