M&M's has announced a new all-cerulean pack of its sweets, inspired by the upcoming release of The Devil Wears Prada sequel. The limited-edition colour pays homage to an iconic line from the 2006 film, in which Meryl Streep's character Miranda Priestly famously corrects Anne Hathaway's Andy Sachs on the exact shade of blue.
The cerulean packs will be available for free on Friday at 11am ET from MMS.com, while stocks last. The release coincides with the sequel hitting cinemas, which sees original cast members Streep, Hathaway, Emily Blunt and Stanley Tucci return.
The new film follows Priestly as she clashes with former assistant Emily Charlton, now a rival executive, over advertising dollars in print journalism. The original 2006 comedy, based on Lauren Weisberger's novel, grossed over $326 million worldwide.
Several retailers have also launched Devil Wears Prada-themed merchandise. Old Navy offers a cerulean sweater with the film's stiletto logo, while Target sells a tank top with the sweater quote. Amazon, Kohl's, Shein and Hot Topic are among other brands selling branded mugs, t-shirts and more.
Cinema chains including Cinemark, AMC and Regal are selling popcorn tins, tumblers and souvenir cups. Clothing company Lulus has released a dress line inspired by the first film and the Met Gala scene teased in the sequel's trailer.
