{"id":11447,"date":"2022-02-14T10:02:45","date_gmt":"2022-02-14T15:02:45","guid":{"rendered":"https:\/\/blogs.shu.edu\/thediplomaticenvoy\/?p=11447"},"modified":"2022-09-24T11:08:02","modified_gmt":"2022-09-24T15:08:02","slug":"mars-wrigleys-progressive-rebranding-of-mms-is-misguided-feminism","status":"publish","type":"post","link":"https:\/\/blogs.shu.edu\/thediplomaticenvoy\/2022\/02\/14\/mars-wrigleys-progressive-rebranding-of-mms-is-misguided-feminism\/","title":{"rendered":"Mars Wrigley\u2019s \u2018Progressive\u2019 Rebranding of M&Ms is Misguided Feminism"},"content":{"rendered":"

Shweta Parthasarathy<\/b>
\n<\/b>Digital Editor<\/i><\/b><\/p>\n

Earlier this year, Mars Wrigley announced that it will be updating its personified M&M characters to be more \u201ccurrent\u201d and \u201crepresentative of [M&M\u2019s] consumers,\u201d according to the president of Mars Wrigley North America, Anton Vincent, in a report for <\/span>CNN<\/span><\/a>. The two female M&Ms will be different; the Green character will wear sneakers instead of high heels, and the Brown character will wear more \u2018sensible\u2019 heels rather than stilettos. The M&M characters\u2019 upgrade is intended to reflect Mars Wrigley’s commitment to \u201cupend the expected [and] break through barriers\u201d using its products, as the <\/span>M&M website<\/span><\/a> notes.\u00a0<\/span><\/p>\n

Mars Wrigley\u2019s move came just days before Disney unveiled a new pantsuit for Minnie Mouse in honor of Disneyland Paris\u2019s 30<\/span>th<\/span> Anniversary and International Women\u2019s Day, according to <\/span>the park\u2019s website<\/span><\/a>. <\/span>CNN<\/span><\/a> reports that Stella McCartney, who designed the navy blue polka-dotted suit, explained that her creation would serve as \u201ca symbol of progress and empowerment for a new generation.\u201d\u00a0<\/span><\/p>\n

The decisions made by Mars and Disney are said to be reflective of their customers\u2019 dedication to feminism and inclusivity, but the changes have become a point of contention amongst both conservatives and liberals.\u00a0<\/span><\/p>\n

In a <\/span>Fox News<\/span><\/a> interview, conservative commentator Candace Owens criticized Disney for destroying \u201cfabrics of our society\u201d by making Minnie \u201cmore masculine,\u201d while other conservative hosts made similar hyperbolized arguments against the update to M&M\u2019s characters, including Greg Gutfeld on his Fox broadcast show <\/span>Gutfield<\/span><\/i><\/a>!<\/span><\/i>, and Tucker Carlson, according to <\/span>The Week<\/span><\/a>. Carlson derisively and erroneously condensed Mars\u2019s goal: \u201cM&M’s will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous. \u2026 When you’re totally turned off, we’ve achieved equity.\u201d\u00a0<\/span><\/p>\n

Conservatives have argued that these changes are neither progressive nor simply unnecessary; rather, they pose a grave danger to the understanding of gender that has shaped American society.\u00a0<\/span><\/p>\n

Those who support Mars Wrigley and Disney\u2019s decisions, however, believe that the changes are a step towards eroding gender norms. <\/span>The Associated Press<\/span><\/a> explained that the overhaul of the M&Ms was meant to make them less \u201cstereotypically feminine.\u201d This was also the motivation behind changing perceptions of the Green M&M, which was often sexy and seductive, whose sultry tone in one <\/span>advertisement<\/span><\/a> literally<\/span><\/i> melted the male M&Ms.\u00a0<\/span><\/p>\n

However, that reasoning is exactly what many progressives disapprove of. The changes made to the Green M&M, in particular, have been criticized for undermining a basic principle of feminism: the right to decide what kind of woman you are, without judgement. Wearing stilettos or heels makes one no less of a woman and in no way undermines society\u2019s progress towards gender equality. According to <\/span>The Independent<\/span><\/a>, one social media user pointed out, \u201cIsn\u2019t the point of feminism that we get to choose if we want to be feminine or whatever we want[?]\u201d<\/span><\/p>\n

Choosing one version of female in favor of another automatically marks the replacement as superior. Switching from the \u2018sexy\u2019 image of the Green M&M to a more modest and supposedly progressive one demonizes female sexuality and sends the message that women, or female anthropomorphized candies, should not express their sexuality, or they risk losing respect, power, and credibility. Pitting one group of more modest \u2018sensible\u2019 women against another more adventurous, risqu\u00e9 group of women achieves something entirely opposed to Mars Wrigley\u2019s stated goal of empowering all women.<\/span><\/p>\n

Admittedly, Mars and Disney are not alone in attempting to shift perceptions of their brands\u2014many companies have adapted to meet society\u2019s evolution in recent years. Mattel launched a new line of Barbies in 2015 with a range of skin tones, hair types, and body types, reports <\/span>NPR<\/span><\/a>. More recently, according to the <\/span>New York Times<\/span><\/a>, Hasbro announced last year that it would be dropping \u2018Mr.\u2019 from its Potato Head line of products in order to promote gender inclusivity.\u00a0<\/span><\/p>\n

What sets Mars Wrigley\u2019s modifications apart, however, even from Disney\u2019s changes, is their demonization of a certain type of female representation in favor of what they consider to be more progressive. Unlike the new M&Ms, Minnie\u2019s new outfit is an <\/span>addition <\/span><\/i>to her existing wardrobe, actively including all women regardless of their clothing. Barbie\u2019s revision actively included women with all skin, hair, and body types, and the Potato Head adaption actively included all gender identities. In contrast, the M&Ms\u2019 rebranding actively <\/span>ex<\/span><\/i>cludes certain women whom Mars deemed to be antithetical to progress.<\/span><\/p>\n

However well-intentioned Mars Wrigley\u2019s M&M makeover may have been, the fact remains that the move was fundamentally inimical to their stated goal of creating a platform for inclusivity. The unintended consequence of what the company likely believed to be an empowering move<\/span> was a betrayal of one of the cornerstones of feminism: the right to choose, free of judgement, the woman you want to be. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The decisions made by Mars and Disney are said to be reflective of their customers\u2019 dedication to feminism and inclusivity, but the changes have become a point of contention amongst both conservatives and liberals.\u00a0<\/p>\n","protected":false},"author":5093,"featured_media":11415,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2314,7,2313,384],"tags":[926,966,1139,2080],"class_list":["post-11447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-february-2022","category-opinion","category-2313","category-americas","tag-opinion","tag-feminism","tag-womens-rights","tag-corporations"],"yoast_head":"\nMars Wrigley\u2019s \u2018Progressive\u2019 Rebranding of M&Ms is Misguided Feminism - 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