Star Wars: Chocolate M-Pire

I think there's a certain point you reach when you're no longer diluting your brand, but it's actively become diluted. This is Star Wars' moment:



LucasFilm and MasterFoods (seriously, that's the name of the company that makes M&Ms) unveiled their new candy/film promotion in Times Square yesterday, complete with a life size X-Wing, Darth Vader, and another, friendlier Darth Vader.

The promotion, called "Star Wars: Chocolate M-Pire," which is ridiculous enough, will see MasterFoods roll out its first ever Dark Chocolate M&Ms. These will be enrobed in dark colored candy, indicating the dark side of the force, and be paired with light colored milk chocolate M&Ms, for the light side of the force.

Wait, it gets more ridiculous.

• The M&Ms will be available in 72 different collectors packages.
  
• Skittles will have a more reasonable 48 different packages, and an online video game contest. Stefan and I already have packages of skittles that pre-enter us in this contest.
  
• If you find a Kudos bar not covered in chocolate, you win a family Star Wars vacation. The lack of chocolate indicates, and I quote, "an imbalance in the force."
  

The only way they could make this worse is if there was some sort of Darth Vader Mr. Potato Head, called Darth Tater. Oh wait.

Via Tale of Two Cities, and StarWars.com.