The iconic candy brand is teaming up with Warner Bros. Pictures to create custom-designed M&M’S candies for fans to cast their own enchantments, and partnering with actress Camilla Belle to recreate her scene from the original film – just in time for PRACTICAL MAGIC 2, only in theaters September 10
Highlights:
- Practical Magic 2 Movie Collab: Ahead of the Halloween season, M&M’S is releasing limited-edition Amas Veritas Spell & Snack Packs to celebrate the theatrical release of Practical Magic 2 only in theaters September 10, 2026.
- Double the Treats: The collectible pack is an exclusive gift with purchase of M&M’S Milk Chocolate Fun Size Sharing Bag when purchased on MMS.com/Practical-Magic, dropping at 12:00 AM ET / 9:00 PM PT on September 3 and September 14.
- Bite-Sized Magic: The pack features custom M&M’S candies with eight whimsical symbols inspired by the iconic “Amas Veritas” love charm from the original film, plus four new symbols that hint at the mysteries brewing in the sequel.
- Camilla Belle Recreates the Magic: M&M’S is partnering with Camilla Belle, who played young Sally Owens and recited the famous charm in the 1998 film, to recreate the spellbinding scene with a signature M&M’S twist.
- The Ultimate Halloween & Movie Night Companion: As a top Halloween treat from Mars, M&M’S remains a seasonal staple for movie nights and trick-or-treating, offering classic variety packs and festive Halloween candy blends nationwide.
NEWARK, N.J., Sept. 2, 2026 /PRNewswire/ — Just in time for the spooky season, M&M’S® is conjuring movie night magic to celebrate the theatrical release of Practical Magic 2, only in theaters September 10—the highly anticipated sequel to the 1998 Warner Bros. Pictures classic—with a limited-edition M&M’S Amas Veritas Spell & Snack Pack.
“For generations, M&M’S have been a staple of Halloween celebrations and remain the perfect chocolate treat for every spooky moment throughout the season,” said Allison Miazga-Bedrick, VP Marketing, Seasonal Portfolio, Mars Snacking. “With Practical Magic 2 coming to theaters, we wanted to give fans a fun new way to celebrate the magic of the season and bring friends together for a movie they’ve been waiting for. This partnership gives Practical Magic fans a nostalgic, colorful and spellbinding way to make their movie night even more memorable – with M&M’S along for the ride.”
Casting the “Amas Veritas” Spell
In celebration of the new film, the M&M’S Amas Veritas Pack is inspired by the iconic scene in the heart of the original where young Sally Owens recites the “Amas Veritas” love spell—a charm that helps her envision the perfect, impossible man in hopes of protecting her heart. The pack brings the beloved film moment to life, allowing fans to recreate the magic bite-by-bite. Each pack features custom-designed M&M’S candies adorned with eight whimsical symbols inspired by the magical qualities of the spell.
Bridging pure nostalgia with high-stakes anticipation for the upcoming theatrical sequel, the pack also debuts an “extended verse” featuring four brand-new symbols. These exclusive designs drop subtle hints about the mysteries brewing in Practical Magic 2.
The limited-edition pack is available exclusively at MMS.com/Practical-Magic as a special gift with the purchase of M&M’S Milk Chocolate Fun Size Sharing Bag, a Halloween season-essential, while supplies last. In a playful nod to the film’s iconic midnight theme, fans will have two chances to claim their pack during two exclusive drops at the stroke of midnight (12:00 AM ET) on:
- Drop 1: Thursday, September 3, 2026
- Drop 2: Monday, September 14, 2026
A Spellbinding Partnership
For fans who have spent decades waiting to step back into the Owens family’s enchanting world, the long-awaited sequel Practical Magic 2 promises to deliver the ultimate dose of nostalgia with the return of sisterly bonds, playful shenanigans and whimsical magic. Now, in a way only M&M’S can, the brand is bringing that beloved cinematic heritage to life by reuniting fans with a familiar face from the original magic.
M&M’S partnered with actress Camilla Belle, who famously played young Sally Owens in the original film. Nearly 28 years later, Belle will recite the famous “Amas Veritas” charm once again—this time with a signature M&M’S twist—in exclusive social content on Instagram and TikTok, inviting both lifelong fans and a new generation to fall in love with the franchise’s magic.
“Playing young Sally Owens in Practical Magic is still one of the most special memories from my early career, so coming back to this moment 28 years later has been such a nostalgic experience,” said Camilla Belle. “Revisiting this beloved scene with M&M’S and giving the ‘Amas Veritas’ spell a sweet twist has been such a delight. I can’t wait for fans to recreate the spell, share the fun on social and get excited for Practical Magic 2.”
More Movie Marathon Must-Haves
In addition to the Amas Veritas Pack, M&M’S has fans covered for all their hosting and trick-or-treating needs with seasonal favorites, available at retailers nationwide and on MMS.com, including:
- M&M’S Milk Chocolate, Peanut and Peanut Butter Fun Size Halloween Candy Variety Pack – A delicious mix of classic Milk Chocolate, roasted Peanut, and rich Peanut Butter M&M’S in individually portioned, trick-or-treat-friendly Fun Size pouches. It is the ultimate crowd-pleaser for stocking spooky candy cauldrons, trick or treat festivities or filling local neighborhood “Boo Baskets.”
- M&M’S Halloween Blend Milk Chocolate – Features the classic taste of real milk chocolate covered in ghoulish orange and black candy shells, perfect for a seasonal candy bowl or baking festive treats.
- M&M’S Halloween Blend Peanut – Including roasted peanuts and real milk chocolate, this classic flavor combination is dressed up in spooky orange and black candy shells for a frightfully delicious treat.
For more details on the M&M’S Amas Veritas Spell & Snack Pack, visit MMS.com/Practical-Magic and follow M&M’S on Facebook, TikTok, and Instagram, and be sure to see Practical Magic 2 only in theaters September 10.
ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.
About Practical Magic 2
Starring Sandra Bullock and Nicole Kidman, PRACTICAL MAGIC 2 returns to a world steeped in moonlit mischief and powerful ancestral magic, as the Owens sisters must confront the dark curse that threatens to unravel their family once and for all in a must-see cinematic event of fun, magic and mayhem. Also starring are Joey King, Lee Pace, Maisie Williams, Xolo Maridueña, Solly McLeod, with Dianne Wiest, and Stockard Channing. Susanne Bier directs from a screenplay by Akiva Goldsman and Georgia Pritchett and Kelly Marcel, based on the novel entitled The Book of Magic by Alice Hoffman. It is produced by Denise Di Novi, Sandra Bullock and Nicole Kidman. The executive producers are Donald Sabourin, Andrew A. Kosove and Broderick Johnson. Warner Bros. Pictures Presents, In Association with Alcon Entertainment, A Di Novi Pictures / A Fortis Films / A Blossom Films Production, A Susanne Bier Film: PRACTICAL MAGIC 2. The film will be distributed worldwide by Warner Bros. Pictures, only in theaters in North America on September 10, 2026.
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Media Contacts: |
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Marissa Viola |
Morgan Abercrombie |
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Mars Snacking |
Weber Shandwick |
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