M&M'S(R) 'Dares to go the Dark (Chocolate) Side' for Release of Star Wars: Episode III Revenge of the Sith

M&M'S(R) 'Dares to go the Dark (Chocolate) Side' for Release of Star Wars: Episode III Revenge of the Sith Masterfoods USA to Celebrate Star Wars Across Key Products HACKETTSTOWN, N.J., Dec. 14 /PRNewswire/ -- As movie fans anxiously await the release of Star Wars: Episode III Revenge of the Sith, Masterfoods USA, makers of M&M'S(R) Brand Candies, is preparing for the premiere of dark chocolate M&M'S(R) and a Star Wars(TM) promotion dubbed "The Star Wars M-Pire." As an official promotional partner for the May 19, 2005 release of the sixth and final Star Wars film, Masterfoods USA will engage fans with the ultimate inter-galactic adventure. "M&M'S is already an out-of-this-world brand, and working with Lucasfilm to celebrate the legacy of Star Wars takes us to a whole new dimension," said Janis Smith-Gomez, Vice President of Marketing, Masterfoods USA. "It's a thrill to bring this exciting Star Wars experience into the homes of millions of Americans and 'dare them to go to the dark side' or stay with the light (milk chocolate) good side." To pique fan fever, 72 collectible packages will be available in-store beginning April 2, 2005. These packages will showcase the loveable M&M'S(R) Brand Characters in a variety of Star Wars costumes and movie scenarios, and will feature exclusive under-the-wrapper "Galactic Gossip," Star Wars movie trivia and fun facts about the M&M'S Brand. "This is a huge win for Star Wars and M&M'S fans, who span several generations and range in the millions," said Tom Warner, director of marketing for Lucasfilm. "Revenge of the Sith is the final Episode of Star Wars, so we wanted to have a lot of fun celebrating the entire saga. We're very excited about the programs Masterfoods has put in place to share the fun." Masterfoods USA is also working to create specialized Star Wars merchandise and novelty items in conjunction with Hasbro. And, other collectibles will include M&M'S Minis tubes with Star Wars character tops and light sabers, and more -- some of which was showcased at this year's National Association of Convenience Stores Show in Las Vegas. The Masterfoods USA/Star Wars promotion also includes activities for its SKITTLES(R) and KUDOS(R) brands. SKITTLES(R) packages will have a one-time use code that allows access to an online video game at http://www.skittles.com/ and a chance to collect 48 original packages. Consumers who find a KUDOS(R) bar not covered in chocolate -- an "imbalance of the Force" -- will win a Star Wars family vacation. Each of the six different KUDOS(R) flavors will have unique packaging and feature collectible cards. The M-Pire promotion will be supported with a full-scale media effort, including national broadcast, print and online advertising, public relations, interactive media, in-store displays and a NASCAR(R) partnership. About Lucasfilm Lucasfilm Ltd. is one of the world's leading film and entertainment companies. Founded by George Lucas in 1971, it is a privately held, fully integrated entertainment company. In addition to its motion picture and television productions, the company's global businesses include Industrial Light & Magic and Skywalker Sound; LucasArts Entertainment; Lucas Licensing; and Lucas Online. Lucasfilm's feature films have won 19 Oscar Awards and its television projects have won 12 Emmy Awards. About Masterfoods USA Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and petcare segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 7,000 associates in the United States, with 15 manufacturing facilities nationwide. The company owns some of the world's favorite brands including M&M'S(R) Brand, SNICKERS(R) Brand, UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food For Dogs, and WHISKAS(R) Brand Food For Cats. Contacts: Joan Buyce Melissa Morante Masterfoods USA Weber Shandwick PR 908-979-5056 212-445-8177 joan.buyce@effem.commmorante@webershandwick.com Source: Masterfoods USA CONTACT: Joan Buyce, Masterfoods USA, +1-908-979-5056, joan.buyce@effem.com; Melissa Morante, Weber Shandwick PR, +1-212-445-8177, mmorante@webershandwick.com Web site: http://www.skittles.com/ ------- Profile: International Entertainment