M&M’S Practical Magic 2 candy packs are here: starting September 3, shoppers who buy an M&M’S Milk Chocolate Fun Size Sharing Bag get a free limited-edition “Amas Veritas” Spell & Snack Pack while supplies last. The collectible pack reimagines the film’s iconic love-charm symbols as custom candy graphics, timed to the sequel’s September 10 theatrical release.
The Facts About the M&M’S Practical Magic 2 Candy Packs
- What’s launching: The M&M’S “Amas Veritas” Spell & Snack Pack, a free gift-with-purchase available with any M&M’S Milk Chocolate Fun Size Sharing Bag.
- Design: The pack reproduces eight symbols from the original 1998 “Practical Magic” love charm scene, plus four new symbols referencing mysteries in the sequel.
- Drop dates: 12:00 a.m. ET on September 3 and September 14, 2026, available at MMS.com/Practical-Magic while supplies last.
- Movie tie-in: The promotion is timed to Warner Bros. Pictures’ “Practical Magic 2,” in theaters September 10, 2026. Actress Camilla Belle, who played young Sally Owens in the original film, recreates the charm scene in campaign content for the launch.
- Also new for the season: M&M’S Milk Chocolate, Peanut and Peanut Butter Fun Size Variety Packs, plus M&M’S Halloween Blend Milk Chocolate and Halloween Blend Peanut in orange-and-black shells.
“M&M’S have been a staple of Halloween celebrations,” said Allison Miazga-Bedrick, Vice President of Marketing at Mars Snacking, in the official announcement, adding that the collaboration gives “Practical Magic” fans “a nostalgic, colorful and spellbinding way to make their movie night even more memorable.”
Source: M&M’S official press release via PR Newswire, published September 2, 2026.
Planning your own Halloween spread this year? Browse our Halloween food ideas for more spooky-season recipes to pair with the candy bowl.
Is This Common?
Movie-timed candy tie-ins are a well-established playbook for M&M’S, which has previously released packaging and collectible campaigns around major theatrical releases. What makes this one notable for shoppers is the short, dated drop window: two specific midnight release moments (September 3 and September 14) tied directly to a gift-with-purchase mechanic rather than a simple limited-edition bag on shelves indefinitely. Because supplies are explicitly capped (“while supplies last”), availability will likely vary by retailer and region.
Quick Questions
- When do the M&M’S Practical Magic 2 candy packs come out? The first drop is at 12:00 a.m. ET on September 3, 2026, with a second drop on September 14, 2026, while supplies last.
- How do I get one? Buy any M&M’S Milk Chocolate Fun Size Sharing Bag through MMS.com/Practical-Magic: the Amas Veritas Spell & Snack Pack is included as a free gift with purchase.
- What is the “Amas Veritas” symbol from Practical Magic? It’s the love charm from the 1998 film “Practical Magic.” The new pack reproduces its eight original symbols plus four new ones tied to “Practical Magic 2.”
Update Log
September 3, 2026: Article published based on the official M&M’S/PR Newswire announcement dated September 2, 2026.
