MY M&M's(R) and Martha Stewart Sweeten the Holiday Season With Multi-Platform Integration Kicking Off Friday on 'The Martha Stewart Show'

MY M&M's(R) and Martha Stewart Sweeten the Holiday Season With Multi-Platform Integration Kicking Off Friday on 'The Martha Stewart Show'

Martha Stewart Living Omnimedia Elevates the Art of Personalized Gifts By Promoting Handcrafted and Affordable Holiday Gifts Featuring MY M&M'S(R) Chocolate Candies

HACKETTSTOWN, N.J., Oct. 30 /PRNewswire/ -- Mars Direct, a division of Mars Snackfood US, announced a collaboration between MY M&M'S(R) Chocolate Candies and Martha Stewart Living Omnimedia, Inc (NYSE:MSO) . The collaboration, which will be unveiled on Friday during a special live Halloween edition of the Emmy-winning series, The Martha Stewart Show, combines Martha Stewart's unique do-it-yourself craft ideas with personalized MY M&M'S(R) to deliver style and smiles this holiday season. These unique, fun and affordable handcrafted gift ideas will be available exclusively at mymms.com/martha and across all of MSLO's media properties. In her Friday show, Martha takes viewers on a first-ever behind-the-scenes visit to the MY M&M'S(R) factory, giving audiences a glimpse into what it takes to produce one of America's all-time favorite sweets.

Through the integration, MSLO will create a cross-platform 360-degree program promoting stylish, personable and affordable holiday gifts featuring MY M&M'S(R) Faces. This platform will allow consumers to put their favorite faces and personal holiday messages on M&M'S(R) Chocolate Candies. In addition to being featured on The Martha Stewart Show, these exclusive do-it-yourself personalized holiday gift ideas will be on Martha Stewart Living Radio on SIRIUS; MSLO's online, eight-week Holiday Workshop at marthastewart.com; and through do-it-yourself articles featured in Martha Stewart Living and Everyday Food magazines.

"We are very excited to launch this strategic alliance with Martha Stewart, as she is the arbiter of creativity, style and good taste," said Jim Cass, vice president and general manager, Mars Direct, Inc. "Millions turn to Martha for do-it-yourself inspiration for holiday gifts, and MY M&M'S(R) is pleased to provide a platform to personalize gifts that are fun, meaningful, and a treat to eat."

"From family tree ornaments to wish jars, MSLO's personalized holiday decor and gift ideas featuring MY M&M'S(R) Faces will allow our audiences to tell their own unique holiday stories," said Martha Stewart. "Featuring custom photos and messages with a sweet chocolate twist, each holiday craft idea allows consumers to take personalization to a whole new level to create truly one-of-a-kind holiday memories."

MY M&M'S(R) has also created two Martha Stewart-inspired autumn and holiday M&M'S(R) blends that will be given free exclusively to Martha Stewart Living Omnimedia audiences with a minimum MY M&M'S(R) purchase. MY M&M'S(R) can be ordered online at http://www.mymms.com/martha.

Handcrafted Holiday Gifts Never Tasted So Sweet

Create your personalized holiday gifts, stocking stuffers and edible season's greetings by ordering MY M&M'S(R) customized chocolate candies online at http://www.mymms.com/martha. MY M&M'S(R) Faces are available in 7-ounce bags at $12.99 per bag (minimum order: 3 bags); a 5- or 10-pound bulk box for $139.99 or $259.99, respectively; or a variety of 1.6- to 1.75-ounce party favors (minimum order: 20 bags), priced at $4.39 - $6.89 per bag, based on variety. MY M&M'S(R) Faces are a fun way to tell your personalized story in a brand new way.

About Martha Stewart Living Omnimedia, Inc.

Martha Stewart Living Omnimedia, Inc. (NYSE:MSO) is a diversified media and merchandising company, inspiring and engaging consumers with unique lifestyle content and distinctive products. The Publishing segment encompasses four magazines, including the company's flagship publication, Martha Stewart Living, periodic special issues and books. The marthastewart.com website provides consumers with instant access to MSLO's multimedia library, search and find capabilities, recipes, online workshops, community and personalization, as well as wedding-planning tools powered by WeddingWire. The Broadcasting segment produces such programming as the Emmy-winning daily, nationally syndicated television series, "The Martha Stewart Show," and Martha Stewart Living Radio, channel 112 on SIRIUS Satellite Radio. In addition to its media properties, MSLO offers high-quality Martha Stewart products through licensing agreements with carefully selected companies, including the Martha Stewart Collection exclusively at Macy's, Martha Stewart Everyday at Kmart, Martha Stewart Crafts with EK Success at Wal-Mart, Michaels and independent retailers, Martha Stewart for 1-800-Flowers.com and a co-branded food line with Costco. In April 2008, Emeril Lagasse joined the Martha Stewart family of brands; MSLO acquired the assets related to Lagasse's media and merchandising business, including television programming, cookbooks, and emerils.com website and his licensed kitchen and food products. For additional information about MSLO, visit http://www.marthastewart.com/.

About MY M&M'S(R):

MY M&M'S(R) is the personalized brand extension of M&M'S(R) Chocolate Candies, which is owned by Mars, Incorporated, one of the world's leading food manufacturers. The personalized printing option officially launched in 2005, and MY M&M'S(R) Faces launched in summer of 2008. MY M&M'S(R) are available in 22 different colors. Seventeen colors can be customized with Faces and personal messages in a variety of fonts. MY M&M'S(R) can be ordered online at http://www.mymms.com/ or by calling 888-696-6788. Favors are also available.

About Mars Snackfood US:

Mars Snackfood US is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars North America employs more than 12,000 associates in the United States, with 54 facilities nationwide. Mars Snackfood US includes some of the world's favorite brands such as DOVE(R) Chocolate Brand, M&M'S(R) Brand, MILKY WAY(R) Brand, SKITTLES(R) Brand, SNICKERS(R) Brand, STARBURST(R) Brand, 3 MUSKETEERS(R) Brand, TWIX(R) Brand and more. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please visit mars.com.

First Call Analyst:
FCMN Contact:

Source: Mars Direct

CONTACT: Ryan Bowling of Mars Snackfood U.S., +1-908-850-2396,
ryan.bowling@effem.com; or Katie Durkin of Weber Shandwick, +1-312-988-2444,
kdurkin@webershandwick.com, for Mars Direct

Web site: http://mars.com/
http://www.mymms.com/
http://www.marthastewart.com/

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Profile: International Entertainment