M&M's is joining the excitement for The Devil Wears Prada 2 by introducing a new color to its candy lineup. Inspired by an iconic line from the 2006 film, the brand is launching an all-cerulean pack to coincide with Friday's release of the sequel.
The Cerulean Connection
The color cerulean became synonymous with the beloved original film after Meryl Streep's character, diabolical fashion editor Miranda Priestly, bluntly told Anne Hathaway's Andy Sachs: "But what you don't know is that that sweater is not just blue, it's not turquoise, it's not lapis, it's actually cerulean."
Available in limited quantities, the all-cerulean packs will be free on Friday at 11 a.m. ET while supplies last. Customers hoping to snag the blue-hued M&M's should try their luck at MMS.com.
Sequel Details
Returning to star in the sequel, which hits theaters Friday, are original cast members Streep, Hathaway, Emily Blunt, and Stanley Tucci. The new film follows Priestly as she clashes with her former assistant-turned-rival executive Emily Charlton over limited advertising dollars in the declining world of print journalism.
The original comedy drama, released in 2006, was based on Lauren Weisberger's 2003 novel of the same name. The movie made over $326 million at the international box office, and Streep was nominated for the best actress award by the Screen Actors Guild.
Merchandise Mania
The highly anticipated sequel has prompted several chain stores and brands to release film-related merchandise. Old Navy has launched a cerulean sweater complete with the movie's signature red stiletto logo emblazoned on the left-hand side of the chest. The clothing company also has a cerulean sweatshirt with another Priestly zinger — "Please bore someone else with your questions" — printed across the back.
Target has also capitalized on the cerulean craze, printing the sweater quote on a tank top, and launching a series of sweaters and t-shirts with the film's branding. Amazon is selling a collection of mugs and t-shirts with quotes and characters from the first film, while Kohl's, Shein, and Hot Topic are just some of the other stores also hawking Devil Wears Prada-branded merch.
Unsurprisingly, movie chains — including Cinemark, AMC, and Regal — are selling a variety of items, including branded popcorn tins, tumblers, and souvenir cups. But the craze has extended even beyond basic branded sweatshirts and wine glasses. Clothing company Lulus has released a line of dresses — including, of course, florals and cerulean — inspired by the first film as well as the Met Gala scene teased in the sequel's trailer.
The Devil Wears Prada 2 hits theaters Friday, May 1.
