Mars Snackfood US is teaming with Hasbro for the launch of limited edition chocolate bars to back next month's release of Transformers: Revenge of the Fallen.
M&Ms Strawberried Peanut Butter Chocolate Candies and Snickers Nougabot Bars will be available until the end of July in the US.
Mars Snackfood will be rolling out a themed marketing campaign in support of the limited edition products.
Film director Michael Bay is putting his signature touch on a TV ad in which animated M&Ms brand characters, Red and Yellow, team up with Optimus Prime to deliver the sweets to stores around the country. It will debut on June 1st.
In addition, Bay himself will become an M&Ms character for a new 'Inner M' print ad which will run in the June issues of Entertainment Weekly, US Weekly and USA Weekend.
Various other activities are also planned around the launch of the film on June 24th.
"M&Ms chocolate candies have always been a favourite movie watching treat and aligning ourselves with one of the most anticipated films of the summer is a perfect match," said Michele Kessler, VP of marketing at Mars Snackfood US.
LeeAnne Stables, executive VP of worldwide marketing partnerships for Paramount Pictures, added: "This campaign with the iconic M&Ms brand is a great way to build even more excitement about the new installment of the Transformers movie franchise with consumers everywhere."