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E.T.'s Candy Choice: M&Ms Said No, Reese's Won Big
1 Mar
Summary
- Mars, Inc. refused M&Ms for E.T., a decision they likely regretted.
- Reese's Pieces sales increased 85% due to the film's iconic scene.
- E.T. became the highest-grossing film of 1982 after the candy deal.
The cinematic journey of "E.T. the Extra-Terrestrial" almost featured M&Ms, but Mars, Inc. ultimately declined Universal Studios' request to use their candy. Director Steven Spielberg's preference was for M&Ms, but the company's reluctance to provide script details led to the refusal. This decision proved to be a significant missed opportunity for Mars.
Following the rejection of M&Ms, Spielberg turned to his second favorite candy, Reese's Pieces, made by The Hershey Company. Hershey agreed to the collaboration, allowing Reese's Pieces to be featured prominently in the film. This partnership was mutually beneficial.
As a result of its appearance in "E.T.," Reese's Pieces experienced an 85% increase in sales in the weeks following the film's release. The movie itself went on to become the highest-grossing film of 1982, cementing the association between E.T. and Reese's Pieces in popular culture.
