Every major brand has an identity and culture. Normally, that identity and culture are expressed in complex words or sleek advertising images aimed at adult or teenager consumers.

The M & Ms brand characters brings children closer to the brand.

But when the consumers are young children, the brand identity can greatly benefit from a brand character which represents the brand in the children’s world. The M & Ms candy characters are one such example.

The brand character can speak the kids’ language and can create a relationship between the child and the brand through humor, action and drama.

The trick is of course to make the brand character likeable, interesting and real, while at the same time keeping it relevant to the consumer child and their parents without being fake.